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The Effect of Marketing Practices on Brand Equity and Consumer Buying Behavior of Bossini Fashion Products
https://meral.edu.mm/records/8193
https://meral.edu.mm/records/81934e1e59d8-2548-4fa4-834d-2d9b846c7748
c784bd4b-053d-4f0d-a06f-fcc4cf5b1aa2
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Title | ||||||
Title | The Effect of Marketing Practices on Brand Equity and Consumer Buying Behavior of Bossini Fashion Products | |||||
Language | en | |||||
Publication date | 2022-03-01 | |||||
Authors | ||||||
Nwe Ni Aye | ||||||
Description | ||||||
The study aims to analyze marketing practices on brand equity and consumer buying behavior of Bossini fashion products. The specific objectives of this study are to examine the effect of marketing practices on brand equity and to analyze the effect of brand equity on customer buying behavior of Bossini fashion products in Yangon. The structured questionnaire is used to collect data from the customer who use Bossini brand in Yangon. The primary data are collected by using systematic sampling method. Secondary data was gathered from previous research papers, relevant text books and Websites. Descriptive statistics and regression analysis are used to analyze the collected data. According to the analysis, product quality, perceived value and customer communication have positive and significant effect on brand equity. It is also found that among the four elements of brand equity have positive and significant effect on buying behavior. This study suggests that Bossini brand must be keep product quality, perceived value and customer communication to build brand equity and thereby, it can lead to encourage buying behavior of customer on Bossini fashion products. |
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Thesis/dissertations | ||||||
Yangon University of Economic | ||||||
Dr. Than Thu Zar |