{"_buckets": {"deposit": "c784bd4b-053d-4f0d-a06f-fcc4cf5b1aa2"}, "_deposit": {"created_by": 20, "id": "8193", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8193"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008193"}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "The Effect of Marketing Practices on Brand Equity and Consumer Buying Behavior of Bossini Fashion Products", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The study aims to analyze marketing practices on brand equity and consumer buying \nbehavior of Bossini fashion products. The specific objectives of this study are to examine \nthe effect of marketing practices on brand equity and to analyze the effect of brand equity \non customer buying behavior of Bossini fashion products in Yangon. The structured \nquestionnaire is used to collect data from the customer who use Bossini brand in Yangon. \nThe primary data are collected by using systematic sampling method. Secondary data was \ngathered from previous research papers, relevant text books and Websites. Descriptive \nstatistics and regression analysis are used to analyze the collected data. According to the \nanalysis, product quality, perceived value and customer communication have positive and \nsignificant effect on brand equity. It is also found that among the four elements of brand \nequity have positive and significant effect on buying behavior. This study suggests that \nBossini brand must be keep product quality, perceived value and customer communication \nto build brand equity and thereby, it can lead to encourage buying behavior of customer on \nBossini fashion products."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2022-05-23"}], "download_preview_message": "", "file_order": 0, "filename": "Nwe Ni Aye,OMBA-161016.pdf", "filesize": [{"value": "590 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "mimetype": "application/pdf", "size": 590000.0, "url": {"url": "https://meral.edu.mm/record/8193/files/Nwe Ni Aye,OMBA-161016.pdf"}, "version_id": "c0242a9d-7028-4eb8-aa38-ec48523e2c8e"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economic", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Than Thu Zar"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Nwe Ni Aye"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2022-03-01"}, "item_title": "The Effect of Marketing Practices on Brand Equity and Consumer Buying Behavior of Bossini Fashion Products", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1582965660463"], "permalink_uri": "https://meral.edu.mm/records/8193", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2022-05-23"}, "publish_date": "2022-05-23", "publish_status": "0", "recid": "8193", "relation": {}, "relation_version_is_last": true, "title": ["The Effect of Marketing Practices on Brand Equity and Consumer Buying Behavior of Bossini Fashion Products"], "weko_shared_id": -1}