MERAL Myanmar Education Research and Learning Portal
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Brand Equity and Customer Retention(A Case Study of Three Cosmetic Brands in Myanmar
https://meral.edu.mm/records/8933
https://meral.edu.mm/records/89338da138ea-a879-4269-a6bc-ff337ae0b530
5473a331-0de3-4318-ac06-795f944c4b25
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Title | ||||||
Title | Brand Equity and Customer Retention(A Case Study of Three Cosmetic Brands in Myanmar | |||||
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. |
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Thesis/dissertations | ||||||
Yangon University of Economics | ||||||
Daw Cho Mar Lwin |