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  1. Yangon University of Economics
  2. Master of Business Administrations (MBA/EMBA)

The Effect of Brand Trust on Purchasing Behavior of Yangoods Customers (Khin Yadanar Tun, 2019)

https://meral.edu.mm/records/8670
https://meral.edu.mm/records/8670
b890f332-8ec0-4a6d-8fe1-61b3f4d5eb20
ad39fb10-60b0-4c2f-935c-a81d385010d6
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Khin Khin Yadanar Tun, MBA II – 84 (23rd BATCH).pdf (1.4 MB)
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Title
Title The Effect of Brand Trust on Purchasing Behavior of Yangoods Customers (Khin Yadanar Tun, 2019)
Language en
Publication date 2019-08-01
Authors
Khin Yadanar Tun
Description
The study aims to analyze the factors influencing on cognitive and affective brand
trust, and to investigate the effect of cognitive and affectivebrand trust on purchasing
behavior of Yangoods customers. In order to meet research objectives, both primary data
and secondary data are used. The primary data are collected from 297 respondents who
actually purchase Yangoods products by following its facebook page. The secondary data
are collected from relevant textbooks, articles, and previous research papers and from the
published papers and from related websites. The findings indicate that the influences of
all three factors such as social factors, cultural factors and social responsibility factors
have the strongly effect on brand trust. It is also found that both cognitive and affective
brand trust have the positive effect on purchasing behavior of Yangoods customers. It can
be assumed that brand trust can lead to purchasing behavior of Yangoods customers. As
the suggestions for the company, it could make more effort in renovation of Burmese
(Myanmar) cultural designs and try to keep the present achievements in social influence
and social responsibilities.
Thesis/dissertations
Yangon University of Economics
Dr. Myint Myint Kyi
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