2nd-2017
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17332
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Item A Study on the Impact of Brand Equity Dimensions on Purchase Intention of Signal Toothpaste with Special Reference to Colombo Area(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Karunaratne, C.M.F.; Fernando, P.M.P.Brand Equity is one of important concepts in Brand Management as well as in academic research. Developing and managing Brand Equity for a brand is considered as a critical issue for most firms. Having number of brands and flavors, causes to create intense competition in the toothpaste industry. Brand Equity has become as an important concept to win this competition and to become as the dominant toothpaste brand in consumers’ mind. With the literature background, this research focuses to identify the impact of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on the purchase intention of Signal toothpaste by adopting Aaker’s brand equity model. Current Signal toothpaste buyers were selected as the population for the study. Convenience sampling technique was used to extract 150 respondents as the sample. Survey method was used as the data collection method and a self-administered, structured questionnaire was distributed among respondents to collect data for the study. Hypothesis were tested by using multiple regression analysis and results showed that both Perceived Quality and Brand Association had a significant positive impact on purchase intention while Brand Awareness and Brand Loyalty do not significantly effect on the purchase intention of Signal toothpaste.Item The Impact of Brand Equity on Purchase Intention: With Special Reference to Male Skincare Market in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2017) Damayanthi, W.A.I.; Wanninayake, W.M.C.B.Male consumers are applying skin care products as a habit in their day to day life and they are considering many factors in purchasing decisions. According to the previous literature brand equity becomes a prominent factor in purchasing decisions relating to the beauty care products. However it is an important issue to clarify whether Sri Lankan customers consider the brand equity in purchasing decision of beauty care products. Specially, whether male customers consider brand equity of skin care products in their buying decisions. With aforesaid background, the main objective of this research is to determine the influence of brand equity on purchase intention of male skin care products in western province in Sri Lanka. The many literature was reviewed in order to develop the conceptual framework for the study. The primary data was gathered by using a structured questionnaire. The sample comprised of 150 male respondents from western province in Sri Lanka as covering the majority of men skin care market. The data analysis was carried out using SPSS 20.0 where reliability test and regression analysis ware initially carried out. The reliability of the scales and assumptions for parametric tests were satisfied. Findings of the study concluded that there has an impact of brand equity on purchasing intension in male skin care product market. The brand equity factors influence to the purchase intention was brand awareness, perceived quality, brand association and brand personality. According to the findings, marketers need to be concerned mainly perceived quality and the brand personality and then they have to pay attention on brand awareness and brand association for encouraging male customers to purchase skin care products in Sri Lankan market.