{"_buckets": {"deposit": "74808127-8445-440b-b5e2-a688b872ca03"}, "_deposit": {"created_by": 20, "id": "8863", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8863"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008863", "sets": ["1582963436320"]}, "author_link": [], "control_number": "8863", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Consumer-Based Brand Equity,Brand Resonance and Customer Retention of CB Bank ( Htoo Myat Naing, 2023)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study aims to investigate the relationship between consumer-based brand equity and brand resonance as well as the impact of brand resonance on CB Bank\u0027s customer retention. This study uses both descriptive and quantitative research approaches. A total of 385 questionnaires were distributed to the customers in (16) selected branches of CB Bank in Yangon using simple random sampling method. This study found that the positive relationship between the consumer-based brand equity and brand resonance on customer retention. This study recommends that CB Bank should focus on providing prompt and effective customer services, creating more promotion campaigns, and developing loyalty programs to increase brand resonance and retain loyal customers. The bank should also strive to improve product quality and customer services to retain customers. However, the study suggests that further research is necessary to examine the effect of brand resonance on customer retention for other banks. This indicates that the findings of this study should be considered as specific to CB Bank. Overall, the study\u0027s recommendations suggest that CB Bank needs to prioritize brand resonance to increase its customer retention and improve their consumer-based brand equity."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2023-05-06"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Htoo Myat Naing, MBF-21, 3rd Batch.pdf", "filesize": [{"value": "1.2 MB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 1200000.0, "url": {"url": "https://meral.edu.mm/record/8863/files/Htoo Myat Naing, MBF-21, 3rd Batch.pdf"}, "version_id": "989eea67-7da4-4639-9845-e3b513a06bab"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Aye Thanda Soe"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Htoo Myat Naing"}]}]}, "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": "2023-02-01"}, "item_title": "Consumer-Based Brand Equity,Brand Resonance and Customer Retention of CB Bank ( Htoo Myat Naing, 2023)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1582965701379"], "permalink_uri": "https://meral.edu.mm/records/8863", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2023-05-06"}, "publish_date": "2023-05-06", "publish_status": "0", "recid": "8863", "relation": {}, "relation_version_is_last": true, "title": ["Consumer-Based Brand Equity,Brand Resonance and Customer Retention of CB Bank ( Htoo Myat Naing, 2023)"], "weko_shared_id": -1}