Browsing by Author "Wasantha, N."

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Determinants on Creativity towards Organizational Innovations: An Exploration on Literature Review
(Faculty of Graduate Studies, University of Kelaniya, 2015) Wasantha, N.; Dissanayake, R.
Creativity and implementation are two identical activities of an innovation process which is determined by different antecedents. Both earlier research and more recent efforts have treated creativity and implementation as indicative of the highlighted concepts. Group characteristics, job requirements, and personnel attributes (Feldman & Lam, 2010) are some important factors in understanding of the contextual and individual factors that shape the innovation in organization. It is said that relationship of creativity and idea implementation, the production of creative ideas is far more prevalent than their conversion into actual innovations (West, 2002). Further, it has revealed that organizational power structures have been affected to the resistance of the creativity (Janssen et al., Kanter, 2004). A variety of factors have been identified as crucial antecedents to this umbrella concept with climate and culture. Traditional approaches found in literature highlighted the practice of helping people to become more creative in their work environment. But, it ignored the role of the social environment in creativity and innovation. In contemporary approach, it assumes that all humans with general abilities are able to present at least creative work in some domain. Some of the time that social environment can be influenced both level and frequency of creative behavior. This study discusses how organizational and social antecedents could impact on creativity to have proper implementations of decisions and strategy activations as a dynamic organization. A comprehensive literature review has been executed to build an argument on different theories to provide knowledge based discussion and futuristic focus on creativity as a strategic tool to be alert for the modern organizations.
Moderating and Mediating Contexts in Celebrity Endorsement on Brand Attitude: A Literature Review for Future Research Studies
(Faculty of Graduate Studies, University of Kelaniya, 2015) Dissanayake, R.; Wasantha, N.
Celebrity endorsements have been found in practice and studied in theories as a wider perspective. Celebrities provide endorsement as expert opinions, being a spokesperson for a product, or just being associated with a product (McCracken 1989; Seno and Lukas 2007). As per the published literature, it is about 25% of all television and print advertisements in the United States have featured celebrities (Erdogan, Baker & Tagg, 2001; Shimp, 2008), and endorsement contracts are estimated to be 10% to 25% of total advertising expenditures (Ding et al., 2010). Futher, Li (2011) said nearly $10 billion more to promote celebrity endorsements due to powerful effect it occupied on products being endorsed. But, it was said (Racula, 2012, Abdussalam, 2014) that celebrity‘s image does not guarantee success and it deals with advertising risks. The latest source argued that it is as an expensive source of communication and may generate conflicting messages when he or she endorses various brands. Karasiewicz & Martyna (2014). However, Till and Busler (1998, 2000) have examined attractiveness versus expertise as a match-up factor in celebrity endorsement, and found a general attractiveness effect on brand attitude and purchase intention. Further, Hung, Kineta (2014), justified links between entertainment motives and experiences influence endorsed brand attitude. Accordingly, it has a clear argument on the effectiveness of celebrity endorsement towards brand performance, particularly brand attitude and purchasing intention. Par with the said, via the reviewed literature sources, this study discusses how the relationships or impacts between celebrity endorsement and brand attitudes of the products endorsed could be mediated or moderated. Paper suggests how the future studies to be carried out with the gravity of newness contributing for the new knowledge and practice.