{"_buckets": {"deposit": "747c0526-49f4-4f30-b659-d8626000ec6c"}, "_deposit": {"created_by": 20, "id": "8670", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8670"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008670"}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "The Effect of Brand Trust on Purchasing Behavior of Yangoods Customers", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The study aims to analyze the factors influencing on cognitive and affective brand\ntrust, and to investigate the effect of cognitive and affectivebrand trust on purchasing\nbehavior of Yangoods customers. In order to meet research objectives, both primary data\nand secondary data are used. The primary data are collected from 297 respondents who\nactually purchase Yangoods products by following its facebook page. The secondary data\nare collected from relevant textbooks, articles, and previous research papers and from the\npublished papers and from related websites. The findings indicate that the influences of\nall three factors such as social factors, cultural factors and social responsibility factors\nhave the strongly effect on brand trust. It is also found that both cognitive and affective\nbrand trust have the positive effect on purchasing behavior of Yangoods customers. It can\nbe assumed that brand trust can lead to purchasing behavior of Yangoods customers. As\nthe suggestions for the company, it could make more effort in renovation of Burmese\n(Myanmar) cultural designs and try to keep the present achievements in social influence\nand social responsibilities."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2023-01-11"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Khin Yadanar Tun, MBA II – 84 (23rd BATCH).pdf", "filesize": [{"value": "1.4 MB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 1400000.0, "url": {"url": "https://meral.edu.mm/record/8670/files/Khin Yadanar Tun, MBA II – 84 (23rd BATCH).pdf"}, "version_id": "437f4772-2143-49b3-ab49-ba7594c4de15"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Myint Myint Kyi"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Khin Yadanar Tun"}]}]}, "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": "2019-08-01"}, "item_title": "The Effect of Brand Trust on Purchasing Behavior of Yangoods Customers", "item_type_id": "21", "owner": "20", "path": ["1582965660463"], "permalink_uri": "https://meral.edu.mm/records/8670", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2023-01-11"}, "publish_date": "2023-01-11", "publish_status": "0", "recid": "8670", "relation": {}, "relation_version_is_last": true, "title": ["The Effect of Brand Trust on Purchasing Behavior of Yangoods Customers"], "weko_shared_id": -1}