{"created":"2020-03-23T08:56:52.004154+00:00","id":2813,"links":{},"metadata":{"_buckets":{"deposit":"f88c781e-eea8-4bad-87bb-4c21b8a9fcbf"},"_deposit":{"id":"2813","owners":[],"pid":{"revision_id":0,"type":"recid","value":"2813"},"status":"published"},"_oai":{"id":"oai:meral.edu.mm:recid/2813","sets":["1582963436320:1582965660463"]},"communities":["yueco"],"control_number":"2813","item_1583103067471":{"attribute_name":"Title","attribute_value_mlt":[{"subitem_1551255647225":"A STUDY ON THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITIES ACTIVITIES ON BRAND VALUE OF TRAVEL AGENTS IN YANGON","subitem_1551255648112":"en"}]},"item_1583103085720":{"attribute_name":"Description","attribute_value_mlt":[{"interim":"This study aims to analyze the effect of the CSR Activities on the Consumer-based Brand Equity and to examine the effect of Consumer-based Brand Equity on the Brand Value of the travel agents in Yangon. This study is based on 377 respondents (inbound tourists) of the travel agents in Yangon by using structured questionnaires. The Consumer-based Brand Equity is measured by means of brand association, brand awareness, brand quality and brand value. In this study, it is found that ethics-related and education-related CSR activities have positive impact on brand association, brand awareness, brand quality and brand loyalty. Then, social/ community-related CSR activities have impact only on brand association, brand-quality and brand loyalty. Again, health-related CSR activities have influence only upon brand awareness and brand quality. Furthermore, environment-related CSR activities are positively related only with brand association, brand awareness and brand loyalty. Finally, all of consumer-based brand equity has positive effect upon brand value. For these outcomes, it is deductible that ethics-related and education-related CSR should be practiced as the most important measures, followed by social/ community-related, health-related and environment-related CSR activities in order to ensure the high brand value of the travel agents."}]},"item_1583103120197":{"attribute_name":"Files","attribute_type":"file","attribute_value_mlt":[{"accessrole":"open_access","date":[{"dateType":"Available","dateValue":"2020-05-05"}],"displaytype":"preview","filename":"Than Naing Aung ( MBA - 7  ).pdf","filesize":[{"value":"1116 Kb"}],"format":"application/pdf","licensetype":"license_note","mimetype":"application/pdf","url":{"url":"https://meral.edu.mm/record/2813/files/Than Naing Aung ( MBA - 7  ).pdf"},"version_id":"6f679d1d-42ae-4c81-b0ce-e7e68c893230"}]},"item_1583103131163":{"attribute_name":"Journal articles","attribute_value_mlt":[{"subitem_journal_title":"Yangon University of Economics"}]},"item_1583105942107":{"attribute_name":"Authors","attribute_value_mlt":[{"subitem_authors":[{"subitem_authors_fullname":"Than Naing Aung ( MBA - 7  )"}]}]},"item_1583108359239":{"attribute_name":"Upload type","attribute_value_mlt":[{"interim":"Publication"}]},"item_1583108428133":{"attribute_name":"Publication type","attribute_value_mlt":[{"interim":"Thesis"}]},"item_1583159729339":{"attribute_name":"Publication date","attribute_value":"2019-12"},"item_1583159847033":{"attribute_name":"Identifier","attribute_value":"https://ecor.yueco.edu.mm/handle/123456789/931"},"item_title":"A STUDY ON THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITIES ACTIVITIES ON BRAND VALUE OF TRAVEL AGENTS IN YANGON","item_type_id":"21","owner":"1","path":["1582965660463"],"publish_date":"2020-03-05","publish_status":"0","recid":"2813","relation_version_is_last":true,"title":["A STUDY ON THE EFFECT OF CORPORATE SOCIAL RESPONSIBILITIES ACTIVITIES ON BRAND VALUE OF TRAVEL AGENTS IN YANGON"],"weko_creator_id":"1","weko_shared_id":-1},"updated":"2021-12-13T00:33:50.120658+00:00"}