{"_buckets": {"deposit": "deef16a1-5e09-45ae-b12b-fbd08f711c71"}, "_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"}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Brand Resonance of Customers on Caterpillar Electric Power Generator Myan Shwe Pyi Tractors Limited", "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": "8e826d4f-0fa6-4b50-905c-dfd63e7ef46e"}]}, "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", "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"], "weko_shared_id": -1}