Browsing by Author "Pushpakumara, B. M. A."

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    Consumer Brand- Related Behavior in Persuasive Communication Context: A Conceptual Review with Reference to Insurance Sector Research Proposition.
    (8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2017) Pushpakumara, B. M. A.; Dissanayaka, D. M. R.
    Building and maintaining a strong relationship with their customers has become a basic requirement for business. So, the firm should build close relationship with customers through perceived communication. There are only a few researches that have studied the consumer brand relationship especially in the Sri Lankan context. The brand experience incorporates all consumer get in touch with the brand from advertising and promotions to after-sale customer service. Customers will evaluate brand and regulate their behavior based on these interactions. Insurance was introduced to Sri Lanka during the British rule. The industry was gradually developed with a number of critical regulatory changes. The level of expansion of the insurance sector in the country in 2016 was relatively slow as reflected in a marginal improvement in penetration and density. An attempt was made to build argument supporting to the suggested proposition. In a practical context, band marketer can use the findings of this study to see their strengths and weaknesses in their use of brand value and can improve their performance accordingly. We do propose to extend the future studies on different market-based applications.
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    Customer Self Oriented and Other Oriented Intrinsic Values, Brand Trust and Consumer-Brand Relationship: A Conceptual Review with Reference to Life Insurance Sector Research Proposition
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2020) Pushpakumara, B. M. A.
    The purpose of this paper is to explore the intrinsic value and brand trust on Consumer-Brand Relationship. Particular attention is focused on concerning literature and using the result of literature review providing research proposition leading to theoretical and managerial implication. Building and continuously maintaining close brand relationship with customers has become regular necessary for current business. The consumer brand relationship is still very rarely applied in the life insurance context. The author highlighted Proposition of intrinsic self-oriented value (Hedonic Value), Proposition of intrinsic other oriented value (Altruistic value) and Proposition of Brand Trust on consumer brand relationship. New research proposition presented in this paper enhance the literature on recent development in consumer brand relationship. This study was made to build argument supporting to suggested proposition. Findings of this study can be used by brand marketer to identify their strength and weakness. Finally, researcher does propose to expand the future studies on different context.