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Item

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  1. Yangon University of Economics
  2. Master of Business Administrations (MBA/EMBA)

Brand Loyalty of Consumer on Estee Lauder (Thiri June, 2022)

https://meral.edu.mm/records/8239
https://meral.edu.mm/records/8239
1e887a58-44b3-4201-8e9a-830c2acf60f8
0da38bba-9622-486d-a5a9-135c3433afe8
None
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Thiri Thiri June ,EMBAII-25, 17th. Bt..pdf (1.2 MB)
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Thesis
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Title
Title Brand Loyalty of Consumer on Estee Lauder (Thiri June, 2022)
Language en
Publication date 2022-02-01
Authors
Thiri June
Description
The main objectives of this study are to examine whether marketing practices affect on
brand trust of Estée Lauder in Yangon and whether brand trust affects on brand loyalty of
customers towards Estée Lauder in Yangon. This study mainly focused on marketing practices
of Estée Lauder, and their brand trust and brand loyalty. 245 VIP members of Estée Lauder are
surveyed to get primary data. The study reveals that all marketing practices have a strong
positive effect on brand trust of the customers. Brand trust is mainly affected by product quality
and brand trust also affect on brand loyalty of customers. Based on the findings, it can be
suggested that Esttée Lauder should give first priority on product quality when making their
marketing plans. Esttée Lauder should maintain its quality by focusing quality control at each
production process. In addition, Estée Lauder should continue producing premium products
with higher prices. It should also open new outlets with classic interior design and offer same
products, and price. Moreover, it should classify VIP members such as diamond, gold, silver
etc. Finally, Estée Lauder should attach accessories to its products whenever it is possible so
that customers receive value added products. By doing these measures, Estée Lauder can raise
the brand trust of the customers and thereby, lead to increase the brand loyalty of the customers
towards Esttée Lauder.
Thesis/dissertations
Yangon University of Economics
Dr. Nu Nu Lwin
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