2nd-2017

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The Impact of Brand Personality on Purchasing Intension: A Study on Passenger Car Market in Sri Lanka
(Department of Marketing Management, University of Kelaniya, 2017) Weerasinghe, K.G.S.K.; Wanninayake, W.M.C.B.
Passenger car market is one of the growing and competitive market in Sri Lanka. Hence, market competition is high among main players. The brand personality is one of the main factors the marketer can use to differentiate their products from competitors. The primary purpose of this research is to examine the impact made by brand personality on purchasing intention in the passenger car market in Sri Lanka. The present study is adapted to the positivism research philosophy with deductive approach. Under the primary source of data collection, a physical and the online survey method were adopted by using a structured questionnaire. The target population of the study was the all individuals who are using passenger cars in Sri Lanka. However the research was carried out by collecting data from a sample, consisted with 150 passenger car owners who are living in the western province of Sri Lanka. The descriptive statistics, correlation analysis and regression analysis were adopted as data analysis techniques for achieve objectives and testing hypotheses. The findings revealed that all brand personality dimension such as sincerity, excitements, competence, sophistication and ruggedness of brand personality indeed have a positive relationship with purchasing intention.
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.
Impact of Brand Personality on Emotional Brand Attachment in Laptop Industry in Sri Lanka
(Department of Marketing Management, University of Kelaniya, 2017) Aberathna, H.M.C.L.; Ubeyachandra, E.G.
This report is carried out with the purpose of investigating the impact of brand personality on emotional brand attachment with special reference to the laptop industry in Sri Lanka. In current condition in Sri Lankan laptop industry has enhanced the importance of emotional brand attachment as a form of loyalty. At the same time, as per the research findings Brand personality has been recognized as a deep rooted brand element which triggers consumers‟ ultimate brand choice and purchase decision. Based on the nature of the research problem the convenience and judgmental sampling technique was used to collect the primary data. A total of 200 of consumers in Colombo and Gampaha districts were selected for the sample that used laptops. And descriptive analysis was used to analyze the collected data for both independent variable and dependent variable and regression analysis was adopted to test the hypotheses. According to the data analysis the major findings indicates that there is; a weak positive impact of brand sincerity, brand excitement, brand competence, brand sophistication, brand ruggedness on emotional brand attachment in laptop industry in Sri Lanka. In here major research implications are the restraint of the sampling coverage and restriction on covering the valuable industries in Sri Lanka. As practical implications of this study it highlights the value of brand personality and emphasizes the importance of emotional brand attachment and finally results provide a detailed implications and a platform on which future research can be built.

2nd-2017

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