6th-2021
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/28076
Browse
14 results
Search Results
Item 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.Item Impact of Brand Equity towards Customer Purchase Intension and the Moderating Effect of Country of Origin Image: with Special Reference to Shampoo Brands in Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Premadasa, G. G. N. S.; Bandara, B. S. S. U.investigate this, many researchers have used Aaker’s brand equity model. However, it is observable that the products like shampoo are having a switching behavior and, thus, confuse understanding how the purchasing intention generates for these kinds of products. Therefore, this study aims to investigate the impact of brand equity on customer purchase intention of shampoo brands. Moreover, researcher’s secondary aim is to examine the moderate role of country of origin image. As this study is quantitative in nature, it has gathered primary data through a structured questionnaire. Moreover, the study population is unknown, and the researchers used a non-probability sample technique for collecting data from 384 respondents. The Cronbach’s Alpha value of the questionnaire was more than 0.7, and it indicated that the questionnaire used in this study is reliable. Furthermore, Pearson’s correlation coefficient and regression analysis was used to analyze the data. Results indicated that brand equity dimensions (brand awareness - 0.742, R,- 0.838, brand association - 0.689, R, - 0.674, perceived quality - 0.748, R, - 0.704, brand loyalty - 0.708, R, - 0.809) positively impacts to the customer purchase intention, but moderate variable results (0.775, R, P-value - 0.7610) rejected the moderating effect of country of origin image. Based on the findings, marketers should focus their efforts primarily on brand equity components and should not focus into position the country of origin of the shampoo products as a differentiation tool in consumers' minds.Item 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.Item Impact of Brand Personality on Brand Commitment and the Mediating Effect of Brand Trust of Smartphone Market in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Jayathunga, R. R.; Bandara, B. S. S. U.Smartphone manufacturers and marketers face restless competition in Sri Lanka and also in the world mobile market. Hence, this study investigates the impact of brand personality on brand commitment and the mediating effect of brand trust in the smartphone market in Sri Lanka. The study was examined through a quantitative method, and the study was carried out with individuals who have used smartphones in the Western Province of Sri Lanka. A random sampling method was used for the research, and data were collected using an online-based structured questionnaire with a sample size of 384 to test the hypotheses. Hypotheses were tested using correlation analysis and linear regression analysis. The study revealed a positive impact of brand personality on brand commitment (R – 0.599, Correlation – 0.774, Sig. – 0.000< 0.05). It was also found that brand trust mediates the relationship between brand personality and brand commitment in the smartphone market (LLCI – 0.1683, ULCI – 0.4834). Research provides many insights about smartphone usage, including the utilitarian, experiential, and symbolic values. Furthermore, this reveals that people stay with a brand and put an extra effort into a brand when they are committed to the brand. This, even strengthening when consumers perceive a close match between their personality and the brands they use. These findings help academia and industry practitioners in building brand trust and brand commitment.Item Impact of Brand Personality on Brand Trust of Sport-related Products in Western Province(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Nithyanada, H. K. G.; Bandara, B. S. S. U.This study aims to investigate the impact of Brand Personality on Brand trust in Sports-related products. The researchers used Brand Personality dimensions developed by Aaker as the basis for this research. Sincerity, Excitement, Competence, Sophistication, and Ruggedness has been selected as the dimensions of an independent variable. Thus, the study investigates how each dimension affected Brand Trust using the quantitative research approach and used a self- administered questionnaire. The population is unknown, and thus researchers used 384 respondents as the sample. The researchers used the convenience sampling method. Cronbach's Alpha value of the questionnaire was 0.7 and thus reliable. Pearson’s correlation coefficient and regression analysis were used. The findings revealed a positively correlated with the brand trust and with each dimension (Sincerity- 0.739, β-0.660, Excitement- 0.812, β-0.701, Competence- 0.656, β-0.820, Sophistication- 0.774, β-0.654 and Ruggedness- 0.722, β-0.635). The researchers have recommended the industry practitioners implement different brand communication activities accordingly.Item Impact of Private Labeling on Customer Purchasing Intention of Modern Trade in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Dilhani, M. G. S.; Bandara, B. S. S. U.The private labelled products provide an alternative selection for consumers during purchasing in modern trade outlets. The researchers found very limited studies regarding private labels in Sri Lanka. Therefore, this article aims to analyze the impact of private labelling, especially private label product price, store familiarity, store image perception, and attitude towards private label and how those ultimately influence customer purchasing intention. Research data were obtained from 368 respondents who visit modern trade outlets in Sri Lanka. All responses were collected using a questionnaire through an online survey. A simple random sampling method was used to collect data and were analyzed to obtain descriptive statistics. The finding demonstrates a positive, significant impact on the price of the product, store familiarity, store image perception, and attitude towards private labels on the purchase intention. This study adds new knowledge regarding the purchasing behaviour of private label products. Therefore, the retailers are anticipated to better understand the factors influencing the purchase and re-purchase intention of private labels which could better improve the standard of private labels in the modern retail market in Sri Lanka.Item Impact of Unethical Advertising on Consumer Intention- Behavior Gap(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Sathsara, R. A. R.; Bandara, B. S. S. U.Marketing and ethics is popular topic due to their controversial nature. Advertising Ethics have been diluted by practitioners over the past years. Preceding studies have claimed that advertising directly influences consumer behavior and has a negative relationship with Behavioral Intention in an unethical advertising context. Conversely, the study was developed based on the Theory of Planned Behavior and has been extended by the support of Trust and Commitment theory. The study examines the uncertainty in the Behavioral Intention and Behavior gap in unethical advertising. The Behavioral Intention – Behavior gap has been intervened or moderated by Brand Trust and Brand Commitment. The sample size of 386 was collected via an online survey. The data was analyzed using SPSS 21 package by incorporating the Regression analysis model and Process V4.0 by Andrew F. Hayes model to test the hypothesis. The findings established that there is a positive, significant relationship between Behavioral Intention and Behavior. It further explicated that Brand Trust and Brand Commitment have a significant moderator relationship between Behavioral Intention and Behavior after viewing unethical advertisements. The findings would contribute to marketing practitioners and policymakers understanding how unethical advertising and implementing strategic directions to bridge the intention-behavior gap.Item Impact of Social Media Influencers on Consumer Purchase Intention of the Fashion Retail Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Samarasinghe, S. D. N. S.; Bandara, B. S. S. U.The purpose of this study is to identify the impact of social media influencers on consumer purchase intention of the fashion retail industry in Sri Lanka. Social media influencer is one of the marketing communication tools applied to give the message of the fashion retail industry to target audiences through social media (Facebook, Instagram & YouTube). Nowadays, social media follows this concept as a marketing communication tool and influencers have the potential to persuade their target audiences. A structured questionnaire was utilized to collect data from 304 respondents who are users of social media whose age is above 18 years in Sri Lanka. Based on the findings the researchers were able to conclude that the social media influencers of the fashion retail industry affect consumer purchase intention. The findings showcase a significant, positive relationship between social media influencers (Trustworthiness, expertise, Similarity, Familiarity & Likeability) on the consumer purchase intention. Thus this study is important for marketers and merchandisers of the fashion retail industry to identify the most important characteristics of the social media influencers and to connect those with the marketing strategies they develop.Item 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.Item 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.