{"_buckets": {"deposit": "e5fa748c-a548-4f6a-b181-ce12940089cd"}, "_deposit": {"created_by": 21, "id": "9768", "owner": "21", "owners": [21], "owners_ext": {"displayname": "IG", "username": null}, "pid": {"revision_id": 0, "type": "depid", "value": "9768"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00009768"}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "The Effects of Product Innovation and Brand Equity on Brand Resonance of Suzuki Car Users in Yangon (Saw Dave Po Gay, 2022)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study seeks to investigate the effects of product innovation and brand equity on brand resonance of Suzuki car users in Yangon. In this study, data is collected from 120 respondents of Suzuki car users in Yangon using structured questionnaires. Simple random sampling method is applied to collect the data. This study employs both descriptive and analytical research methods. The research shows that goods innovation has a positive effect on brand awareness, brand image and brand leadership of Suzuki automobile. Service innovation has a significant effect on brand loyalty and brand image of Suzuki car. Some dimensions of brand equity including brand awareness, brand image and brand leadership also significantly effect brand resonance of Suzuki car users. Therefore, this study shows that the higher and better brand resonance of Suzuki car users results from advanced technological features and strategic services of brand leadership through innovative goods and services of Suzuki automobile. Thus, Suzuki Myanmar Motor needs to consider product innovation and brand leadership as high priorities and should maintain and keep growing product innovation activities of goods and services in order to ensure the long-term success of the company."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2024-09-02"}], "download_preview_message": "", "file_order": 0, "filename": "Saw Dave Po Gay,MBAII-8, 24th. Bt..pdf", "filesize": [{"value": "577 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "mimetype": "application/pdf", "size": 577000.0, "url": {"url": "https://meral.edu.mm/record/9768/files/Saw Dave Po Gay,MBAII-8, 24th. Bt..pdf"}, "version_id": "d303c042-f1b2-4902-bf71-bcf4eb1201f7"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Su Hlaing Oo"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Saw Dave Po Gay"}]}]}, "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": "2022-04-01"}, "item_title": "The Effects of Product Innovation and Brand Equity on Brand Resonance of Suzuki Car Users in Yangon (Saw Dave Po Gay, 2022)", "item_type_id": "21", "owner": "21", "path": ["1582965660463"], "permalink_uri": "https://meral.edu.mm/records/9768", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2024-09-02"}, "publish_date": "2024-09-02", "publish_status": "0", "recid": "9768", "relation": {}, "relation_version_is_last": true, "title": ["The Effects of Product Innovation and Brand Equity on Brand Resonance of Suzuki Car Users in Yangon (Saw Dave Po Gay, 2022)"], "weko_shared_id": -1}