Index Link

  • RootNode
    • Co-operative College, Mandalay
    • Cooperative College, Phaunggyi
    • Co-operative University, Sagaing
    • Co-operative University, Thanlyin
    • Dagon University
    • Kyaukse University
    • Laquarware Technological college
    • Mandalay Technological University
    • Mandalay University of Distance Education
    • Mandalay University of Foreign Languages
    • Maubin University
    • Mawlamyine University
    • Meiktila University
    • Mohnyin University
    • Myanmar Institute of Information Technology
    • Myanmar Maritime University
    • National Management Degree College
    • Naypyitaw State Academy
    • Pathein University
    • Sagaing University
    • Sagaing University of Education
    • Taunggyi University
    • Technological University, Hmawbi
    • Technological University (Kyaukse)
    • Technological University Mandalay
    • University of Computer Studies, Mandalay
    • University of Computer Studies Maubin
    • University of Computer Studies, Meikhtila
    • University of Computer Studies Pathein
    • University of Computer Studies, Taungoo
    • University of Computer Studies, Yangon
    • University of Dental Medicine Mandalay
    • University of Dental Medicine, Yangon
    • University of Information Technology
    • University of Mandalay
    • University of Medicine 1
    • University of Medicine 2
    • University of Medicine Mandalay
    • University of Myitkyina
    • University of Public Health, Yangon
    • University of Veterinary Science
    • University of Yangon
    • West Yangon University
    • Yadanabon University
    • Yangon Technological University
    • Yangon University of Distance Education
    • Yangon University of Economics
    • Yangon University of Education
    • Yangon University of Foreign Languages
    • Yezin Agricultural University
    • New Index

Item

{"_buckets": {"deposit": "3dd7d1fc-4317-4472-82a9-8e635dbbfbd2"}, "_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", "sets": ["1582963436320", "1707206749823"]}, "author_link": [], "control_number": "8933", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Brand Equity and Customer Retention(A Case Study of Three Cosmetic Brands in Myanmar) (Ma Kyi Kyi Sein, 2018)", "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": "d1f7f412-41d4-49a1-8029-54a8873a8117"}]}, "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) (Ma Kyi Kyi Sein, 2018)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1707206749823"], "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) (Ma Kyi Kyi Sein, 2018)"], "weko_shared_id": -1}

Brand Equity and Customer Retention(A Case Study of Three Cosmetic Brands in Myanmar) (Ma Kyi Kyi Sein, 2018)

https://meral.edu.mm/records/8933
8da138ea-a879-4269-a6bc-ff337ae0b530
3dd7d1fc-4317-4472-82a9-8e635dbbfbd2
None
Name / File License Actions
Kyi Kyi Kyi Sein,M.Com II-20.pdf (5 MB)
Publication type
Thesis
Upload type
Other
Title
Title Brand Equity and Customer Retention(A Case Study of Three Cosmetic Brands in Myanmar) (Ma Kyi Kyi Sein, 2018)
Language en
Publication date 2018-11-01
Authors
Kyi Kyi Sein
Description
This study aims to investigate the relationship between marketing action,
brand equity and customer retention for cosmetic products. There are two objectives
in this study: to explore the effect of brand equity on customer retention and to find
out the effect of marketing actions on brand equity and the customer retention for
three cosmetics industry. The quantitative research approach was applied in this study.
The required data was collected from 150 cosmetic customers for the case study. Data
analysis for the study was conducted using SPSS (Statistical Package for Social
Sciences) software. The analysis used descriptive statistics (mean, percentage and
frequency) as well as inferential statistics (correlation and regression analysis) to
facilitate the meaningful analysis. The result showed that there is a significant positive
relationship between marketing actiorq brand equrty and customer retention. As the
results, marketing action of advertising has a stronger influence on the customer
retention in building brand equity. Therefore, this study suggests that the companies
have to build strong marketing action to be able to guarantee customer retention and
followed by brand equity to their products.
Thesis/dissertations
Yangon University of Economics
Daw Cho Mar Lwin
0
0
views
downloads
Views Downloads

Export

OAI-PMH
  • OAI-PMH DublinCore
Other Formats