-
RootNode
-
Co-operative College, Mandalay
-
Cooperative College, Phaunggyi
-
Co-operative University, Sagaing
-
Co-operative University, Thanlyin
-
Dagon University
-
Kyaukse University
-
Laquarware Technological college
-
Mandalay Technological University
-
Mandalay University of Distance Education
-
Mandalay University of Foreign Languages
-
Maubin University
-
Mawlamyine University
-
Meiktila University
-
Mohnyin University
-
Myanmar Institute of Information Technology
-
Myanmar Maritime University
-
National Management Degree College
-
Naypyitaw State Academy
-
Pathein University
-
Sagaing University
-
Sagaing University of Education
-
Taunggyi University
-
Technological University, Hmawbi
-
Technological University (Kyaukse)
-
Technological University Mandalay
-
University of Computer Studies, Mandalay
-
University of Computer Studies Maubin
-
University of Computer Studies, Meikhtila
-
University of Computer Studies Pathein
-
University of Computer Studies, Taungoo
-
University of Computer Studies, Yangon
-
University of Dental Medicine Mandalay
-
University of Dental Medicine, Yangon
-
University of Information Technology
-
University of Mandalay
-
University of Medicine 1
-
University of Medicine 2
-
University of Medicine Mandalay
-
University of Myitkyina
-
University of Public Health, Yangon
-
University of Veterinary Science
-
University of Yangon
-
West Yangon University
-
Yadanabon University
-
Yangon Technological University
-
Yangon University of Distance Education
-
Yangon University of Economics
-
Yangon University of Education
-
Yangon University of Foreign Languages
-
Yezin Agricultural University
-
New Index
-
Item
{"_buckets": {"deposit": "dafeeda9-4f54-4d6f-a656-f3b937cd7257"}, "_deposit": {"created_by": 20, "id": "8241", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8241"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008241", "sets": []}, "author_link": [], "control_number": "8241", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Brand Resonance of Customers on Caterpillar Electric Power Generator Myan Shwe Pyi Tractors Limited (Thura Min Swe, 2022)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study aims to examine the brand resonance of customers on Caterpillar electric \npower generator by analyzing the brand building practices of Myan Shwe Pyi Tractors \nLimited (MSPTL), authorized dealer of Caterpillar in Myanmar. To reach the study \nobjectives, this study is specified and tested by using multiple linear regression analysis. \nIn this study, the simple random sampling method is used to select one hundred of the \nrespondents among two thousands customers. Their responses are gathered through \nquestionnaire surveys with a self-administered questionnaire. The result of this study \nindicates that the antecedents of brand resonance of customers on Caterpillar generator are \npositively affect to its brand resonance. It is, however, found that brand performance has a \nnegative effect on one of the elements of the brand resonance such as, brand attachment. \nMoreover, the study found that customer satisfaction has a high positive significant effect \non brand resonance of Caterpillar generator in MSPTL. The study also reveal that there is \na mediation between the independent variable of antecedents of brand resonance and \ndependent variable of brand resonance of Caterpillar generator, while customer satisfaction \nis as a mediator, on the relationship between them. The study highly recommends the \ncompany that they should focus on their brand building practices by bottom-up approach \nof the brand resonance pyramid and their customer satisfaction in order to reach the better \nbrand relationship at the highest level of the brand resonance pyramid."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2022-07-15"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Thura Min Swe_EMBAII - 65_17th Batch_28-03-2022.pdf", "filesize": [{"value": "539 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 539000.0, "url": {"url": "https://meral.edu.mm/record/8241/files/Thura Min Swe_EMBAII - 65_17th Batch_28-03-2022.pdf"}, "version_id": "05963e21-2a62-456e-acf8-e8827676dd89"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Myint Thu Zar Ei"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Thura Min Swe"}]}]}, "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": "Brand Resonance of Customers on Caterpillar Electric Power Generator Myan Shwe Pyi Tractors Limited (Thura Min Swe, 2022)", "item_type_id": "21", "owner": "20", "path": ["1582965660463"], "permalink_uri": "https://meral.edu.mm/records/8241", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2022-07-15"}, "publish_date": "2022-07-15", "publish_status": "0", "recid": "8241", "relation": {}, "relation_version_is_last": true, "title": ["Brand Resonance of Customers on Caterpillar Electric Power Generator Myan Shwe Pyi Tractors Limited (Thura Min Swe, 2022)"], "weko_shared_id": -1}
Brand Resonance of Customers on Caterpillar Electric Power Generator Myan Shwe Pyi Tractors Limited (Thura Min Swe, 2022)
https://meral.edu.mm/records/8241
https://meral.edu.mm/records/824123ae03d5-1969-4e01-a1a1-98031d7553ca
dafeeda9-4f54-4d6f-a656-f3b937cd7257
Name / File | License | Actions |
---|---|---|
![]() |
Publication type | ||||||
---|---|---|---|---|---|---|
Thesis | ||||||
Upload type | ||||||
Other | ||||||
Title | ||||||
Title | Brand Resonance of Customers on Caterpillar Electric Power Generator Myan Shwe Pyi Tractors Limited (Thura Min Swe, 2022) | |||||
Language | en | |||||
Publication date | 2022-03-01 | |||||
Authors | ||||||
Thura Min Swe | ||||||
Description | ||||||
This study aims to examine the brand resonance of customers on Caterpillar electric power generator by analyzing the brand building practices of Myan Shwe Pyi Tractors Limited (MSPTL), authorized dealer of Caterpillar in Myanmar. To reach the study objectives, this study is specified and tested by using multiple linear regression analysis. In this study, the simple random sampling method is used to select one hundred of the respondents among two thousands customers. Their responses are gathered through questionnaire surveys with a self-administered questionnaire. The result of this study indicates that the antecedents of brand resonance of customers on Caterpillar generator are positively affect to its brand resonance. It is, however, found that brand performance has a negative effect on one of the elements of the brand resonance such as, brand attachment. Moreover, the study found that customer satisfaction has a high positive significant effect on brand resonance of Caterpillar generator in MSPTL. The study also reveal that there is a mediation between the independent variable of antecedents of brand resonance and dependent variable of brand resonance of Caterpillar generator, while customer satisfaction is as a mediator, on the relationship between them. The study highly recommends the company that they should focus on their brand building practices by bottom-up approach of the brand resonance pyramid and their customer satisfaction in order to reach the better brand relationship at the highest level of the brand resonance pyramid. |
||||||
Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Dr. Myint Thu Zar Ei |