2nd-2017

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17332

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Subject: search.filters.subject.Brand awareness

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Now showing 1 - 3 of 3
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    Impact of Brand Knowledge on Consumer Lifetime Value with Special References to Ayurvedic Products in Sri Lanka.
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Sudharshana, N.A.; Gayathree, D.A.G.P.K.
    In Sri Lanka Ayurvedic industry can be define as growing industry in today context then it is critical to understand about future development of this industry. As marketing student researcher tried to figure it out how it can be applied branding concept in order to develop this ayurvedic industry in Sri Lanka. Researcher found that even though there is a possibility to develop this industry most of companies do not engage with high branding concept and brand development task such as FMCG industry. But if companies develop their brand by taking some effort actually it will be impact to their loyal customer base in other word their cash generating ability will increase. There is story behind to select this topic also that is researcher got job in ayurvedic product manufacturing company and that company do not engage with more branding and particular company not spend more money to develop their Ayurvedic brands. In that sense researcher though that there is opportunity to develop this industry by using brand as mentioned early. Then researcher needed to figure it out is that true? To prove it researcher has done this study. Then researcher finally proved that if company come up with branding concept such as FMCG market then that day will be a great day to ayurvedic industry in Sri Lanka.
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    The Impact of Social Media use on building Brand Awareness with special reference to Sri Lankan Tourist Hotel Sector.
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Ranwala, R.M.N.H.; Perera, G.N.R.
    The tools and strategies for communicating with consumers have changed significantly since the emergence of Internet and with the world-wide penetration of social media. The internet and social media provides a platform for business community to deal with their customers. The purpose of this research study is to identify and critically evaluate the positive relationship between social media usage and the brand awareness with special reference to Sri Lankan Tourist Hotel sector. The researcher has undertaken the study concerning the different functionalities enabled by social media day by day. Both primary and secondary data was collected. The sampling method is convenience sampling and used structured online questionnaire. Collected data was critically analyzed and interpreted using SPSS analysis system. It is identified that the functionalities enabled for customers by social media can be used by organizations to build customer brand awareness towards brands, as the online appearance is much needed in modern marketing environment.
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    The Impact of Brand Equity Dimensions on purchase intention with special reference to Laugfs Lubricants.
    (Department of Marketing Management, University of Kelaniya, 2017) Muditha, W.D.Y.; Medis, A.
    This study was carried out to investigate the impact of Brand Equity on Purchase Intention of LAUGFS Lubricant. 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. This research focuses to identify the impact of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on Purchase Intention. The researcher used the customer based brand equity model adopted by Yew Leh & Lee (2011) as the basis of the research. The target population consists with currently LAUGFS Lubricants users in the Colombo area. Convenience sampling technique was used to extract 100 respondents as the sample. Survey method was used as the research strategy and a self-administered, standard structured questionnaire was distributed among respondents to collect data for the study.Findings of this study provide implications for brand develop manager of the LAUGFS lubricant to overcome the research problem.