{"_buckets": {"deposit": "84aa5c82-3daa-4392-99e4-c242ec786682"}, "_deposit": {"created_by": 20, "id": "9138", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "9138"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00009138", "sets": ["1582963436320", "1698989833663"]}, "author_link": [], "control_number": "9138", "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Brand Trust and Brand Loyalty of Nibban Electronic Products (Soe Kyaw Lwin, 2023)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study aims to identify the brand identity and brand image, to analyses their effects on brand trust, and to examine the effect of brand trust on brand loyalty of NIBBAN electronic products. The sample size of 240 customers who have used NIBBAN Electronic Products was determined for this study using the Cochran formula. The study targets customers who have used NIBBAN Electronic Products to collect the primary data. The 240 sample customers were selected using the simple random sampling method, and they were interviewed with the aid of structured questionnaires. The factors considered in the study are brand identity (brand as person, brand as symbol and brand as relationship) and brand image (brand salience, brand performance and brand imagery). Both descriptive statistics and quantitative research methods are applied in this study. The result of mean value for the six factors were acceptable, the customer perception has favor of the band with all mean scores being very high, suggesting a strong level of agreement among respondents regarding the brand\u0027s attributes and customer perceptions. According to the regression results, all of the brand identity variable and brand image: brand salience variable highly significant positive effect on brand trust. In addition, brand trust also significant positive effect on brand loyalty in NIBBAN electronic products. Therefore, it is suggested that higher levels of brand trust are associated with greater brand loyalty. To enhance brand loyalty for NIBBAN electronic products, it is recommended that NIBBAN focuses on continuous innovations, emphasizes a strong value proposition, and engages in effective marketing activities to strengthen brand trust."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2023-11-06"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Soe Kyaw Lwin (MMM-I-87), 1st Batch.pdf", "filesize": [{"value": "806 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 806000.0, "url": {"url": "https://meral.edu.mm/record/9138/files/Soe Kyaw Lwin (MMM-I-87), 1st Batch.pdf"}, "version_id": "48e51e4b-d7e2-4579-9285-2a6a7311d51c"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. May Su Myat Htway Aung"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Soe Kyaw Lwin"}]}]}, "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": "2023-08-01"}, "item_title": "Brand Trust and Brand Loyalty of Nibban Electronic Products (Soe Kyaw Lwin, 2023)", "item_type_id": "21", "owner": "20", "path": ["1582963436320", "1698989833663"], "permalink_uri": "https://meral.edu.mm/records/9138", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2023-11-06"}, "publish_date": "2023-11-06", "publish_status": "0", "recid": "9138", "relation": {}, "relation_version_is_last": true, "title": ["Brand Trust and Brand Loyalty of Nibban Electronic Products (Soe Kyaw Lwin, 2023)"], "weko_shared_id": -1}