{"_buckets": {"deposit": "fe8954ed-822d-4700-b53d-8a1ab4172dbf"}, "_deposit": {"created_by": 20, "id": "9828", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "9828"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00009828", "sets": ["1698989833663"]}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "Emotional Branding, Customer Satisfaction and Brand Loyalty of Apple Smart Phone ( Zaw Lynn Htet, 2024)", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "This study aims to examine the effect of Apple’s emotional branding practices on customer satisfaction and brand loyalty and analyze the mediating effect of customer satisfaction between emotional branding practices and brand loyalty. This study examines five emotional branding elements—sensory experience, relationship building, imagination, vision, and nostalgia—of Apple smartphones. The target population are Apple Smart Phone users in Yangon. The sample size is 169 respondents by Cochran’s formula (1977). The systematic sampling method is used. The questionnaire is distributed to every 3rd customer that enters Apple authorized shops until they reach the desired sample size. As findings, Sensory Experience, Relationship Building, Imagination, Vision and Nostalgia had a significant positive effect on brand loyalty. Sensory experience, relationship building, imagination, vision and nostalgia had a positive effect on customer satisfaction. The findings show that customer satisfaction significantly mediates the relationship between emotional branding and brand loyalty. To enhance Apple smartphones\u0027 emotional branding and strengthen customer loyalty, Apple should focus on enhancing the sensory experience through premium materials, advanced display and audio technologies, personalized customer service, stimulating imagination, crafting a compelling vision and celebrating Apple’s heritage for nostalgic product releases"}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2024-09-13"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Zaw Lynn Htet MMM-124,(1st Batch), 2nd Batch.pdf", "filesize": [{"value": "814 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 814000.0, "url": {"url": "https://meral.edu.mm/record/9828/files/Zaw Lynn Htet MMM-124,(1st Batch), 2nd Batch.pdf"}, "version_id": "b5ccbc36-50f7-4d08-80ed-e69d43c20809"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Phu Pwint Nyo Win Aung"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Zaw Lynn Htet"}]}]}, "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": "2024-07-01"}, "item_title": "Emotional Branding, Customer Satisfaction and Brand Loyalty of Apple Smart Phone ( Zaw Lynn Htet, 2024)", "item_type_id": "21", "owner": "20", "path": ["1698989833663"], "permalink_uri": "https://meral.edu.mm/records/9828", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2024-09-13"}, "publish_date": "2024-09-13", "publish_status": "0", "recid": "9828", "relation": {}, "relation_version_is_last": true, "title": ["Emotional Branding, Customer Satisfaction and Brand Loyalty of Apple Smart Phone ( Zaw Lynn Htet, 2024)"], "weko_shared_id": -1}