Browsing by Author "Wanninayake, W. M. C. B."

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Consumer Ethnocentrism and Its Influence on Impulsive Buying Behav- iour in Sri Lankan Milk Powder Market: The Moderation Effect by the Consumer Impulsiveness Traits
(Faculty of Commerce and Management Studies, University of Kelaniya., 2018) Karunaratne, L. G. A. S.; Wanninayake, W. M. C. B.
The dairy industry faced an unexpected and serious crisis regarding the Dicyandiamide (DCD) factor. Then an impulsive buying situation was raised and the milk powder brands were focusing on the ethnocentric appeal to rebuild their brands in the market. In buying the milk powder brand in this impulsive situation the impulsiveness personality trait of the customer has raised as an influential for the buying process. Therefore, identifying the impact of the Ethnocentrism on the Consumer Impulsive Buying Behaviour moderated by the Consumer Impulsiveness trait is the key issue of this study. The hypotheses were formulated to verify the relationship between the variables; in order to answer the research questions. The data collection was done with a sample of 350 consumers. The tool used to collect data was a questionnaire and it was developed using already developed measurements by researchers. The key findings of the study were that the Sri Lankan dairy product consumers have medium level Impulsiveness and there is a positive relationship between Ethnocentrism and Impulsive Buying Behaviour. But when this relationship is moderated by the Impulsiveness trait the relationship gets stronger. When the ethnocentric consumers involve in the purchasing, most of the time, goes with a pre-planned purchasing decision. Therefore, all the local and multinational companies should get into activities that can stimulate and arouse the impulsiveness personality trait of the milk powder consumers. Then the consumers who have the ethnocentrism trait will stimulate to go for impulsive buying.
Factors Evaluating the Toe Model of Geo-Information System Adoption by the Sports Authorities in Sri Lanka; An Exploratory Study to Develop a Service Model
(Faculty of Commerce and Management Studies University of Kelaniya, Sri Lanka, 2020) Herath, H. M. B. I.; Wanninayake, W. M. C. B.
The construction of sports information is a unity of individual behaviour and collective behaviour aims to fully respect the right authority of different sports organizations, which is to take measures to implement market mechanisms, and to mobilize the initiative of different sports enterprises conducting the construction of sports information. Geo-Information System (GIS) has been used as an administrative tool or platform to access potential stakeholders in Sports. The purpose of this paper was to determine the factors influencing sports authorities’ decision to adopt GIS as an administrative platform in Sri Lanka. The technological, organizational and environmental (TOE) framework was used as the conceptual parameter which is a widely-accepted model for studying IT adoption in organisations. The data collected, through an online questionnaire-based survey that was completed by 32 respondents ‘analysis, Bivariate Correlation and Linear Regression exploratory statistical test were used to analyse the data and the proposed hypotheses. The results showed that the environmental context has a significant impact on the adoption of the Sports Geo- information system. Organization and Environment contexts have moderate positive relationships with GIS adoption. Although the organizational context has a significant moderate relationship with the GIS adoption, it does not have any significant impact on the adoption of GIS by sports authorities. Superiors support, employees’ innovativeness, and IT experience do not impact on the adoption of GIS at the sports institutions respectively. This would imply that any support and guideline from superiors of the organizations for employees would be very crucial for an adoption decision. Strategic level of the sports organizations need to play an important role to support their employees by providing subjects or practicum training on how to exploit the benefit of GIS for doing smoother sports administration. This paper provides the TOE model as a robust format that can predict the adoption of a Geo-information system as an administrative platform.
Impact of Brand Crisis on Brand Avoidance in Electronic Retailing Portal with the Mediating Effect of Brand Love and E-Brand Trust: with Special Reference to Fast Moving Consumer Good Consumption in Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Dabare, P. U. I.; Wanninayake, W. M. C. B.
The fast-moving consumer goods (FMCG) market is one of the most competitive and aggressive markets globally. Even though many branding concepts were investigated by the previous researchers, brand crisis and brand avoidance behavior were not sufficiently investigated in the local context. Therefore, the purpose of this study is to identify the impact of the brand crisis on brand avoidance with the mediating effect of brand love and e-brand trust within the FMCG purchases via e-retailing portal in Western Province, Sri Lanka. As this study is quantitative in nature, it has used structured survey questionnaires, identifying a sample of 325, which consist of online users especially referring to generation Y and Z, using a multistage mix sampling method. In terms of testing hypothesis, the researchers have followed Partial Least Square (PLS), and Structural Equation Modeling (SEM). The structural model's bootstrapping results demonstrated that brand crisis positively impacts brand avoidance, negative relationships in between brand crisis and e-brand trust, brand love and brand avoidance, e-brand trust, and brand avoidance. Since the study focuses only on the FMCG category within an online context, the generalization of findings is framed only for the given context. However, along with the mediation of e-brand trust, it has proved that e-brand trust prevents brand avoidance in FMCG online retailing in times of crisis.
The Impact of Brand Trust in Developing Brand Loyalty with special reference to Premium Apparel Brands in Sri Lanka
(Department of Marketing Management, University of Kelaniya, 2017) Ranathunga, P. R. A. J. S.; Wanninayake, W. M. C. B.
The importance of brand trust has become a significant factor when comparing to previous years. Brand trust plays a major role for each and every organization in building up the relationship between the product and the customer with the purpose of increasing sales in order to get the maximum profit towards the organization. This study was focused on premium apparel brands in Sri Lanka. Key objective of the study is to investigate the impact of brand trust on brand loyalty in reputed apparel brands in Sri Lanka. The study was based on both primary and secondary data and the primary data were collected from the sample through printed questionnaires which was conducted in Western province by covering Colombo, Gampaha and Kalutara. A structured questionnaire was designed to obtain information based on three categories which are general information, evaluation of the statements relevant to brand trust, brand loyalty and brand effect and demographic information. Brand trust variables were categorized into seven dimensions namely fiability dimensions, intentionality dimensions, credibility, integrity, benevolence, word of mouth and personal experience. The results illustrated that there is an impact of brand trust on brand loyalty with special reference to reputed apparel brands in Sri Lanka. According to the research findings, brand affect which is the moderating variable is highly impact on brand loyalty.
Impact of Celebrity Endorsement on Brand Switching Behavior of Customers: With Special Reference to Sri Lankan Mobile Telecommunication Industry in Puttlam District
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Madushani, S. M. W.; Wanninayake, W. M. C. B.
The mobile telecommunications business has evolved into a vital aspect of today's fast-paced, technologically advanced world. As the market matures, mobile communication services become more similar, resulting in increased rivalry for new customer acquisition and retention in order to maintain and improve market share and profitability. Therefore, all industry players in the telecommunication industry trying to retaining the existing customers and attract new customers to increase their customer base, to achieve these, aims marketers are spending a huge sum of money on celebrity endorsement. As a result, the main purpose of this research is to look at the impact of celebrity endorsement on brand switching behavior in the Puttlam district's mobile telecommunications business. This research has one independent variable and four dimensions namely celebrity endorsement, trustworthiness, expertise, attractiveness, and respect. 150 customers who are using mobile telecommunication services were selected from Puttlam district as the sample for the study. As this study was quantitative in nature, structured questionnaire was employed to gather primary data. The Descriptive statistics, Correlation analysis, and Regression analysis were employed to analyses the data and testing hypotheses. The findings revealed that there is a moderate of to celebrity endorsement, specially, trustworthiness, expertise, attractiveness, on brand switching behavior of the customers’ mobile telecommunication industry. However, findings further noted that there is no significant impact on expertise of the endorser for switching behavior of the customer in mobile telecommunication industry in the present research context.
Impact of Celebrity Endorsement on Customer Purchase Intention: Examining the Mediating Effect of Brand Trust with Special Reference to Telecommunication Industry in Western Province Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Perera, K. A. H. M.; Wanninayake, W. M. C. B.
In the present context, many marketers in the telecommunication industry are using different methods to influence their customers. Celebrity endorsement is one of the key tools frequently used to influence the purchase intention of customers and to face the competition effectively. Therefore, the purpose of this study is to identify the impact of celebrity endorsement on customer purchase intention by examining the mediating effect of brand trust with special reference to the telecommunication industry in Western province, Sri Lanka. As per the current literature, it has been acknowledged that there is an impact of the celebrity endorsement on the customer purchase intention in general but still empirical gaps are identified in different product scopes and market contexts. Further, research gaps have been justified with literature as there are few studies regarding the mediating impact of brand trust related to this phenomenon. The present study was quantitative in nature and it used a structured questionnaire to collect data based on the convenience sampling method. A total of 384 questionnaires were distributed and 220 responses were gathered and used for the final analysis of this study. The findings demonstrate a significant impact of celebrity endorsement on customer purchase intention in the present research context. Further, it indicates that celebrity endorsement and purchase intention is getting mediated by brand trust. In order to carry out the analysis, the researchers employed multiple regression and correlation analysis as the main statistical tools. Finally, the researchers discussed the management implications of the significant findings and possible future research areas.
The Impact of Celebrity Endorsement on Purchase Intention of the Telecommunication Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Amalka, M. D. H.; Wanninayake, W. M. C. B.
This paper aims to determine the definitive impact of celebrity endorsement on purchase intention within the telecommunication industry in Sri Lanka. The study utilized the TEARS model variables as the independent variables, with purchase intention as the dependent variable. The conceptual framework and questionnaire were developed following a comprehensive review of relevant literature and concepts pertaining to the study area. A quantitative research approach was employed, and data were collected using a self-administered questionnaire. Out of the 396 questionnaires distributed, 340 responses were used for analysis after excluding extreme cases. To assess the hypothesized relationship between the independent and dependent variables, a multiple regression analysis was conducted using SPSS version 26. The findings revealed a significant impact of celebrity endorsement on purchase intention within Sri Lanka's telecommunication industry.
The Impact of Consumer Ethnocentrism on Purchase Intention of Batik-Related Products; The Mediation Effect of Attitude towards Local Products with Special Reference to the Western Province of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) De Silva, G. B. A. P.; Wanninayake, W. M. C. B.
In Sri Lanka, many local brands utilize the concept of "Ethnocentrism" to promote their products among Sri Lankans. This concept, which encourages the purchase of local products as a national movement, can also be applied to enhance the purchase intention of Batik-related products in Sri Lanka. The primary objective of this research is to identify the relationship between Consumer Ethnocentrism and Customer Purchase Intention for Batik-related products, while also examining the mediating role of Consumer Attitudes toward Local Products, with a specific focus on the Western Province of Sri Lanka. This study employed a deductive approach, and the conceptual framework was developed based on a comprehensive review of the literature. Data were collected through an online questionnaire distributed to users of Batik-related products, utilizing a convenience sampling method. A sample of 246 Batik product users was selected for this study, and the data were analyzed using SPSS software. The findings demonstrated a significant impact of Consumer Ethnocentrism on the Purchase Intention of Batik-related Products in Sri Lanka. It is recommended that businesses involved in Batik-related products develop marketing strategies that leverage Ethnocentrism promotional appeals and foster a sense of Ethnocentrism among consumers. The findings and discussions offer valuable insights for managerial implications and contribute to the further development of the Batik industry in Sri Lanka.
Impact of Corporate Brand Identity on Customer Store Loyalty towards Retail Fashion Industry in Western Province of Sri Lanka: The Mediating Effect of Brand Citizenship Behavior
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Mapa, M. M. D. T. H.; Wanninayake, W. M. C. B.
The purpose of this study is to investigate the impact of corporate brand identity on customer store loyalty. The literature on service and corporate branding in retail contexts has acknowledged staff's influences on customers' brand perceptions. When conferring to the literature, there is a huge dilemma to be solved, whether the corporate brand identity has a real impact on customer store loyalty toward the fashion retail outlets in the Sri Lankan context. Hence, this study reviews how theoretical and empirical contributions will be able to address that dilemma. As this study was quantitative in nature, it used structured questionnaires to collect primary data based on the multilevel mixed sampling method. Researchers employed multiple regression, macro process, and correlation analysis as main statistical tools to investigate the hypothetical impacts. The finding revealed that the direct relationship between corporate brand identity and store loyalty has been statistically proven. Results proved that the role of brand citizenship behavior has a partial mediating effect on the relationship between corporate brand identity and store loyalty. The study's findings have a more practical contribution for the fashion retail sector marketers for making effective corporate branding decisions. Finally, the researchers recommend several strategies for the fashion retail industry's marketing practitioners to develop brand loyalty through the corporate brand identity and brand citizenship behavior.
Impact of Corporate Reputation on Customer Patronizing Behavior: A Moderating Effect of CRM Practices in Supermarket Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Jayaweera, S. M.; Wanninayake, W. M. C. B.
The competitiveness of the local supermarket industry is increasing unprecedentedly with the impact of various macro-environment factors. That Corporate Reputation is one strategic element available at companies to gain a competitive advantage and win more customers within the supermarket industry. However, sufficient empirical studies were not carried out in the local context to investigate those concepts' association. Therefore, this study aims to investigate the impact of Corporate Reputation on Customer Patronizing Behaviour with moderating effect of Customer Relationships Management (CRM) strategies within the supermarket industry, Sri Lanka. The present research was carried out based on the quantitative research strategy under the positivist research paradigm. The primary data was collected from the individuals who are frequently shopping at any supermarket in Sri Lanka. The non-probability convenience sampling method was used for the study, and data were collected by using a structured questionnaire with a sample size of 250. The finding revealed that Corporate Reputation towards customer patronizing behavior is positive, with the companies' CRM practices adopted by the companies in the present context. Further findings explore that all the independent variables have a significant positive relationship with the dependent variable. The study provides practical implications for developing marketing strategies and communication activities in supermarket chains in the domestic market. Further findings can build modern trade retailers' corporate reputation to enhance customer patronizing behavior by using effective CRM strategies
Impact of Country-of-Origin on Purchase Intention Toward Automobile Brands in Sri Lanka with Special Reference to Japan and Indian Automobiles
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Perera, L. O. T.; Wanninayake, W. M. C. B.
The research was conducted to examine the factors influencing the purchase intention of automobile users in Sri Lanka. Automobile purchasing intention is major problem faced by automobile companies and it is important to marketers to understand the reason for switch the automobile. The objective of the research is to understand the level of importance Sri Lankan consumers have given for country of origin between Japan and Indian vehicles as an informational cue when evaluating automobiles and understand how country of origin has an impact on the factors that consumers consider when making a purchase decision of an automobile, and how country of origin has influenced the purchase decision in relation between Japan and Indian vehicles used in the study. Prior to the study, several interviews have been done with customers to determine what drives them to automobile purchase intention. Primary data of the research was collected through a structured questionnaire. Secondary data was collected through web sites, books, articles and journals. The questionnaire consisted with five-point Likert scaling questions and conceptual framework was developed to investigate the impact of independent variables towards purchase intention. The research was carried out by using 384 sample and regression analysis was carried out to test the hypotheses. The findings revealed that country of origin has a significant impact for customer purchasing intension of automobiles and the researchers recommended several strategies for marketing practitioners of automobile industry in Sri Lankan to develop brand loyalty towards the Japan and Indian Automobiles.
Impact of eWOM in Social Networking Sites on Purchasing Intention in Fast Food Restaurant Industry: A Study among Facebook Users
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wijesinghe, M. P.; Wanninayake, W. M. C. B.
With the increasing usage of social media apps, the rate of TV viewership is declining, and online ad blocking is taking place with providing implications to businesses for finding alternative ways of approaching their target audiences. Therefore, marketers find new ways to reach potential customers via social networking sites (SNS) to promote their brands. With the aforesaid background, this study is designed to explore the impact of eWOM in SNS on the purchase intention of Facebook users in the context of the fast-food restaurant industry in Sri Lanka. This study adopts a positivist research paradigm with the deductive research approach and employed self-administrated questionnaires to gather primary data from the conveniently selected sample in the Western province of Sri Lanka. The regression analysis and several statistical techniques have been adopted to analyze the collected data to achieve meaningful conclusions. Overall results revealed that eWOM positively affects purchase intention and found that credible influencers and useful content are vital for the success of eWOM marketing, which affects the fast-food restaurants' performance in Sri Lanka. Therefore, the study outcomes encourage marketers to harness the opportunities that SNS create for businesses and encourage them to develop viral marketing campaigns to spread C2C eWOM to improve purchase intentions. Hence, overall implications indicate positive commercial and economic impact in the present context, even though some limitations are associated with the study.
The Impact of Experiential Marketing on Customer Satisfaction in Restaurants in Western Province: Mediating Effect of Customer Perceived Value
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Jayarathna, D. M. T. N.; Wanninayake, W. M. C. B.
The restaurant industry is one of the fastest-growing industries in Sri Lanka. People are increasingly turning to e-commerce platforms for their meals after COVID-19. Therefore, experiential marketing has become an essential factor for the survival and growth of the industry. In this study, the researcher has analysed how experiential marketing impacts customer satisfaction in the Sri Lankan restaurant industry. This study employed a quantitative research design, and the population consisted of people who visited restaurants while living in Western Province. The convenient sampling method resulted in a sample size of 345 respondents aged over 18. An online survey was used to collect the data. Multiple regression was used to analyse the data. Existing studies mainly focus on related sectors like tourism and the performing arts. The study aims to provide valuable insights for marketers, restaurateurs, and stakeholders, aiding in the formulation of effective recovery strategies. Key findings reveal a significant positive impact of experiential marketing on customer satisfaction, with the relationship mediating through perceived value. The researcher recommends expanding the study to benefit struggling restaurant stakeholders post-COVID-19, suggesting incorporating case studies and in-depth interviews for a more comprehensive understanding.
Impact of Instagram Advertising on Youth Impulsive Buying Behavior Towards Apparel Outlets Located in Colombo District: The Moderating Effect of Consumer Personality and Mediating Effect of Digital Literacy
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wickramasinghe, M. M.; Wanninayake, W. M. C. B.
Social media advertisements are one of the most highly utilized communication tools in the current marketing landscape to engage with the audience. In Sri Lanka the most used social media platforms for advertising by companies are Facebook and Instagram. Both platforms can be used to influence on the impulsive purchase behavior of young consumes. The objective of this study is to evaluate the impact that social media advertisements, specifically Instagram advertisements, can have on the youth audience. The impulsiveness of making purchase decisions by youth has been studied in detail referring to the apparel outlets located in Colombo district of Sri Lanka with a moderating effect of consumer personality and mediating effect of digital literacy. The initial part of the paper reviewed previous literature for developing conceptual framework and hypotheses and then it was tested hypotheses based on qualitative findings developed from the questionnaire which was circulated among 384 young consumers who have been exposed to apparel related advertisements on Instagram. The practice gap and the theoretical gap has been identified to develop the conceptual framework where later the validity and reliability of the framework has been tested based on the data gathered using SPSS software. The hypotheses have been tested by using correlation and multiple regression analysis in deriving the conclusion where findings contribute to improving advertising content for better attraction and trial purchase of young consumers. In today’s context, social media advertising is of high importance and the impact of this on Sri Lankan apparel brand impulse purchases can be further investigated upon.
Impact of Internal Atmosphere on Customer Loyalty in Franchise Fast Food Industry: Mediating Effect of Customer Satisfaction with Special Reference to Western Province Residence in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Dahanayaka, D. G. P. I.; Wanninayake, W. M. C. B.
Over the past decade, franchise fast food restaurants in Sri Lanka have experienced significant growth, now generating nearly 100 million in profits. To sustain customer loyalty, these restaurants strive to achieve high levels of customer satisfaction. Amid the current economic crisis, people increasingly prefer consuming fast foods over preparing meals at home. This article aims to analyze how the internal atmosphere within the franchise fast food industry affects customer loyalty, while examining the mediating role of customer satisfaction, specifically in the Western Province of Sri Lanka. The study employed a deductive approach, grounded in existing literature, and data was collected from 254 respondents through an online survey. The findings demonstrate a positive and significant impact of the internal atmosphere on customer loyalty. Additionally, the results indicate that customer satisfaction mediates the relationship between internal atmosphere and customer loyalty with positive and significant effects. These findings contribute to understanding the importance of the internal atmosphere in the franchise fast food industry.
Impact of Packaging Elements on Customer Purchasing Intention: Mediating Effect of Brand Image with Special Reference to the Snack Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Samarakoon, S. M. P.; Wanninayake, W. M. C. B.
The packaging elements of the products provide a visual and tactile identity for consumers to purchase the products. The researchers found very limited studies regarding packaging elements in Sri Lanka. Therefore, this article aims to analyse how packaging elements, especially packaging material, packaging color, font color, packaging design, and printed information, affect consumer purchasing intention in the snacks industry in Sri Lanka and how brand image mediates this relationship. Based on a review of the literature, this study develops a conceptual framework. Research data were obtained from 395 respondents who were purchasing snack products in Sri Lanka. All responses were collected using a questionnaire through an online survey. A convenience sampling method was used to collect data, and regression analysis and correlation analysis were used to test the respective hypotheses. The findings demonstrate a positive relationship between variables, and there is a significant impact between packaging material, packaging color, font color, packaging design, and printed information on purchase intention. The results further indicate that brand image mediates the relationship between packaging elements and consumer purchase intention. Researchers faced some difficulties when finding some previous research articles regarding this context and concept, and researchers can conduct research using moderating factors and adapted context.
The Impact of Sensory Branding Elements on Brand Loyalty through Brand Experience: Examining the Mediating Effect of Emotional Attachment with Special Reference to Luxury Beauty Shops in Colombo, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Wijewickrama, S. U.; Wanninayake, W. M. C. B.
This study delves into Sri Lanka's abundant luxury beauty shop landscape, with a focus on Colombo, emphasising the need for businesses to prioritise emotional attachments and value additions over product in the era of industry 4.0. Recognising the lack of research on the impact of sensory marketing strategies on emotional attachment in Sri Lanka, the study focuses on examining this relationship in selected luxury beauty shops in Colombo. Using a structured questionnaire and a convenience sampling method, we collected primary data from 320 respondents who had recently visited these luxury beauty shops. The study uses a quantitative research approach and IBM SPSS Statistics 25 for analysis, revealing significant insights. It was discovered that sensory marketing strategies, which include visual, olfactory, auditory, and tactile elements, have a positive impact on brand loyalty. Furthermore, the study shows that these sensory strategies can effectively distinguish luxury beauty shops and position them as multifaceted spaces for purposes other than shopping, such as relaxation and socialisation. The study advances knowledge by emphasising the increased impact of sensory marketing strategies on brand loyalty via the mediating role of emotional attachment and the moderating role of brand experience. It suggests that luxury beauty salons can use sensory marketing to increase their appeal and provide unique experiences. The study's limitations include a focus on luxury beauty shops in Colombo, a small sample size, and limited applicability to other contexts. Despite its limitations, the study provides valuable insights into the dynamics of sensory marketing in Sri Lanka's luxury beauty sector.
Impact of Sensory Branding Elements on Customer Loyalty with the Mediating Impact of Brand Experience and Moderating Impact of Brand Resonance: With Special Reference to Franchised Fast Food Chains Located in Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Rahuman, F. A.; Wanninayake, W. M. C. B.
In today’s context, many franchised fast food chains are adopting different techniques to stand out from the other competitors. Sensory branding elements play a vital role in creating a loyal relationship with consumers. This relationship is widely examined research scope but still, empirical gaps are claimed due to the lack of previous works regarding the mediating role and moderating role relating to this phenomenon. The purpose of this research is to identify the impact of sensory branding elements on customer loyalty by examining the mediating effect of brand experience and moderating effect of brand resonance with special reference to franchised fast food chains located in Western province. As this study was quantitative, it has used a structured questionnaire survey method to gather primary data based on the convenient sampling method through online platforms. Total, 384 questionnaires were distributed and 200 responses were collected to analyze using the SPSS 26 software version. In order to investigate the hypothetical impacts researchers employed various statistical techniques such as Multiple Regression, Macro Process and Pearson Correlation Coefficient Analysis. The findings of the research revealed that there is a significant positive relationship between sensory branding elements and customer loyalty. Also, it further proved that there is a mediating and moderating impact of brand experience and brand resonance on the relationship between sensory branding elements and customer loyalty. Finally, the researcher recommends several strategies for marketing practitioners of franchised fast food chains to develop customer loyalty through sensory branding elements, brand experience and brand resonance.
The Impact of Sensory Marketing on Customer Purchasing Intention: Examining the Mediating Effect of Experiential Value with Special Reference to Franchised Fast Food Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Samarasiriwardena, S. Y.; Wanninayake, W. M. C. B.
This study addresses a critical gap in the existing literature by focusing on the franchised fast-food industry in Sri Lanka. As the industry undergoes rapid expansion through the franchising model, understanding the intricate dynamics of sensory marketing becomes imperative for both practitioners and scholars. The purpose of this research is to provide nuanced insights into how sensory cues influence consumer behaviour in a franchised environment, contributing to a more comprehensive understanding of marketing strategies within this unique market context. Thus, this research paper analyses the impact of Sensory Marketing on Customer Purchasing Intention by examining the mediating effect of Experiential Value of Franchised fast-food industry in Sri Lanka. It has developed the research model followed by a systematic literature review. As a quantitative research strategy, it used a structured questionnaire to obtain primary data from the sample. It was able to collect 384 responses by adopting a convenience sampling method which comes under non probability sampling. It applied Structed Equation Modelling. The findings of the study demonstrate that Sensory Marketing has positive and significant impact on Customer Purchasing Intention while Experiential Value has positively mediated the impact made by Sensory Marketing on Customer Purchasing Intention. Future research could explore cross-cultural variations in sensory marketing. Limitations include sample size constraints and potential response bias. The exploration of sensory marketing's implications on customer purchasing intentions, offering practical insights for businesses operating in the vibrant landscape of the franchised fast-food industry in Sri Lanka.
Impact of Sensory Marketing on Customer Repurchasing Intention with Special Reference to Modern Trade Industry in Sri Lankan
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Madusanka, U. G. G.; Wanninayake, W. M. C. B.
Sensory marketing is simply the process of winning a customer's trust and attention by appealing to each of these five senses sight, hearing, taste, touch, and smell. Even though this practice is strongly applied in the modern trade sector in Sri Lanka, there is insufficient empirical evidence to evaluate the effectiveness of sensory marketing practices in the present research context. Accordingly, this study aims to examine the impact of sensory marketing on customers' repurchasing behavior in the domestic market's modern trade sector. The researchers applied the quantitative approach based on the positivist research paradigm, and the researchers employed a structured questionnaire to collect the primary data. The sample of 384 was drawn among customers who are regularly visiting modern retail shops based on the non-probability sampling method. The data were analyzed using SPSS statistical software, and the findings revealed that modern retailers' sensory marketing strategies have a significant contribution to trigger customer's positive emotion. It is identified that sight is the strongest sense in humans' sensory systems. Consumers are largely replying to this sense and often make a purchasing decision based on their first impression. Further, hypothesis tests proved that sensory marketing strategies have a significant positive relationship between customer repurchasing intention. Hence, the researcher has drawn the retailers who run modern retail shops to enhance sensory stimuli, including sight, hearing, taste, touch, and smell, to develop customer patronizing behavior towards their retail outlets.