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Item

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Brand Resonance of Customers on Caterpillar Electric Power Generator Myan Shwe Pyi Tractors Limited (Thura Min Swe, 2022)

https://meral.edu.mm/records/8241
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dafeeda9-4f54-4d6f-a656-f3b937cd7257
None
Name / File License Actions
Thura Thura Min Swe_EMBAII - 65_17th Batch_28-03-2022.pdf (539 KB)
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
0
0
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