{"_buckets": {"deposit": "d800de30-cbc9-489e-8ea4-45f81f1f6e67"}, "_deposit": {"created_by": 20, "id": "8272", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8272"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008272"}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "The Effects of Product Innovation and Brand Equity on Brand Resonance of Suzuki Car Users in Yangon", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study seeks to investigate the effects of product innovation and brand equity\non brand resonance of Suzuki car users in Yangon. In this study, data is collected from \n120 respondents of Suzuki car users in Yangon using structured questionnaires. Simple \nrandom sampling method is applied to collect the data. This study employs both \ndescriptive and analytical research methods. The research shows that goods innovation \nhas a positive effect on brand awareness, brand image and brand leadership of Suzuki \nautomobile. Service innovation has a significant effect on brand loyalty and brand image \nof Suzuki car. Some dimensions of brand equity including brand awareness, brand image \nand brand leadership also significantly effect brand resonance of Suzuki car users. \nTherefore, this study shows that the higher and better brand resonance of Suzuki car users\nresults from advanced technological features and strategic services of brand leadership \nthrough innovative goods and services of Suzuki automobile. Thus, Suzuki Myanmar \nMotor needs to consider product innovation and brand leadership as high priorities and \nshould maintain and keep growing product innovation activities of goods and services in \norder to ensure the long-term success of the company."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2022-07-16"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Saw Dave Po Gay,MBAII-8, 24th. Bt..pdf", "filesize": [{"value": "577 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 577000.0, "url": {"url": "https://meral.edu.mm/record/8272/files/Saw Dave Po Gay,MBAII-8, 24th. Bt..pdf"}, "version_id": "4061dbe6-86b5-42a8-9c46-545d60515023"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Su Hlaing Oo"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Saw Dave Po Gay"}]}]}, "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": "2022-04-01"}, "item_title": "The Effects of Product Innovation and Brand Equity on Brand Resonance of Suzuki Car Users in Yangon", "item_type_id": "21", "owner": "20", "path": ["1582965660463"], "permalink_uri": "https://meral.edu.mm/records/8272", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2022-07-16"}, "publish_date": "2022-07-16", "publish_status": "0", "recid": "8272", "relation": {}, "relation_version_is_last": true, "title": ["The Effects of Product Innovation and Brand Equity on Brand Resonance of Suzuki Car Users in Yangon"], "weko_shared_id": -1}