Browsing by Author "Weerakoon, R."

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Influence of Advertising Creativity on the Relationship between Celebrity Personality and Brand Personality
(Solid State Technology, 2020) Jinadasa, M.; Perera, R.P.; Dissanayake, D.M.R.; Weerakoon, R.
Advertising acts as strong promotional mix element in marketing influencing brand communication activities to result favorable consumer responses. However, empirical and practice related arguments still question on the effectiveness of advertising in the cluttered media environment whereas creativity still plays a significant role avoiding such challenges. The effectiveness of creative advertising that results favorable brand evaluations has been claimed in empirical studies as a research direction. Additionally, practice related issues are reported claiming to examine the effectiveness of celebrity endorsed communication campaigns on brand related responses. Likewise, this study investigates how creative adverting could influence on brand personality as a form of brand evaluation whilst celebrity personality traits were also studied to determine the mediating effect within. It distributed 230 questionnaireswithinthe Western province of Sri Lanka followed by convenient sampling method and finallyanalysis was done based on 204 questionnaires properly filled. It employed StructuralEquation Model (SEM) by using AMOS-21 statistic package to do the hypotheses testing after Confirmatory Factor Analysis (CFA) is executed. Data analysis process followed the essentials for the dataset for normality and sample adequacy before employing the factor analysis for CFA.
A qualitative analysis of barriers and challengers toward sports entrepreneurs in Sri Lanka
(International Journal of Entrepreneurship, 2021) Akalanka, S.; Weerakoon, R.; Vitharana, S.; Abeysignhe, C.
The current study was aim to identify the barriers and challenges face by sports entrepreneurs in Sri Lanka. Qualitative research approach has employed to understand barriers and challengers of sport entrepreneurs in Sri Lanka. Primary source of data have used for the study and semi-structured interview has applied to collecting data from selected sample. Thus, secondary source of data has gathered from relevant research articles, textbook, websites and other related academic work for develop the conceptual framework. The study has used purposive and snowball sampling methods to collect data from population. The qualitative data has analyzed by using thematic analysis techniques. The results have revealed that 10 major barriers and challengers, which face by Sri Lankan sport entrepreneurs such as Capital, Politics, Business Environment, Business Knowledge, Weather, Public Relations, Time Management, Personal Responsibilities, Employees, and Consumers. As a managerial perspective, current results will useful to practitioners, government and policy makers for preparing new rule and policies to develop sport entrepreneurship sector in Sri Lankan. In addition, Future researchers can use same factors to identify intensity of entrepreneur’s barriers and challengers in different context.
Review On Advertising Creativity, Brand Personality And Celebrity Personality
(Journal of Critical Reviews, 2020) Jinadasa, M.; Perera, R.P.; Dissanayake, D.M.R.; Weerakoon, R.
Advertising is one of the vastly applied marketing communication tools in the world and creativity plays a significant role within resulting positive consumer evaluations. Meanwhile, celebrities are used in advertisements across the world reporting a tremendous rate of use in all types of media. Some argued that the effectiveness of celebrities is still questionable whilst many studies admire what it does for brand building strategies. There are theories and models explaining what makes celebrities effective for favorable brand evaluations. Meanwhile, studies signify brand personality as one of the facets of brand evaluations resulted by marketing communications. Empirical studies are found claiming further research works to examining the effectiveness of celebrities in developing perceived band personality. Arguments are found stating celebrity character and brand personality congruence is a viral combination whilst empirical thoughts suggest to further examine such relationships with reference to different cultures and product scopes. Accordingly, this paper reviews the literatures about how creativity is used in the advertising with special reference to the brand personality and the celebrity endorser‟s personality. Therefore, this paper produces an empirical discussion on creativity, advertising, brand personality and celebrity personality as the main components and conceptual relationships are reviewed accordingly. Paper followed a comprehensive literature review to discuss the empirical thoughts on main concepts. It made an attempt to prove the relationships amongst the main variables namely creativity of advertising, brand personality and celebrity personality whilst discussion was made to relate evidences in different countries and product scopes. Finally, paper concludes the significance of source-based factors and management-based factors to be considered when applying celebrity characters to result brand evaluations including brand personality.