{"_buckets": {"deposit": "5473a331-0de3-4318-ac06-795f944c4b25"}, "_deposit": {"created_by": 20, "id": "8933", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8933"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008933"}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Brand Equity and Customer Retention(A Case Study of Three Cosmetic Brands in Myanmar", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study aims to investigate the relationship between marketing action,\nbrand equity and customer retention for cosmetic products. There are two objectives\nin this study: to explore the effect of brand equity on customer retention and to find\nout the effect of marketing actions on brand equity and the customer retention for\nthree cosmetics industry. The quantitative research approach was applied in this study.\nThe required data was collected from 150 cosmetic customers for the case study. Data\nanalysis for the study was conducted using SPSS (Statistical Package for Social\nSciences) software. The analysis used descriptive statistics (mean, percentage and\nfrequency) as well as inferential statistics (correlation and regression analysis) to\nfacilitate the meaningful analysis. The result showed that there is a significant positive\nrelationship between marketing actiorq brand equrty and customer retention. As the\nresults, marketing action of advertising has a stronger influence on the customer\nretention in building brand equity. Therefore, this study suggests that the companies\nhave to build strong marketing action to be able to guarantee customer retention and\nfollowed by brand equity to their products."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2023-06-26"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Kyi Kyi Sein,M.Com II-20.pdf", "filesize": [{"value": "5 MB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 5000000.0, "url": {"url": "https://meral.edu.mm/record/8933/files/Kyi Kyi Sein,M.Com II-20.pdf"}, "version_id": "4b11fc84-7743-4b88-a44e-664af12e8316"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Daw Cho Mar Lwin"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Kyi Kyi Sein"}]}]}, "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": "2018-11-01"}, "item_title": "Brand Equity and Customer Retention(A Case Study of Three Cosmetic Brands in Myanmar", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1582965402123"], "permalink_uri": "https://meral.edu.mm/records/8933", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2023-06-26"}, "publish_date": "2023-06-26", "publish_status": "0", "recid": "8933", "relation": {}, "relation_version_is_last": true, "title": ["Brand Equity and Customer Retention(A Case Study of Three Cosmetic Brands in Myanmar"], "weko_shared_id": -1}