MERAL Myanmar Education Research and Learning Portal
Item
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The Effect of Brand Trust on Brand Loyaty of luojia Motorcycle Riders (San San Hlaing, 2022)
https://meral.edu.mm/records/8611
https://meral.edu.mm/records/8611a1af7482-9ca1-4ebd-84b0-c619a0bd74d6
c3289de6-0963-4df8-bde1-b053f1032e41
Name / File | License | Actions |
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San San Hlaing_EMBA-II-17_Batch 18th_Ygn.pdf (625 KB)
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Thesis | ||||||
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Title | ||||||
Title | The Effect of Brand Trust on Brand Loyaty of luojia Motorcycle Riders (San San Hlaing, 2022) | |||||
Language | en | |||||
Publication date | 2022-10-01 | |||||
Authors | ||||||
San San Hlaing | ||||||
Description | ||||||
This study aims to examine the influencing factors on brand trust of riders towards Luojia motorcycle and analyze the effect of brand trust on brand loyalty of Luojia motorcycle riders. According to company’s sales records from July 2021 to July 2022, there are 12,700 total customers at the selected four motorcycle showrooms in Bago Township. 373 riders are considered as sample population by using Raosoft sample formula. Structured questionnaire with 5-point likert scale is used to collect primary data by personal interview, phone conversation and Google Form. Multiple regression is applied to analyze the data. According to the results, all brand characteristics significantly influence on brand trust of Luojia motorcycle riders. Among those practices, brand reputation is the most effective factor on brand trust. The results show that all company characteristics have significantly effect on brand trust of Luojia motorcycle riders while perceived motive can be regarded as the most effective factor. Regarding consumer-brand characteristics, all four characteristics have significant effect on brand trust of Luojia motorcycle riders whereas peer support can be regarded as the most effective factor on brand trust. It is suggested that Luojia should build an ongoing relationship with riders and being responsive to their needs, even long after they buy a motorcycle. Furthermore, the company should make labeling with describing the features and service warranty. It should also give VIP member cards or presents if Luojia riders bring new potential buyers. Finally, Luojia Myanmar should conduct market survey regularly to find out the brand trust levels of the consumers. By doing above measures, Luojia Myanmar can significantly improve brand trust and brand loyalty of riders towards Luojia motorcycle brand. |
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Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Dr. Myint Thu Zar Ei |