8th-2024

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/28086

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Impact of Word-of-Mouth Communication (WoM) on Brand Personality with Special Reference to Sri Lankan Cosmetic Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Deshappriya, K. B. V.; Bandara, B. S. S. U.
Word-of-mouth (WOM) communication has been recognised as a pivotal marketing tool across diverse sectors. However, its efficacy varies significantly among these fields, leading to a notable research gap in ascertaining its impact with precision. This research article endeavors to meticulously examine the influence of WOM on brand personality, specifically within the cosmetics industry. This study has refined an established model to explore this relationship by drawing upon extant literature. The empirical investigation was conducted through a rigorously structured questionnaire encompassing 26 items, administered to a sample of 225 participants aged 18 to 60. The methodological approach of this research is anchored in the constructivist paradigm, employing a deductive methodology to interrogate realities through the lens of pre-existing models and theoretical frameworks. This study's outcomes significantly advance the refined model's empirical validation. Furthermore, the findings elucidate critical managerial implications, offering valuable insights for application within the cosmetics industry context. These insights are instrumental for future academic inquiries and serve as a pragmatic guide for industry practitioners.
Impact of Social Media Influencer Marketing on Purchase Intention of Cosmetic Industry in Sri Lanka with the Mediating Effect of Customer Attitude
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Lakshan, P. S.; Thilina, D. K.
Social media influencers in Sri Lanka are heavily endorsing cosmetic products without proper awareness; this careless advertising often leads to toxic ingredients and potential health risks for users. Marketing fallacies, greenwashing, and biased narratives exacerbate the lack of regulations in the industry. Investigating how social media influencers affect consumers' purchase intentions in the Sri Lankan cosmetics market is crucial. The study fills in important gaps in the literature by concentrating on the understudied area of social media influence in the context of Sri Lanka and discussing potential risks connected to influencers recommending cosmetic items without thorough knowledge. The theoretical framework based on the Ohanian Model of Source Credibility places social media influencers as independent variables, purchase intention as the dependent variable, and customer attitude as the mediating variable. Rigorous reliability and validity evaluations have been used to verify the robustness of measuring scales. Correlation analyses confirmed strong positive correlations between the variables and a normal distribution. The study supported four hypotheses, highlighting the influence of social media on consumer attitude, customer attitude on purchase intention, social media's influence on purchasing intention, and customer attitude as a mediator. These results demonstrate the important roles that social media and customer attitude play in influencing purchase intentions and contribute substantially to our knowledge of the dynamics of consumer behaviour in the social media realm.
Impact of Social Media Advertising on Consumer Purchasing Intention of Women’s Lingerie Brands in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Perera, G. T. W.; Thilina, D. K.
Social media has become an integral part of the business world and a powerful tool for connecting with customers and promoting products. Some lingerie brands in Sri Lanka are globally recognised, while others may not be as well-known. However, they all effectively use social media advertising to promote their products. According to that, there is a challenge when promoting products like CTB (Close to Body) by using social media advertising because the mindset of women regarding intimate apparel is influenced by various factors such as familiarity with a brand, social imaging, which involves associating a brand with a particular lifestyle, celebrity endorsements, etc. This research aims to address these gaps by examining the impact of social media advertising on consumer purchasing intentions of women’s lingerie brands in Sri Lanka. The study employs quantitative research, using a questionnaire to collect numerical data on social media advertising's impact on women's lingerie purchasing intentions in Sri Lanka. The present study revealed that social media advertising positively influences consumer purchasing intentions towards women’s lingerie brands. Furthermore, the study has significant implications for the women's lingerie sector. Marketers can utilise the results to determine the customer's purchasing intentions in a digital environment and make decisions accordingly. Limitations also include cultural sensitivities, sample bias, and evolving social media trends, impacting the generalisability of findings.
Impact of Brand Image on Customer Retention with the Mediating Effect of Customer Satisfaction: Special Reference to Sri Lankan Telecommunication Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Prabodya, H. G. K.; Wijenayake, S. I.
The telecommunications industry is one of the main economic contributors of any country with the internet penetration and advancement of communication technologies. This industry has grown at an accelerated rate, and customer retention has become a challenging task for the key players in the marketplace. Hence, this study aims to explore how brand image influences customer retention and to discuss the mediating role of customer satisfaction in the telecommunications industry in Sri Lanka. A quantitative study was conducted with the deductive approach, in which three hypotheses were deduced. This research study employs a positivist research paradigm and follows a deductive approach to examine facts using the developed models and theories. A convenience sample of 384 was collected using a structured questionnaire survey. The sample was mainly collected from the 20–50 age category. The findings demonstrate a significant impact of brand image on customer retention and further indicate that customer satisfaction significantly mediates the relationship between brand image and customer retention. These findings can be utilised to improve customer satisfaction in the telecommunications industry and thereby improve customer retention.
The Impact of Sensory Branding on Impulsive Buying Behaviour with the Moderating Effect of Gender: A Study on Franchised Fast-Food Outlets in Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Madhushinie, W. A. I.; Dissanayake, D. M. R.
Sensory branding is one of the paramount phenomena that happens in consumer minds and aids marketers in drawing consumer attention to a particular brand only by aiming for five senses. This can result in various consumer buying decisions, including impulsive buying, which is simply engaging in unplanned purchases. As this process is indeed profitable and sustainable for marketers, this concept has become a key marketing strategy across various industries. The franchised fast-food industry is one of the industries that heavily uses sensory branding, especially in their outlets, to boost revenue. Therefore, this research study was focused on investigating the impact of sensory branding on impulsive buying, with special reference to the Western Province, where many franchised fast-food outlets are in Sri Lanka. Nevertheless, the purpose of this study expanded to include investigating the moderating impact of gender on the relationship between sensory branding and impulsive buying in a Sri Lankan context. More than 300 responses gained from a structured questionnaire circulated through online platforms were used to gain insights and testify to the hypothesis. According to the data analysis done through SPSS software, this study concluded that certain sensory aspects such as sight and smell did not significantly impact impulsive buying, while sound, taste, and touch were significant, and the moderation impact of gender was not also significant in the investigated context. Therefore, the study ends with general discussions of limitations and recommendations for future research studies.
Green Packaging on Customer Purchase Intention: Examining the Mediation of Brand Image with Special Reference to RTD Milk Beverages Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Peiris, G. C. C.; Gunawardane, Nisal
The change in consumer behaviour resulted in manufacturers behaving in an environmentally friendly manner, which has an immense influence on environmental sustainability. Consumer behavioural studies in ecological sustainability indicate a lack of knowledge; thus, this study explores the association between the influence of green packaging on the purchase intention of ready-to-drink milk beverages and the impact of brand image on the relationship between the influence of green packaging on purchase intention. The study used a quantitative research strategy with a convenience sampling technique by utilising a structured questionnaire to obtain primary data from three hundred and ninety (390) respondents. The study's conclusions demonstrate that the identified variables of green packaging positively and significantly impact purchase intention. At the same time, brand image positively and significantly mediated the effect of green packaging on purchase intention. The study's findings contribute to environmental sustainability and marketing literature, highlighting the importance of communicating about green packaging attributes and integrating them into corporate communication strategies.
Impact of Instagram Influencer Endorsements on Consumer Purchase Intention with an Emphasis on Local Athleisure Brands in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Samaradiwakara, H. S.; Herath, H. M. R. P.
In the realm of local athleisure brands within Sri Lanka, the impact of Instagram influencer endorsements on consumer purchase intention remains a relatively unexplored territory. This research aims to address this gap in knowledge by providing valuable insights into the effectiveness of influencer marketing strategies in the Sri Lankan athleisure market, shedding light on this under-researched area. Drawing upon a quantitative research design, the study employed non-probability sampling and distributed a structured questionnaire via Google Forms. The questionnaire incorporated 5-point Likert scales to capture respondents' perceptions. A robust dataset comprising 390 responses was collected from individuals aged 18 to 55 years and older. The consumers of the Western province of Sri Lanka serve as the population of interest for this research, who actively use Instagram as a social media platform and exhibit a keen interest in local athleisure brands, forming a target demographic likely to be influenced by Instagram influencer endorsements. However, due to the limited existing research on the population, reliable information regarding its size remains unavailable. The results of the study revealed that factors such as likeability, expertise, and attractiveness associated with Instagram influencer endorsements have a positive and significant impact on consumers' purchase intentions for local athleisure brands within the Sri Lankan market. However, interestingly, the credibility factor was found to have no significant impact on consumers' purchase intentions. The insights gained from this research will assist local athleisure brands in formulating effective marketing strategies to leverage the power of Instagram influencers, capitalising on factors such as likeability, expertise, and attractiveness.
Application of Emotional Advertising Appeal on Consumer Brand Trust towards Consumer Electronic Brand Sector: Examining the Mediating Role of Attitude towards Advertisements
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Madhushani, V. I.; Dissanayake, D. M. R.
The study investigates the influence of emotional advertising appeal on consumer brand trust within Sri Lanka's burgeoning consumer electronics sector, a domain seeing heightened usage, particularly in Colombo. Despite this, the impact of emotional advertising appeal on brand trust remains underexplored in Sri Lanka. Thus, this research aims to delve into this relationship, specifically examining the mediating role of attitude toward advertising. Drawing from an extensive literature review, a conceptual framework was developed. The hypotheses were tested using regression analysis, while the convenience sampling method was used to analyse data from 272 respondents who recently purchased or searched for consumer electronic items in Sri Lanka's Western province. The analysis was assisted by the SPSS 23 version. Results reveal a significant impact of emotional advertising dimensions (humor and romance appeal) on brand trust. Notably, the study reveals the mediating effect of attitude toward advertising in linking emotional advertising appeal to brand trust. There is still a need for more research into the effect of emotional advertising appeal on brand trust and attitudes toward advertising in the Sri Lankan context. Additionally, the paper discusses managerial implications and suggests avenues for future research, contributing novel insights to the field.
Impact of Green Promotion on Green Purchase Intention of Dairy Products in Sri Lanka with the Mediating Effect of Environmental Concerns
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Dissanayake, T. B. G. S.; Weerasiri, R. A. S.
People are becoming more conscious of how their consumption affects the environment and society. Customers must have environmentally relevant product information to make environmentally responsible purchases. As a result, businesses and marketers are employing green promotional tools more frequently to incorporate specific environmental information into their product purchases. Accordingly, the objective of this study is to investigate the impact of green promotion on green purchase intention and examine the mediating role of environmental concern in the dairy product market in Sri Lanka. It has been developed the research model followed by a systematic literature review. As a quantitative research strategy, the researchers used a structured questionnaire to obtain data from the respondents. It was able to collect 353 responses from over 18-year-olds who purchased dairy products in Sri Lanka by adopting convenience sampling. The results revealed that green promotion positively and significantly influences green purchase intention directly and environmental concern as a mediate in the relationship between green promotion and green purchase intention in the dairy product market in Sri Lanka. The study emphasise the significance of green promotion tools, and it gives valuable insights for businesses and marketers looking into issues related to green purchase intention and environmental concern.
Role of Brand Experience in Driving Consumer Purchase Intention of Retail Fashion Brands in Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Metaramba, A. S.; Gunawardane, Nisal
This study explores brand experience's impact on repurchase intentions among fashion-conscious consumers, addressing a gap in research that has primarily focused on its broader influence. Some studies suggest a negative or insignificant link, prompting further investigation. This research assesses brand experience through four dimensions: sensory, affective, behavioural, and intellectual experiences. This quantitative research study gathered data from 320 respondents in the Western province through a meticulously designed questionnaire. The analysis was conducted with the support of SPSS software. This research emphasises brand experience's vital influence on fashion retail repurchase intentions, filling a literature gap by uncovering its often-overlooked impact. Previous research centered on brand loyalty and experience and overlooked their direct effect on repurchase intention. Still, these research findings establish a clear link, providing essential insights into fashion retail consumer behaviour. The study advises fashion retailers to prioritise sensory, behavioural, and intellectual experiences for effective brand development, enabling managers to make informed decisions about enhancing the target audience's brand experience in the industry. Based on a sample size of 320 respondents, the study provides valuable insights for a specific region. Still, potential limitations in generalisability to other provinces in Sri Lanka underscore the need for broader geographical exploration and larger sample sizes in future research for enhanced representativeness.
The Impacts of Brand Love on Brand Loyalty with the Mediating Role of Self-Esteem: A Study in the Fast-Moving Consumer Goods (FMCG) Industry of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Pathirana, I. N. P. K.; Udovita, P. V. M. V. D.
This paper aims to enhance our understanding of the mediating role of self-esteem (SE) in the connection between brand loyalty and brand love, focusing on the fast-moving consumer goods (FMCG) industry in Sri Lanka. Addressing a literature gap, the study investigates how brand love influences brand loyalty through the mediating effect of self-esteem. Employing a deductive methodology and adopting the positivist research paradigm, the research utilises the Judgmental Sampling Technique to conduct a structured survey comprising 30 questions among 409 respondents. The results indicate that the relationship between brand love and brand loyalty is influenced by self-esteem, suggesting that customers develop strong brand loyalty when they have a positive association with their self-esteem. Self-esteem becomes a catalyst for brand loyalty. The study underscores the importance of brand managers intensifying marketing efforts within brand communities to highlight distinctive brand characteristics and capture consumer attention through alignment with self-esteem. The findings offer valuable insights for enhancing a brand's unique identity, leveraging self-motivation to foster consumer loyalty, and ultimately increasing a brand's revenue. Additionally, the study suggests that expanding brand communities, where acceptable peers influence purchasing decisions, can help retain existing customers and attract potential ones, thereby strengthening the brand's position in the market.
The Influence of Multi-Sensory Marketing on Brand Loyalty with the Mediating Effect of Customer Satisfaction with Special Reference to the Star Level Hotels in Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Bandara, H. M.; Dissanayake, D. M. R.
Senses play a major role in the lives of people, and when considering the customer perspective, senses are also the also the most important factor because each customer has a need to satisfy their senses through the products and services that they are purchasing. When the satisfaction is fulfilled, brand loyalty exists. This study examines the influence of multi-sensory marketing on brand loyalty with the mediating effect of customer satisfaction, with special reference to the star-level hotels in the western province of Sri Lanka. The methodological paradigm uses positivism as the research philosophy. The study is quantitative research with a deductive approach to testing the existing theories and hypotheses. Primary data collection is used for collecting data from the star-level hotel consumers in the western province by using a well-structured online questionnaire among the 384 respondents. The data were analysed using SPSS software. As per the research findings, there is a positive influence of multi-sensory marketing on brand loyalty. The results provide luxury marketers with useful information to improve consumer satisfaction and loyalty. It is advised that luxury, star-level hotel brands strategically use sensory cues to create brand loyalty. In the Sri Lankan context, the influence of multi-sensory marketing on brand loyalty should be investigated further.
Impact of Social Media Advertising on Consumer Buying Intention in Fashion Retail Industry: Special Reference to Local Fashion Retail Chains with the Mediating Effect of Consumer Brand Relationship in Western Province of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Dhanushika, P.; Jayawardena, S. M.
The mass proliferation of social media and internet technology has created tremendous opportunities for both marketers and consumers. Hence, modern marketers are very keen to deepen their understanding regarding the purchasing behaviour of their consumers who buy using social media platforms. The present study aims to explore how social media marketing initiatives (such as entertainment, customisation, interaction, word-of-mouth, and trends) affect customers' intent to purchase local fashion retail brands, both directly and indirectly. The mediating impact of consumer-brand relationships is also analysed in this study. This study adopted a quantitative research approach. Hence, data was collected from 384 Facebook users by distributing a questionnaire. The findings of the analysis revealed that social media marketing and customer interactions had a noteworthy beneficial impact on consumers' purchase intentions. Furthermore, the entire mediation influence of customer relationships was also validated statistically. These findings provide valuable insight as to how fashion retailers can refine social media marketing activities to offer greater customer value and thereby generate greater traction. These findings also deepen the understanding of social media-based purchasing behaviour within the casual fashion industry in Sri Lanka.
Impact of Social Media Influencers on Online Fashion Apparel Purchasing Intention in relation to the Female Gen Y and Gen Z Consumers in Sri Lanka: Mediation Effect of CBR and Moderating effect of IT Literacy
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Fernando, T. M. D.; Wanninayake, W. M. C. B.
Businesses are being urged to use cost-effective marketing strategies such as influencer marketing to increase brand visibility in the fast-expanding ecosystem of IT technology and social media platforms. Notably, social media sites such as Facebook and Instagram have proven to be efficient methods for communicating product information to customers. This study highlights the effectiveness of influencer marketing on social media platforms, with a focus on younger consumers impacted by actual social media experiences. This study investigates social media's substantial influence on customer motivation during the purchasing process, emphasising the difficulty of finding reputable influencers for product promotion. It focuses on the fashion apparel industry, investigating the function of social media influence and its impact on online garment purchasing intentions. As a quantitative research strategy, it used a structured questionnaire to obtain primary data from the sample. Finally, it was able to collect 401 responses by adopting a convenience sampling method, which falls under non-probability sampling. This study illustrates a positive correlation between social media influencer reputation and buying intention, providing marketers with insights into ways to identify influencers in the competitive e-commerce apparel business. While the current study focuses on online retail, future research could investigate comparable phenomena in other online services, such as banking and insurance.
Impact of Sales Promotions on Brand Switching Behaviour in Luxury Apparel Brands in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Warnakulasooriya, P.; Weerasiri, R. A. S.
Sri Lanka's booming luxury apparel market is drawing fierce competition, pushing brands to leverage sales promotions as a growth strategy. However, the effectiveness of these promotions in influencing brand switching remains largely unexplored. This study aims to bridge this gap by investigating the relationship between sales promotions and brand-switching behaviour among Sri Lankan luxury apparel consumers. Using a quantitative approach, the study gathers data through surveys targeted at consumers who have engaged with luxury apparel brand promotions. By analysing diverse promotion techniques and their influence on brand switching while considering demographic factors as potential moderators, the research seeks to unlock valuable insights for the industry. The findings hold the potential to enrich existing knowledge on luxury consumer behaviour and marketing. For Sri Lankan luxury brands, this translates to actionable insights for crafting targeted and effective sales promotion strategies that foster customer loyalty and curb brand switching. By understanding the significant impact of the promotion-switching dynamics in this specific market, luxury brands can optimise their efforts to resonate with the unique preferences of Sri Lankan consumers and drive success in this high-growth sector. The findings will be valuable for luxury apparel brands operating in Sri Lanka, helping them develop targeted and effective sales promotion strategies to enhance customer loyalty and mitigate brand switching.
The Impact of Cross-Cultural Advertising on Ethnocentric Consumerism with the Mediating Effect of Cultural Sensitivity: A Study in The Context of the FMCG Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Sivasangari, Y. K.; Udovita, P. V. M. V. D.
This research investigates the impact of cross-cultural advertising on consumer ethnocentrism in the context of the Fast-Moving Consumer Goods (FMCG) industry in Sri Lanka, with a specific focus on the mediating role of cultural sensitivity. Positioned within the context of the globalised economy and increased cross-border trade, the research explores the complexities faced by multinational corporations in formulating effective marketing strategies. The study adopts a deductive approach, employing a structured questionnaire survey to collect data from 410 participants within the employed population of Sri Lanka. Surprisingly, the findings reveal a positive association between these variables, suggesting that individuals in the defense stage of cultural sensitivity, characterised by a heightened awareness of cultural differences and a preference for one's own culture, exhibit increased consumer ethnocentrism. Moreover, it highlights the defense stage of cultural sensitivity, where individuals perceive their own culture as superior, leading to increased consumer ethnocentrism. Managerially, the research underscores the need for nuanced cross-cultural advertising strategies, considering the interplay between cultural sensitivity and ethnocentrism. Similarly, the theoretical implications contribute to a more comprehensive understanding of these dynamics, urging scholars to reevaluate existing frameworks. Limitations include a focus on the FMCG industry, regional bias in responses, an age group discrepancy, and oversight of medium-specific impacts. Despite these limitations, the study provides valuable insights for marketers navigating the complex relationship between cross-cultural advertising, cultural sensitivity, and consumer ethnocentrism in the Sri Lankan context.
The Impact of Green Marketing Mix on Consumers’ Green Purchasing Intention with Special Reference to Modern Trade Sector in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Ebenezar, L. D. N.; Weerasiri, R. A. S.
Although technology has reached its pinnacle, people are starting to realise the significance of environmentally friendly consumption. Environmental contexts on a local and global scale drive consumers and organisations to prioritise green marketing as they anticipate eco-friendly products. This study aims to examine the impact of the green marketing mix on the green purchasing intention of consumers in the Sri Lankan modern trade sector, paying special attention to the mediating effect of consumer attitude. The research model has been developed based on a comprehensive literature review. The study employed a quantitative research strategy and used a structured questionnaire to collect primary data from the sample. It was able to collect 384 responses using a convenience sample method, which falls under non-probability sampling. The findings of the study demonstrate the significant positive impact of the green marketing mix on consumers’ green purchasing intention. Further, it indicated the mediation relationship of consumer attitude between the green marketing mix and the consumer's green purchasing intentions was non-significant. The study underscores the significance of implementing and developing effective green marketing mix strategies and provides valuable insights for businesses and marketers. However, the researcher suggests further research using various models to better understand the mediating role of consumer attitude.
The Impact of Green Marketing Tools on Green Purchasing Decision in Home Appliance with the Moderating Effect of Consumer’s Educational Level
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Dissanayaka, D. M. S. T.; Weerasiri, R. A. S.
The green concept has become a major concern in the modern world when consumers buy products. Sri Lankan consumers also change their purchasing decisions toward green purchases. Even though environmental activities influence humans and firms’ behaviour very significantly, very limited academic research has been done into their literature, especially in green marketing. Thus, this study focuses on whether environmental advertisements, eco-labels, and eco-brands impact green purchasing decisions. A survey of 150 consumers who used electronic home appliances was selected for the survey with a self-administrated questionnaire. According to the findings, green marketing tools positively impact green purchasing behaviour in the electronics home appliances market. Further, the moderation effects make sure consumer’s educational level has significant effects on the green purchase behaviour of the electronic home appliances market, but the different marketing tools show different impacts. This study provides penetrations into studying the impact of green marketing tools on consumer purchasing decisions based on the consumer’s educational level to purchase green electronic home appliances. This study provides insights for marketers on how to use environmental advertising, the eco-labeling system, and the eco-brand system to motivate customers to buy green products. Green marketers can establish a uniform eco-label system with the support of the government. Further, marketers can enhance customer awareness regarding the standardised eco label using environmental advertising.
The Role of Sensory Marketing on Brand Loyalty: Examining the Mediating Effect of Consumer Brand Experience with Special Reference to Coffee Shops in Colombo, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Karunarathne, I. G. S. G. I.; Dissanayake, D. M. R.
The emerging coffee shop culture in Sri Lanka over the past five years, especially in Colombo, emphasises the crucial role of sensory branding in building brand loyalty. Focusing on modern coffee chains in a saturated market, this research employs advanced quantitative methods, analysing visual, olfactory, auditory, tactile, and gustative factors' impact on brand loyalty through the mediation of consumer brand experience. With a sample of 385 patrons, the study positions sensory branding as vital for diverse scenarios of dining, relaxation, studying, or professional meetings. Theoretical implications enrich sensory marketing and consumer behaviour frameworks. Bridging gaps in Colombo's coffee shop landscape, the study offers insights for local businesses, addressing empirical and research gaps while providing practical guidance amid intense competition. Emphasising sensory branding's potency, findings acknowledge limitations, suggesting future geographical expansion, qualitative approaches, and exploration of emerging technologies. Strategic insights advocate for a comprehensive sensory branding approach, fortifying brand loyalty and contributing to the ongoing discourse on sensory marketing in coffee shop consumer behaviour.
The Impact of Experiential Marketing on Customer Satisfaction in Restaurants in Western Province: Mediating Effect of Customer Perceived Value
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Jayarathna, D. M. T. N.; Wanninayake, W. M. C. B.
The restaurant industry is one of the fastest-growing industries in Sri Lanka. People are increasingly turning to e-commerce platforms for their meals after COVID-19. Therefore, experiential marketing has become an essential factor for the survival and growth of the industry. In this study, the researcher has analysed how experiential marketing impacts customer satisfaction in the Sri Lankan restaurant industry. This study employed a quantitative research design, and the population consisted of people who visited restaurants while living in Western Province. The convenient sampling method resulted in a sample size of 345 respondents aged over 18. An online survey was used to collect the data. Multiple regression was used to analyse the data. Existing studies mainly focus on related sectors like tourism and the performing arts. The study aims to provide valuable insights for marketers, restaurateurs, and stakeholders, aiding in the formulation of effective recovery strategies. Key findings reveal a significant positive impact of experiential marketing on customer satisfaction, with the relationship mediating through perceived value. The researcher recommends expanding the study to benefit struggling restaurant stakeholders post-COVID-19, suggesting incorporating case studies and in-depth interviews for a more comprehensive understanding.