Browsing by Author "Gunawardane, W. A. D. N. R."

Now showing 1 - 15 of 15

Effect of Perceived Risk on Purchase Intention of Electric Scooters by Examining the Moderation of Customer Attitudes with Special Reference to Western Province in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sapumohotti, K. G.; Gunawardane, W. A. D. N. R.
Despite the economic and environmental benefits of electric scooters, adoption of e-scooter in Sri Lanka remains limited. The study investigates and bridges the gap by analysing how different types of perceived risk elements impact consumer purchase decisions, as literature on the relationship between perceived risk and purchase intention needs further investigation. A quantitative research approach is utilized to conduct a structured and systematic investigation of the problem. The survey was performed by focusing 386 respondents from the Western Province who were focused via convenience sampling.The survey was shared online, using digital media to reach a larger audience. The research utilized a deductive approach within a positivist paradigm, making it easier to evaluate stated hypotheses through empirical observation. Structural Equation Modeling (SEM) was used to investigate the complicated interactions between perceived risks, purchase intention, and consumer attitudes. The study found that perceived risks had a substantial negative influence on electric scooter buying intentions. Among the five aspects of perceived risk, performance risk and financial risk were the most impactful among prospective buyers. Customer attitudes were discovered as a significant moderator, capable of minimising the negative consequences of perceived risks.The findings were difficult to contextualize due to a lack of previous research on perceived danger in the Sri Lankan e-scooter setting. Despite these limitations, the study adds to the academic literature by describing how perceived risks and consumer attitudes influence purchase intentions. Policymakers may help these initiatives by providing incentives like as subsidies, deductions for taxes, and improvements in charging infrastructure. Targeted ads emphasizing environmental advantages and modernism can reinforce good customer attitudes, increasing adoption rates. These combined efforts, by resolving customer concerns and highlighting the benefits of electric scooters, can help Sri Lanka build its environmentally friendly transportation sector.
Experiential Marketing Strategies on Brand Love: A Study of Franchised Fast-Food Chains
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Navodya, E. K. A. P.; Gunawardane, W. A. D. N. R.
Franchise fast-food chains in Sri Lanka face a growing challenge, especially in attracting and retaining the Generation Z segment. The study uses the experiential marketing framework to investigate the impact of experiential marketing strategies on Brand Love among Generation Z consumers in franchised fast-food chains in Sri Lanka. A quantitative approach was used, where data was gathered through the online survey responses of 359 responses were analysed. The results indicated a significant association between experiential marketing dimensions and brand love by confirming the theoretical framework. Further business strategies should prioritize emotional and relational connections to attract and retain Generation Z consumers. Sensory and behavioral strategies can complement these efforts, whereas cognitive-focused approaches may be less effective in this context. Theoretical contributions include validating Schmitt’s framework and expanding its application in low-involvement industries. The study focuses only on franchised fast-food chains in Sri Lanka, targeting only Generation Z consumers in one geographic region. Therefore, studies of other industries and demographics in the future will increase generalizability.
Factors Influencing on Used Passenger Car Purchase Intention by Examining the Mediation of Perceived Value in Sri Lankan Used Vehicle Market
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Nirmani, M. W. T.; Gunawardane, W. A. D. N. R.
With the suspension of new car imports to Sri Lanka from 2020, there has been a significant transformation in the used vehicle market in Sri Lanka in the last decade. Therefore, understanding the factors influencing the used passenger car purchase intention of consumers will be very helpful for all organizations and businessmen involved in the used vehicle market in Sri Lanka to formulate effective strategies, the research's purpose is investigating the factors influencing on used passenger cars purchase intention in used vehicle market in Sri Lanka, focusing on the mediating role of perceived value. This study adopted a positivist approach, focusing on quantitative methodology concerned with analysing relationships between variables, and collected primary data based on a sample of 398 respondents, utilising structured online questionnaires.. The results of the analysis show that among the independent variables, brand, price, design, technical consideration, etc., only the "technical consideration" variable has a weak relationship with perceived value. It has been confirmed that it is not a significant effect by accepting other hypotheses. Accordingly, this study has further shown that the variables brand, price, design, technical consideration, perceived value is all the most important in determining purchase intention. Not only that, the findings of this study have confirmed that the mediation of perceived value is also an important variable.This research has implications for theory as well as practice. From a theoretical perspective, it enriches the literature by elaborating on the mediating role of perceived value in the context of intention to purchase a used car. Practically, it gives actionable insights to automotive companies and leasing firms on strategic branding, competitive pricing, and innovative design for enhanced consumer value perception. In addition, it provides insight to used car dealers, online buying and selling vehicle platforms, customers, and new entrepreneurs.
Impact of Brand Equity on Consumer Purchasing Intention with Special Reference to Franchised Food Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Perera, N. S. D. S.; Gunawardane, W. A. D. N. R.
Brand equity is recognized as a significant and key concept for any company or industry, supporting organizations in maintaining a favorable customer base. In the highly competitive franchised food industry, retaining customers is a considerable challenge. Numerous researchers have found that brand equity significantly influences customer buying decisions. As highlighted in empirical investigations, brand equity plays a crucial role in brand-related behavior. This survey was conducted to determine the impact of brand equity on consumer purchasing intention. The study empirically evaluated the interlink of five dimensions of brand equity: brand awareness, brand association, perceived quality, and brand loyalty. Primary data were collected through a questionnaire to examine the research objectives. The study's population was unknown, and data were gathered from 372 respondents using a convenience sampling method under the non-probability sampling technique. Hypotheses were tested using inferential statistical tools, in accordance with the assumptions, using the Statistical Package for Social Science (SPSS) version 26. The results indicated a positive and significant impact of brand equity on consumer purchase intention. Thus, brand equity critically influences how consumers purchase franchised fast foods. The conclusions of this study will significantly contribute to companies in the franchised fast foods market by aiding in the development of brand equity-related strategies, including marketing promotion methods. Managerial recommendations were provided, emphasizing emotional branding strategies within the context of brand equity.
The Impact of Brand Personality on Brand Trust with Special Reference Fast Food Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Kumari, V. D.; Gunawardane, W. A. D. N. R.
This article aims to examine the impact of brand personality dimensions on brand trust within the Fast Food Industry in Sri Lanka. Numerous researchers in various countries and contexts have explored this topic using different brand personality attributes. This study, however, focuses on five specific brand personality attributes: Sincerity, Excitement, Competence, Sophistication, and Ruggedness, which serve as the dimensions of the independent variable. The research is based on responses from 378 participants. A quantitative research design was employed, and the data collected were analysed using the Statistical Package for the Social Sciences (SPSS) version 26. The major findings, derived from testing hypotheses through multiple regression analysis, indicate that Sincerity, Excitement, and Competence have a positive and significant impact on brand trust. Conversely, Sophistication and Ruggedness were found not to have a significant impact on brand trust within the Fast Food Industry in Sri Lanka. The study also identifies certain limitations and provides suggestions for future research to enhance the effectiveness and reliability of the findings.
The Impact of Celebrity Endorsement in Developing Purchase Intension with Special Reference to Confectionery & Bakery Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Silva, S. W. K. N. D.; Gunawardane, W. A. D. N. R.
This study aims to examine the impact of key determinants of Celebrity Endorsement on customers' purchase intentions, with a particular focus on the population in the Western Province of Sri Lanka. The determinants of Celebrity Endorsement analyzed in this study include Attractiveness, Trustworthiness, and Expertise. A research model was developed based on various studies and theories, and a quantitative research approach was employed. The study population comprised individuals aged 18 and above, both male and female, residing in the Western Province. A convenience sampling method was used to select the sample. Data were collected through a structured questionnaire administered via an online survey. Correlation and linear regression analyses were conducted to evaluate the hypotheses. The findings revealed a positive and strong relationship between the key determinants: Attractiveness, Trustworthiness, and Expertise and the purchase intention for biscuit products among individuals in the Western Province. The research findings contribute to understanding the value-enhancing potential of Celebrity Endorsement and illustrate its impact on customers' purchase intentions in the Confectionery and Bakery industry. These findings are valuable for decision-makers and marketers in the Confectionery and Bakery industry, providing insights into customer behavior and aiding in the development of effective marketing strategies. The effects of Celebrity Endorsement on customer perceptions and purchase intentions regarding Confectionery products and brands in the Sri Lankan context have yet to be fully understood.
The Impact of Facebook Advertising Credibility on Consumer Purchase Intention: with Special Reference to Herbal Cosmetic Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Piyumali, J. K. A.; Gunawardane, W. A. D. N. R.
As technological advancements have accelerated, the advertising industry has shifted away from traditional tools to embrace social media networks as the primary medium for customer engagement. Among these platforms, Facebook stands out as the most popular. Despite this, advertising messages disseminated through social media networks often fail to elicit adequate responses from target audiences. The credibility of the information presented in social media advertisements remains questionable to many consumers, which may diminish the effectiveness of these ads and undermine marketers' efforts to convince customers to make purchases. This study aims to assess the impact of Facebook advertising credibility on customer purchase intentions regarding herbal cosmetics. To achieve this objective, a quantitative approach was adopted, involving a survey of 385 respondents from the Western Province who are Facebook users. Data were collected via an online questionnaire and analyzed using SPSS version 26. The findings revealed that advertising credibility has a significant positive impact on customer purchase intentions. It is recommended that marketers of herbal cosmetics focus on providing realistic and honest information in their advertising messages to enhance their effectiveness.
Impact of Sensory Branding on Customer Perceived Value Towards Coffee Shops: Examining the Mediation of Brand Love of Foreign Tourists
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Yasith, H. L. M.; Gunawardane, W. A. D. N. R.
In recent years, sensory branding, or neuromarketing, has become an emerging marketing strategy to create memorable, engaging brand experiences and have consumers behave. This interdisciplinary field combines neuroscience, psychology, and marketing principles to determine how sensory stimuli influence consumers' perceptions, opinions, and decision-making.the research examines the effects of sensory branding on customer perceived value in Sri Lankan coffee shops among foreign tourists, focusing on the mediating effect of brand love. The goal is to figure out how sensory aspects, like sight, sound, smell, taste and touch, bring to light the perception of value and emotional attachment of the tourists to the coffee shop brands. A quantitative methodology is applied, consisting of a structured questionnaire administered to 148 foreign tourists visiting famous coffee shops in major tourist attraction sites in Sri Lanka, Sensory branding is found to strengthen customer perceived value and brand love significantly. In this context, brand love refers to customers' emotional attachment and deep connection towards a brand. In particular, sensory branding experiences positively affect customer perceived value, meaning that well-crafted sensory environments in coffee shops positively impact perceived value among foreign tourists. The implications of this study are both theoretical and practical.
The Impact of Social Media Marketing on Brand Trust: with Special Reference to Cosmetic Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Disanayake, D. M. G. S.; Gunawardane, W. A. D. N. R.
In the Sri Lankan cosmetics sector, establishing brand trust is identified as a significant challenge faced by marketers amidst the current competitive landscape. This research investigates the impact of social media marketing on brand trust within the Sri Lankan cosmetics industry, particularly in the context of the rise of digital media. Empirical studies examining the effect of social media marketing on brand trust in the cosmetics industry in Sri Lanka are limited, revealing a gap in empirical knowledge. This study aims to address this gap by evaluating the impact of social media on brand trust in the Sri Lankan context and identifying the determinants of social media's influence. To achieve this objective, data were collected from 300 consumers who use social media to engage with cosmetic brands in the Western Province, with 148 responses obtained. The data were analyzed using descriptive statistics, correlation analysis, and multiple regression analysis. The results indicate a statistically significant and strong positive relationship between entertainment, interactions, word of mouth, customization, trendiness, and brand trust. Additionally, the study identified that entertainment, interactions, word of mouth, customization, and trendiness significantly impact brand trust. The findings suggest that social media marketing enhances brand trust and provides genuine motivation for product reviews and recommendations. This gradually fosters an increase in brand evangelism among customers.
Impact of Store Atmosphere on Consumer Purchasing Intention with Special Reference to Retail Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Udayapriya, W. C. K.; Gunawardane, W. A. D. N. R.
The store atmosphere significantly influences consumer purchasing behavior in fashion retail outlets. Limited studies have been conducted on this topic within the context of Sri Lankan fashion retail outlets. Consequently, this article aims to analyze the impact of various elements of store atmosphere specifically display and layout, music, lighting, cleanliness, and color on consumer purchasing intention. Data for the research were collected from 370 respondents who visited fashion retail outlets in Sri Lanka. A structured questionnaire was administered via an online survey, and a simple random sampling method was employed for data collection. Descriptive statistics were used to analyze the collected data. The findings indicate a positive and significant impact of display and layout, music, lighting, cleanliness, and color on consumer purchasing intention. This study contributes new insights into the impact of store atmosphere on purchasing behavior. It is anticipated that retailers will gain a better understanding of the factors influencing purchase and repurchase intentions in the fashion retail industry, which may lead to improvements in the standards and quality of retail offerings in Sri Lanka.
Impact of Sustainable Event Practices in Attracting Attendees to Research Conference Events in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sarathchandra, W. A. G. S.; Gunawardane, W. A. D. N. R.
The event industry in Sri Lanka plays a significant role in the national economy and cultural representation, with research conferences being a pivotal segment. However, the increasing global emphasis on sustainability necessitates the adoption of economically, environmentally and socially responsible practices to enhance attendee attraction and event success. This study will explore the influence of sustainable event practices in attracting attendees to research conferences in Sri Lanka. It aims to address gaps in existing literature by providing localised insights into the implementation and effectiveness of these practices. The study applies a deductive reasoning framework to examine specific hypotheses about the influence of sustainable event practices on attendance attractiveness. The quantitative method is used to collect primary data among academics and professionals who attended the research conferences through a questionnaire, sample consists of 300 individuals from academia and industry who attended research conferences, The implications of this study are multifaceted. Theoretically, it enhances the understanding of how sustainable practices influence attendee attraction at academic and research conferences. The findings align with prior studies and underscore the importance of integrating sustainability principles into event planning to engage eco-conscious attendees. Practically, this study depicts the need for the implementation of energy-efficient solutions, effective methods of waste management, and transportation systems that support a sustainable environment
Role of Brand Heritage in Developing Brand Loyalty; examining the mediation of Brand Trust with Special Reference to Sri Lankan Tea Brands
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Bodhipaksha, W. K. A. L. D.; Gunawardane, W. A. D. N. R.
The tea industry, a cornerstone of Sri Lanka’s economy and cultural identity, has faced significant challenges, including declining domestic consumption, over the past two years. Against this backdrop, it is crucial to understand how a brand’s historical and cultural heritage influences consumer behavior, as literature support on the relationship is inconclusive in nature. The study employed quantitative methodology, the study collected data from 354 respondents through structured questionnaires. Data analysis was conducted using IBM SPSS.The findings confirm that brand heritage has a significant positive impact on brand loyalty, both directly and indirectly, through the mediating role of brand trust. Brands with a strong heritage are perceived as more authentic and trustworthy, leading to deeper emotional connections and sustained loyalty. These results validate the hypotheses and underscore the importance of trust as a critical mediator in transforming heritage into customer commitment. The outcomes underscore the dynamic role of brand heritage, not as a static attribute but as an evolving strategy that must adapt to contemporary market conditions.In conclusion, this study reaffirms the importance of brand heritage as a strategic asset for fostering trust and loyalty. Sri Lankan tea brands can achieve sustained relevance and competitive advantage by leveraging their rich historical and cultural legacies while addressing modern consumer demands. The integration of heritage-driven narratives with trust-building efforts offers a pathway to revitalizing the domestic tea market and positioning Sri Lankan tea brands as globally competitive and culturally resonant.
Role of Event Marketing in developing Brand Trust and Brand Loyalty: with Special Reference to the Mobile Telecommunication Industry in Sri Lanka
(Faculty of Commerce and Management Studies University of Kelaniya, Sri Lanka, 2020) Gunawardane, W. A. D. N. R.
Event marketing appears to be an innovative technique which used by mobile telecommunication companies in order to influence their customers towards a brand relationship. Evidence from literature revealed that the impact of event marketing in creating consumer brand trust and brand loyalty is inconclusive. Further the relationship between brand trust and brand loyalty is influenced by consumer gender and brand commitment. Thus, the purpose of this study is to identify the significance of event marketing on creating consumer brand trust and brand loyalty with a varies impact by consumer brand commitment and gender in Mobile Telecommunication industry of Sri Lanka. The study adopted survey method in order to collect data. The study collected data from three hundred and forty-three (343) respondent using self-administrative questioner. The relationship among event marketing and brand loyalty was significant and the study identified that event marketing could result in creating both brand trust and brand loyalty. Further the brand trust partially mediates the impact of event marketing on brand loyalty. Moreover, the study supported moderating effect of consumer gender and brand commitment on the relationship between brand trust and brand loyalty. The study reveals the importance of event marketing in creating brand trust and brand loyalty of mobile customers, and need of taking gender composition and brand commitment among their consumers in such attempts. The research findings contribute to the relationship marketing literature by providing new insights into event marketing-on of the relationship marketing tools.
The Impact of Agile Marketing on Brand Attachment: Examining the Mediating Role of Brand Trust with Special Reference to Skincare Products among Gen Z Consumers in the Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Siyambalapitiya, H. J. C.; Gunawardane, W. A. D. N. R.
This study explores the influence of agile marketing techniques on brand attachment among Generation Z consumers in Sri Lanka's Western Province, with a particular emphasis on skincare products. It investigates the mediating role of brand trust in influencing the relationship between agile marketing practices and brand attachment. This research, therefore, seeks to add to the literature on marketing agility and brand dynamics by looking at how trust-based agile marketing strategies impact consumer-brand relationships, with particular attention to the Gen Z consumer, who has been at the center of changing consumer behavior and preferences for brands. The results of this study are intended to offer practical insights into how brands can utilize agile marketing strategies to establish trust and nurture stronger emotional bonds with their consumers.This study is a quantitative research effort that adopts a positivist philosophy, emphasizing objective analysis to measure the relationships among agile marketing, brand trust, and brand attachment among Generation Z consumers in the Western Province of Sri Lanka. Theoretically, it contributes to the assertion that agile marketing is a decisive factor in evoking brand trust and attachment, mainly in Generation Z consumers. Most importantly, it was able to fill the gap in knowledge as regards how agile marketing is related to brand attachment by identification of brand trust as a pivotal mediator. The findings also contribute toward the principles of relationship marketing by depicting that adaptive marketing strategies may work like dynamic tools to increase the emotional attachment of consumers.
The Impact of In-Store Experiential Marketing Strategies on Customer Perceived Value in Service Delivery: A Study on International Franchised Fast-Food Restaurants in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ranwalage, R. N. K.; Gunawardane, W. A. D. N. R.
One of the key developments in the restaurant industry is that individuals not only come to restaurants for a meal but also spend their extraordinary time and gain spontaneous excitement. Thus, experiential marketing activities create unique value towards the consumer. Yet the available literature indicated a dearth of knowledge on experiential marketing strategies and customer perceived value. To achieve research objectives, a quantitative approach was utilized. In this regard, data was collected from 306 respondents who have visited restaurants within the past three years. According to the results generated, the research concluded that In-store experiential marketing strategies have significant impact on customer perceived value, with experiences of sense, feel, think, and act demonstrating strong positive impacts, while the relate experience did not achieve statistical significance in the franchised fast-food restaurants context. The study's findings are limited to using convenience sampling, which may restrict the generalizability of results to the broader population of international franchised fast-food customers. Furthermore, the study faced limitations due to a lengthy questionnaire, which may have reduced data richness, and a filtering criterion that excluded individuals from not visiting franchised fast-food restaurants within the past three years, narrowing the participant pool. Additionally, the cross-sectional design constrained the study's ability to capture changes in customer perceptions over time, limiting the scope of insights obtained.This research contributes to the literature on experiential marketing by validating its role empirically in the service delivery of the internationally franchised fast-food sector, while providing certain insights to enhance customer experience. From a practical viewpoint, this study provides implications for fast-food operators and marketers regarding the need for the creation of sensory-rich, emotionally engaging, and thinking experiences. Therefore, future studies can develop new dimensions regarding moderating and mediating variables, alternative contexts, and the use of advanced analytical techniques to enrich this area further.