6th-2021

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/28076

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Consumers’ Attitude Towards Organic Products: The Moderating Role of Health Consciousness
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Rathna, G. A.; Sumathy, M.
During the last years, we have observed that emergent environmental protection along with health concerns which directed the people to choose recent agricultural practices. There is a direct and indirect impact of health consciousness, to analysis the impact on attitude towards organic foods Nagaraj, S. (2021). In this study, health consciousness is taken as a moderating variable because nowadays consumers are facing various diseases like cancer, obesity, diabetes, etc. due to unhealthy food practices followed by consumers. A structured questioner method was used to collect data from 534 consumers, and the data was collected by using a convenient sampling method. To find out the impact of consumer willingness to consume such foods, using regression analysis to find out the consumers' attitude towards organic foods. By using rotated component matrix grouping the variables under Six –factors like Healthy Lifestyle, Healthy Knowledge, Health concern, Medication, Health & nutritious value, Health care & Work schedule. All these variables are considered to be moderating variables. The present study attempts to find out the consumers' attitude towards organic food by using a moderating variable to assess the role of health consciousness.
Covid-19 Pandemic: A Study on Socio-Economic Consequences on Business
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Naikwadi, J.; Hiroli, A.; Malge, R.
The novel Corona virus disease (Covid-19) was described as a pandemic by World Health Organization (WHO) on 11th March, 2020. The virus has not only influenced the public health socially but also has rigorously affected sustainable economic growth. The spread of virus led to global supply shocks and spikes the business disruptions. Substantial declines in individual income, increase in unemployment, distractions in the transportation, amenities, and industrial sectors are amongst the major concerns of the pandemic disease extenuation. Furthermore, all the sectors are largely affected in spite of governments of most of the countries imposed the protective measures to control the exponential increase in virus spread. The outbreak of this pandemic is not likely to wane in the near future; preventive actions are prerequisite to overcome infection spread to save people lives and also to save the economic conditions. In this study, we have demonstrated the various aspects of pre-and post- Covid -19 effects over the social and economic phases. Moreover, a survey is conducted to address and summarize the obtained results regarding socio-economic consequences, recession, moral dynamics, enormous stress under the pandemic situations.
Drivers of Green Purchase Intention of Generation Y Consumers in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Pramodi, K. U.; Gayathree, D. A. G. P. K.
The studies conducted specifically focused little attention on the responses of the new generations regarding the environmentally friendly products. Therefore, the purpose of the study was to analyze how Social Influence, Environmental Knowledge, Environmental Attitude impact to the Green Purchase Intention of generation Y consumers in Sri Lanka. The data was collected from 386 respondents who were selected using convenience sampling method. A self- administrated questionnaire has been distributed via online platform among respondents and 363 were finally processed for the data analysis. SPSS software was used to test the hypothesis with the regression analysis method. The findings demonstrated that the Social Influence, Environmental Knowledge and Environmental Attitude significantly impact on the Green Purchase Intention. The results further indicated that the Social Influence, Environmental Knowledge and Environmental Attitude have a significant positive impact on Green Purchase Intention.
Drivers of Green Purchasing Intention of Personal Care Products with Special Reference to Western Province of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Nayanathara, D. G. V.; Gayathree, D. A. G. P. K.
People are becoming increasingly interested in adapting an eco-friendly consumption pattern as the environmental issues imposes a significant challenge. Even though Sri Lankans are aware of Green Products, marketers & manufacturers face challenges in implementing green marketing strategies, because the consumers do not walk the talk. Hence, the purpose of the study was to examine the factors that influence green purchase intentions of personal care products in Sri Lanka. This is a quantitative study, and the data were collected using a self-administered questionnaire from 385 respondents who resides in Western province. Multiple regression analysis was used to test the hypotheses, and the results revealed the social influence, environmental responsibility, environmental consciousness, & health consciousness all have a positive and significant impact on green purchase intention. Furthermore, the outcomes of this study will contribute to the understanding of the factors that impact green purchasing intentions, as well as support marketers & manufacturers in implementing sustainable practices.
Emergence of Online Relationship Marketing in the Age of COVID-19: Importance of Personalization of Websites Towards Customer Loyalty in Retail e-Commerce Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Ramachandran, Y; Gunawardane, Nisal
Online presence and technology have recently altered establishing relationships between businesses and their clients due to the interference of COVID-19. Nonetheless, there is a lack of emphasis and theorization in describing the relationship between Online Relationship Marketing activities and their influence on company relationship marketing objectives in Sri Lanka. As a result, this research aims to examine the signaling impact of Online Relationship Marketing operations such as Personalization, E-Service Quality, and Customer Satisfaction of e-commerce websites towards Customer Loyalty and examine the influence made by Online Trust on the relationship of Online Relationship Marketing and Customer Loyalty. A quantitative study was carried out by gathering data from a sample of 384 e-commerce consumers through an online survey. Hypotheses were tested using SPSS software. The study's findings proved that the Personalization of e-commerce websites has a positive and significant impact on Customer Loyalty, and Online Trust significantly mediates this relationship. Moreover, the indirect impact of E-Service Quality and Customer Satisfaction towards Customer Loyalty through Online Trust is higher than the direct impact. This study highlights the importance of online relationship tools used on e-commerce websites and its need to communicate appropriate signals to influence Online Trust and Customer Loyalty. Further, the other factors influencing Customer Loyalty towards e-commerce websites in the Sri Lankan context have yet to be studied.
Factors Affecting Customers' Willingness to Use Quick Response Codes During the Covid-19 Pandemic (With Special Reference to Financial Institutions in Colombo District)
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Chathuranga, H. S. B. A.; Thilina, D. K.
In today's fast-developing technology landscape, technology firms are offering customers an ever-expanding variety of telecommunications instruments. Electronic software applications are built in several different ways to satisfy the needs of the customers. In their lives, consumers must face various alternatives to innovation. One of the recently offered services technologies is the Quick Response code payment application. QR code is one of the newest of those changes and has recently been used in many actives of human life. Therefore, the purpose of this research is to study the factors affecting customer's willingness to use QR code during the Covid-19 pandemic. The study observed perceived ease of use, perceived benefit, perceived security and perceived usefulness independent variables and willingness to use QR code as the dependent variable. The sample size specified under the convenience sampling method consisted of 366 respondents of the Colombo district. The researcher used analysis techniques of descriptive analysis, regression, and hypotheses tested where SPSS 26 is used as analytical software. The study's findings are independent variables of perceived ease of use, perceived benefit, perceived security, and perceived usefulness have a significant impact on willingness to use QR code. Furthermore, this study has provided an avenue for the Sri Lankan government, financial industry, software engineers, and service developers to improve willingness to use QR code to increase consumer's self- confidence to use QR code.
Factors Affecting on Customer Purchase Decision of Automobiles in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Samarasinghe, B. K. H. D.; Thilina, D. K.
In modern era, many people use automobiles to fulfill their transportation need. Also some are considering automobiles as a sign of a luxurious life. So, many people purchase automobiles not only to fulfill their transportation need but also they use automobiles to show their income level, social class, prestige etc. So, there is various kind of factors affect when making a purchasing decision related to Automobiles. The major purpose of this study was to find out the factors affecting for purchasing decision related to automobiles. The study observed brand image, price, and quality as independent variables and customer purchasing decision as dependent variable. This is quantitative research, and the primary data are collected through structured questionnaire. The sample size is 384 which specified under convenient sampling method and consisted of 106 respondents who tend to purchase automobiles and already use automobiles in Sri Lanka. The researcher used descriptive statistical tools concerning the measures of frequencies, measures of central tendency and measures of dispersion. Also utilize inferential statistics tools such as Pearson’s Correlation and multiple regression analysis to test the hypotheses. In here SPSS 26 software used as analytical software. According to the study’s findings are independent variables of brand image, quality, and price having a significant and positive impact with the customer purchasing decision of automobiles in Sri Lanka. Furthermore, this study’s findings are more useful for the automotive companies of Sri Lanka to identify the factors to be considered when offering new products for the Sri Lankan market and also useful for potential buyers and for researchers.
Factors Affecting on Smartphone Purchase Intention of Customers in Sri Lanka: Examining the Moderating Effect of Age
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Ranathunga, P. R. S. W.; Thilina, D. K.
Freelance of digital marketing is a rapidly grown industry in these days. Since this COVID-19 situation most people were turn in to digital jobs and work from home. Advertisers and freelancers in Sri Lanka very surely know how much their web showcasing procedures, digital marketing strategies are making the clients towards the brand. So they try to go with this industry. But in here some people were very success in their career and some were not. And also there has no any correct guidelines, information for this industry. Main aim of this study to identify the Factors influence on online freelancing of Digital Marketing industry in Sri Lanka. By this research researcher can identify the factors that affecting to that industry. This analysis was quantitative. In here researcher used structured questionnaires for collect primary data. The sample size was two hundred eighty-six. Researcher used convenience sampling method under non-probability sampling. Those responses were collected from the western province. The data were analyzed using the software SPSS 25. The finding of the study demonstrate that online freelancing of digital marketing industry positively influenced by use of social media, awareness, willingness for online freelancing and smart technology. By this research, researcher can identify the favorable and unfavorable factors. So freelancers, future researchers and other relevant parties can use this information for create their strategies and find the best way to improve their carrier. And they can get a better understanding about the industry.
Factors Affecting on Working Women’s Attitudes: With Special Reference to Convenience Food Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Harshamali, K. K. D. R. P.; Herath, H. M. R. P.
This study focuses on examining factors that effect on working women’s attitudes and their individual impact on working women’s attitudes in convenience food industry. Throughout the last decades, there has been a remarkable growth in women employment in Sri Lanka and the consumption of convenience food products also has significant increase. This study therefore has been conducted with a sample of 110 working women in Gampaha district and their responses were gathered through an online questionnaire. Data has been analyzed using multiple regression model and results showed that ‘Convenience’ variable has a significant positive effect while ‘Health consciousness’ and ‘Price’ has negative impact on working women’s attitudes. Variables such as ‘Familiarity, Mood, Sensory variables’ have positive but not significant impact on their attitudes towards convenience food products. The findings on the study can be useful for marketers who are in the convenience food industry to develop effective strategies and identify promotional tools according to customer needs.
Factors Influence on Consumer Purchasing Intention of Ayurvedic Herbal Drinks in Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Lakmal, R. A. N. S.; Bandara, B. S. S. U.
Today consumers have become more aware and concerned about health, natural resources, and the environment. Thus, many people leave-away from foods with chemicals and carbonated drinks. Now they are willing to buy organic and natural foods. The researchers of this study have identified the importance of the area and focused on healthy beverages and tried to investigate the factors influencing ayurvedic herbal drinks' purchasing intention. The study is supported by the theory of planned behaviour, proposed by Icek Ajzen (1985). A descriptive analysis was used to identify respondents’ demographic profile and general data related to the Ayurveda herbal drink's purchase intention. The hypotheses were tested using correlation and regression analysis to achieve a meaningful conclusion. The variables; Health Benefits (0.804), Environmental Concern (0.746), Trust (0.771), Social Influences (0.799) overall results revealed positive standardized beta value and at a significance (P < 0.05) level of the data and thus factors are positively influenced on consumer purchasing intention of ayurvedic herbal drinks. The present study's findings revealed practical implications for herbal beverages in the retail industry, providing marketers with the opportunity to use strategies for their campaigns, which they can use to get more potential customers toward their products. Moreover, it helps marketing firms to analyze consumers’ buying behaviour. However, the study was limited to ayurvedic herbal drinks, and thus it cannot be generalized to other ayurvedic products.
Factors Influence on Consumers’ Attitude Towards Organic Food Products: With Special Reference to FMCG Sector in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Thudugala, T. A. D. P.; Weerasiri, R. A. S.
Fertilizers, artificial chemicals, and pesticides are not used in the production of organic foods. Although still in its infancy, the organic food sector in Sri Lanka is quickly expanding. This article aims to analyze factors influence on consumer’s attitude towards organic food Product of the FMCG sector in Sri Lanka. This study model consists of six basic components namely, health concern, environment friendliness, freshness, price, family, and availability of the products. The data was collected using a survey questionnaire, with 384 customers were responded to the questionnaire. The questionnaire included five-point like scaling items designed to analyze the influence of independent variables on Sri Lankan consumers' attitudes regarding organic food products. To test the hypotheses, regression analysis was used which examined the major considerations of attitude toward organic foods. The conclusions of the study will be beneficial to marketers and organic food producers. This research will help in determining what the true requirements and desires of organic food customers. This study contains various limitations, even though it contributed to some important results. People's attitudes about organic food are influenced by several primary elements. However, only a few have been identified. The findings reveal that eco-friendliness and product availability are the most important factors in determining consumers' attitudes toward organic food.
Factors Influence on Online Freelancing in Digital Marketing Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Kodithuwakku, D. K.; Thilina, D. K.
Freelance of digital marketing is a rapidly grown industry in these days. Since this COVID-19 situation most people were turn in to digital jobs and work from home. Advertisers and freelancers in Sri Lanka very surely know how much their web showcasing procedures, digital marketing strategies are making the clients towards the brand. So they try to go with this industry. But in here some people were very success in their career and some were not. And also there has no any correct guidelines, information for this industry. Main aim of this study to identify the Factors influence on online freelancing of Digital Marketing industry in Sri Lanka. By this research researcher can identify the factors that affecting to that industry. This analysis was quantitative. In here researcher used structured questionnaires for collect primary data. The sample size was two hundred eighty-six. Researcher used convenience sampling method under non-probability sampling. Those responses were collected from the western province. The data were analyzed using the software SPSS 25. The finding of the study demonstrate that online freelancing of digital marketing industry positively influenced by use of social media, awareness, willingness for online freelancing and smart technology. By this research, researcher can identify the favorable and unfavorable factors. So freelancers, future researchers and other relevant parties can use this information for create their strategies and find the best way to improve their carrier. And they can get a better understanding about the industry.
Factors Influence on the Revisiting Intention of Sri Lankan Domestic Tourists in Adventure Tourism
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Ranasinghe, R. M. B. L.; Bandara, B. S. S. U.
This research study aims to proclaim a greater understanding of the impact of revisiting intention and their antecedents which encourage tourist’ operators to deploy their adventure tourism products to maximize customer satisfaction and marketing efforts. Even though the impact of previous visits and future revisit intentions have been studied, less focus has been given on understanding how previous visits interact with other significant factors of revisiting intention such as experience, expectation, environment, attraction and satisfaction to form future revisit intentions. A sample of 384 domestic visitors drawn using random sampling technique was used in data analysis. This paper provides a framework to research the role of previous visits in predicting future revisit intention to involve in adventure tourism, and the relationship between previous visits and future revisit intentions is modelled in a quality-satisfaction domain. Experience, expectation, environment attraction and satisfaction were identified as significant reliable indicators of adventure tourists' revisiting intention and recommend destination, as well as their natural tendency to engage in adventure tourism in the future. The most important determinant of future revisiting intention was satisfaction. The study's implications are discussed from the standpoint of adventure tourism marketing.
Factors Influencing on Brand Switching Behavior in Tele-Communication Industry among Youngsters in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Kumara, U. L.; Bandara, B. S. S. U.
Telecommunication is an industry which has a severe competition. This intense competition leads to reduce the market share of mobile service providers in terms of customer base. The purpose of this study was to check the factors influencing on brand switching behavior in telecommunication industry among youngsters in Sri Lanka. The study was conducted using 384 respondents on the basis of convenient sampling. An online questionnaire was distributed to get the responses. Researcher included mainly three factors which may inspire for brand switching. After the analysis of data, researchers found out that all the three factors including switching cost, services, and promotions have positive and a significant impact on brand switching behavior. Mobile service providers can control these factors to make mobile subscribers loyal and to retain them on their network. Further, future research directions have been specified for researchers who are interested to conduct research studies on this area. Based on the findings of the current study, the researchers attempted to recommend implications for macro level perspective in policy making for mobile service providers and the government.
Good Digitalization Causing Stress and Depression
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Babhulkar, S. M.
The most important factor for digitalization is pandemic. This pandemic has forced many people to be in a virtual world rather than a physical world. Digitalization is something which is the solution for the pandemic. Education, employment, public interaction, grand events, shopping, even sports and other curricular activities which are daily required chores of any person are in a form of digitalization. So there are a lot of pros for digitalization but cons can be really harmful for mental as well as physical health for any person. The purpose of this study is that it shows the recent increase in the incidents of stress related disorders which can finally conclude in depression due to digitalization. Digitalization can be a catalyst of stress. This digital stress can be caused by negative social interactions, criticism, social comparison, texts, chat rooms and forums, etc. and it is very common in adolescents. Survey shows that every 8 in 10 people are attached to the digital gadgets and 13 to 66 percent teenagers show a higher rate of depression due to digital stress. A longer use of social media increases FOMO and feeling of inadequacy, isolation and dissatisfaction, these feelings negatively affect the mentality of a person causing anxiety, depression and stress. Due to this, it is noticeable that digital stress leads to increased absenteeism decreasing climate of innovation and lower productivity.
Green Brand Dimensions and Green Perceived Value on Green Purchasing Intention of the Personal Care Products
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Herath, H. M. R. N.; Gayathree, D. A. G. P. K.
This article aims to analyze how green brand dimensions of green personal care products ultimately influences green purchase intention, and this research has been conducted with a particular focus on the green personal care products. The data were collected from 384 respondents who have knowledge regarding the green personal care products. All the responses were collected through an online survey. The non-probability sampling technique was used to select the respondents. Hypotheses were tested using the SPSS version 22.0 for this research study. The findings demonstrated a positive significant impact of independent variables to the purchasing intention. The study findings suggest companies to take initiatives to improve the awareness among the consumers about their personal care green products, which create green brand trust among purchasers and boost green perceived value for purchasers to increase their intention to use personal care green products.
The Impact of Advertising Appeals on Purchasing Intention: With Special Reference to the Soft Drink Market in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Bandara, R. M. R. N.; Bandara, B. S. S. U.
The primary objective of this research was to examine the impact of advertising appeals of soft drink brands on consumer purchase intention in Sri Lankan context. Then the researchers compare the impact of different types of advertising appeals on purchase intention, thus could able to identify the most significant advertising appeal to be used in promoting soft drink brands. A variety of literatures in the relevant fields were gathered to determine the relationship of the independent and dependent variables. The primary data were collected using a well-structured questionnaire while the descriptive and inferential statistical tools in SPSS 26.0 were used to analyze the data collected from a sample of 310 respondents through an online survey. A factor analysis was used to determine the study's reliability and validity. Second, a regression analysis was used to look at the impact of various advertising appeals on purchase intention and their level of significance. In the Sri Lankan soft drink advertising scenario, the researchers could able to found out that rational appeal, emotional appeal and sexual appeal all have a significant impact on purchase intention. While the rational appeal having a more significant positive impact on purchase intention. Therefor the recommendations were given accordingly.
Impact of Brand Avoidance on Brand Equity: Examining the Mediating Effect of Brand Hate with Reference to Mobile Telecommunication Brands in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Bandara, R. M. B. H.; Dissanayake, D. M. R.
Current literatures provide substantial insights on the good aspects of brand concepts, but studies on the negative aspects (brand avoidance) are very rare. Thus, this study claimed empirical gap for the concepts of Brand Avoidance, Brand Equity and Brand Hate. With reference to the practice gaps found in the context of telecommunication industry in Sri Lanka, this study was carried by employing a deductive approach to investigate how brand avoidance impacts on brand equity as the main notion. This study tested on four major mobile telecommunication brands in Sri Lanka by using a quantitative method. The sample was identified within the Western Province of Sri Lanka by collecting 257 respondents employing convenience sampling method. It followed a regression analysis and several pre statistical analyses were done through SPSS version 26 to test the hypotheses. The findings demonstrate a negative but a significant impact of Brand avoidance on Brand Equity. It further elaborates that Brand Hate mediates the impact of Brand Avoidance on Brand Equity. The findings contribute to managerial aspects to mitigate brand avoidance and make healthy brand equity in the challenging business environment.
The Impact of Brand Equity on Brand Preference and Purchase Intention of Smart Phone Market in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Keppetipola, K. G. I. K.; Bandara, B. S. S. U.
This research has focused on ascertaining brand equity's impact on brand preference and purchase intention in Sri Lanka's smartphone market. There has been no previous research conducted to study this relationship in the Sri Lankan market. However, understanding a brand's role in influencing consumers' brand preference and purchase intention is becoming more critical as more choices are available. Thus, this research investigates the impact of brand equity on consumers' brand preference and purchase intention and whether brand preference works as a mediator between brand equity and purchase intention. Researchers collected data using a structured questionnaire circulated via the online platform from 384 respondents. The data were organized according to the chosen statistical criteria and analyzed using linear regression model. The result shows that Brand Equity has a significant impact on Brand Preference and Purchase Intention in Sri Lanka's smartphone market. According to the model summary, brand equity's impact on brand preference is about 0.262, brand equity on brand preference is about 0.266, and brand preference on purchase intention is about 0.155. According to the correlation coefficient table, brand equity and brand preference have 0.207 relationships and brand equity, and purchase intention has a 0.199 and brand preference, and purchase intention has a 0.154 relationship. Moreover, Brand preference is also having a significant positive impact on consumer’s purchase intention. According to the indirect effect, both the upper confidence level, and lower confidence levels are positive: ULCI value is 0.0487 and LLCI value is 0.0025. Finally, brand preference is confirmed to mediate the impact of brand equity on purchase intention. Based on the above findings, researchers recommended different strategic moves to the industry.
Impact of Brand Equity on Consumer Purchasing Behavior: Examining the Mediating Effect of Brand Love of Smart Mobile Phone Brands in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Udayangi, K. A. T.; Dissanayake, D. M. R.
Brand Equity is regarded as a significant and essential concept for any company or industry. Specially, brand equity plays a vital role in smart mobile phone brands to survive in the industry. Many researchers had examined brand equity of brands including mobile phone category to investigate how it does impact on buying behaviors. As it highlights in empirical investigations, concept like brand love plays a significant role in brand related behaviors. However, there are research gaps claimed to further examine the interlinks of brand equity, buying behavior and brand love in different product scope including mobile phones. Alongside, this study aims to investigate the impact of brand equity on purchase behavior whilst brand love is studies as a mediating effect supported by research gaps. As this study is quantitative in nature, primary data has been gathered through a structured questionnaire. Study population is unknown, and it was tested by collecting data from 271 respondents through convenient sampling method under non-probability sampling technique. The data analysis was assisted by using Statistical Package for Social Science (SPSS) version 26. Hypotheses were tested by using inferential statistical tools in line with the assumptions. The results indicated that there is a positive and significant impact of brand equity on consumer purchasing behavior while brand love mediates the impact of brand equity on consumer purchasing behavior. Thus, brand equity plays a crucial influence on how people consume and purchase a smart mobile phone brand. The conclusion of this study will greatly assist companies in the smartphones market to develop brand equity related strategies including marketing promotion methods. Paper has recommended managerial implications considering emotional branding strategies described in brand love.