{"_buckets": {"deposit": "28c00dce-a4af-4c92-a2d7-c47a8b239901"}, "_deposit": {"created_by": 20, "id": "8604", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8604"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008604"}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "The Effect of Brand Equity and Market Stimuli on Purchase Decision of Heavy Machine Users at Joseph Cyril Bamford (JCB)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study intends to analyze the effect of brand equity and market stimuli on customer perceived value of heavy machines at Joseph Cyril Bamford (JCB) and to examine the effect of customer perceived value on heavy machines purchase decision at JCB. JCB company’s customer list (2017-2022) shows the total number (317) of customers. From this list, 147 customers are randomly selected as sample: sample size is calculated by RAOSOFT formula. Data collection period is August, 2022. The descriptive and regression analyses are conducted. From descriptive analysis, most of the JCB’s customers have high brand equity: they perceived that the JCB brand is well-known in the market, the product’s attributes and functions are identified by customer clearly on their minds associated with its brand, and they would continue the business relationships with this company. The JCB’s marketing tactics and strategies are also strong: customers are satisfied with product’s quality and safety, price, promotion, aftersales service and resale value. They are sure that the JCB products are reliable and outstanding with its functions, fitness to use and convenience to use. The customers are making strong decision to buy products from JCB for their business use. From regression analysis, this study shows that the three elements (brand awareness, brand association and brand loyalty) of brand equity have positive effect on customers’ perceived value on JCB’s products. The JCB’s marketing strategies (stimuli) such as pricing, product quality and safety, aftersales service and resale value are influencing on customers’ perception on the value of JCB’s products. This perceived value generates affirmation on their purchase decision."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2022-12-29"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Maung Maung Myint EMBA II - 21 EMBA 18th Batch (NPT).pdf", "filesize": [{"value": "927 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 927000.0, "url": {"url": "https://meral.edu.mm/record/8604/files/Maung Maung Myint EMBA II - 21 EMBA 18th Batch (NPT).pdf"}, "version_id": "f22ac5c8-ca78-49e1-9015-03c9b81c177c"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Thin Nwe Oo"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Maung Maung Myint"}]}]}, "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": "2022-11-01"}, "item_title": "The Effect of Brand Equity and Market Stimuli on Purchase Decision of Heavy Machine Users at Joseph Cyril Bamford (JCB)", "item_type_id": "21", "owner": "20", "path": ["1582965660463"], "permalink_uri": "https://meral.edu.mm/records/8604", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2022-12-29"}, "publish_date": "2022-12-29", "publish_status": "0", "recid": "8604", "relation": {}, "relation_version_is_last": true, "title": ["The Effect of Brand Equity and Market Stimuli on Purchase Decision of Heavy Machine Users at Joseph Cyril Bamford (JCB)"], "weko_shared_id": -1}