• Nan Lin Lin Tun Business Administration Program in International Business (International program), International College, Panyapiwat Institute of Management
  • Sunida Piriyapada Business Administration Program in International Business (International Program), International College, Panyapiwat Institute of Management


Media Mix Elements, Corporate Reputation, Brand Attributes, Service Quality, Brand Preference and Purchase Decision


This paper aims to identify the current media mix elements successfully promote in building brand preference for marketers as influential factors have favorable impact on consumer purchase decision of foreign brand handbags in Myanmar. Regarding research methodology, a convenient random sampling method was used to collect the data and the sampling of target population conducted on 400 shoppers in major high-end shopping malls in Myanmar. Besides that, this research measured through using path analysis’s technique to study the relationships between variables for testing the direct and indirect effects of proposed research variables. The research findings indicate that purchase decision and media mix elements through brand preference influence Myanmar shoppers which are positive and significant relationship, except print advertisement. In addition, the results of the research indicate that Internet/ Digital Media and Service Quality have both a significant direct and indirect effects on purchase decision. In conclusion, this study findings can use as a guide for handbag brand managers to understand the factors that affecting consumer preference, as well as formulate their business strategies in Myanmar handbag market entry. In this case, the managers should focus on how to build a strong brand towards digital marketing, services, promotion and service quality of sales persons which have great impacts in both direct and indirect effects to consumer purchase decision. Therefore, the results of this study delivers key value factors to increasing brand preferences which are considerable issues in this competitive market. With those insights in the business implication are especially useful for resulting in a better planning for marketing decision


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How to Cite

Tun, N. L. L., & Piriyapada, S. (2020). THE INFLUENCE OF MEDIA MIX ELEMENTS ON BUILDING BRAND PREFERENCE FOR FOREIGN HANDBAG BRANDS IN MYANMAR. Suthiparithat, 34(109), 270–282. Retrieved from



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