Marketing Management
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Item Frugal Innovation and Core Characteristics: A Systematic Literature Review(Scope, 2023) Velananda, Y.L.; Dissanayake, D.M.R.; Wickramasinghe, C. N.Making products that cater to the requirements of emerging and new markets may help businesses all around the world. The concept of frugal innovation has resulted in many successful products for various markets that save money, focus on the most critical aspects, and perform well. According to the literature study, organizations must have a frugal mindset to come up with frugal innovations. For this qualitative study, the SPIDER methodology was employed. Businesses must learn to think frugally to come up with innovative ideas on a limited budget. A comprehensive review of the literature was undertaken to identify the most important aspects influencing people's decisions on frugal innovation initiatives at work. The review of relevant literature yielded important parameters. The goal of this study was to establish an understanding of what frugal innovations mean to different researchers, and what characteristics are essential for launching and sustaining frugal innovations. The conclusions of this study have implications for academic research on frugal innovations and the frugal attitude, as well as for businesses seeking new ways to save money and expand their market opportunities while capturing an unserved market with frugal innovations. This paper examines the core characteristics of frugal innovation: Affordability, optimized for performance level, concentration on core functionality, simplicity, high quality, eco-friendly, and sustainability. The main research strategy used was the systematic literature review with some attention given to cases and practices based on the Sri Lankan context. The paper discusses different scenarios and cases guiding future research directions. It concludes research avenues by highlighting future research directions for extended studies.Item Internal Marketing and Brand Commitment: An Empirical Review on Employee Perspective in Services Sector(International Journal of Humanities and Social Science Invention (IJHSSI), 2019) Kumara, D.W.; Dissanayake, D.M.R.Internal marketing and brand-related behavior of employees are found as extendedly researched notions across the markets and product scopes. The concept of internal marketing has been referred in empirical studies connected to different variables and propositions. In addition, brand-related behavior of employees have been studied with specific variables as different facets of committed behavior. Band commitment is one of the main variables found within the domain of brand-related behavior of employees. Studies have discussed employee brand commitment behavior in relation tointernal branding and brand citizenship behaviors. Alongside, it is clear that the interrelated nature of internal marketing,internal branding, and brand citizenship behavior on employee brand commitment behavior has been a highlighted research avenue. Meanwhile, service sector brands and firms have been extendedly considered in recently held studies when examining the concepts of internal marketing and employee brand commitment behavior. The main argument found with the said is services are fully engaged with employees as a value delivering component, thus, their commitment is a critical factor for the external customer satisfaction. However, empirical studies still claim to investigate how internal marketing practices and brand-related behaviors of employees are interconnected within the services sector firms. Accordingly, this paper also attempted to examine the empirical insights revealing how internal marketing and employee brand commitment behaviors are interconnected. This Paper further highlights the empirical thoughts shared on service sector as a specific matter based on the literature review carried out. Paper concludes the future research priorities by summarizing the content presented in the paper whilst highlighting services sector as a specific research niche.Item Strategic Imperatives for the Post Covid-19 Era: With Special Focus on Sri Lankan Industries(International Journal of Latest Engineering and Management Research (IJLEMR), 2020) Rajaratnam, R.A.; Medis, A. P.; Dissanayake, D.M.R.Strategies provide intent for organizations to drive their respective business models. The responsiveness to environment challenges and dynamics is a must for corporates to survive and grow even during turbulent conditions. The term „strategy‟ and its content had been associated in this paper to bridge the explanations and arguments on how strategy should be reshaped when totally unpredicted scenarios emerge. The Covid-19 outbreak provided a lesson, to the entire global market and to rethink the strategic intent of organizations. The strategic imperatives during the outbreak conditions should be carefully planned and implemented with rationalized business models. This paper attempts to investigate the strategic imperatives and how they need to be connected with proper scenario planning, resulting in a focused-strategic drive. Included are reviews on global business scenarios whilst highlighting some key incidents of global corporates and country situations. This paper provides a platform to understand how Covid-19 outbreak made holistic impacts on economies and societies that ultimately resulted in new-normal adaptation options for corporates. Authors undertook a literature review to unveil the empirical discussions whilst cases of Sri Lankan market were highlighted to explain the real life experiences on how local corporates adopted to new-normal scenarios. The best practices undertaken by Sri Lankan firms and industries were referred to generate a practise-related knowledge sharing. Finally, this paper concludes the essence of the paper, whilst proposing the importance of reviewing hands-on cases in Sri Lanka to share new knowledge insights to practitioners.Item Impact Of Sensory Marketing Strategies On Brand Love: A Study Of Franchised Fast Food Chains In Sri Lanka(International Journal of Research in Commerce and Management Studies, 2020) Dissabandara, D.R.; Dissanayake, D.M.R.Brands competing in food industry require a clear emphasis on sensory stimuli when developing their marketing strategies to cater different segments in the market. Sensory marketing plays a vital role in creating long standing relationship with consumers. The impact s sensory marketing on consumer behaviour is a widely examined research scope but still empirical gaps are claimed within different product scopes and market contexts. Having said, this paper investigated the research problem of how sensory marketing strategies result brand love in line with the empirical gaps and practice issues posited within the franchised fast food chains in Sri Lanka. Study was based on the international franchised fast food channels operate in Sri Lanka. Multi stage cluster sampling method was used and 200 questionnaires were distributed to the consumers of fast food chains. Quantitative method was employed with a questionnaire to execute the study in order to investigate how five sub divisions of sensory marketing strategies influence brand love. Structural Equation Modelling (SEM) supported by a Confirmatory Factor Analysis (CFA) produced with AMOS-23 software version was occupied to test five hypotheses formulated in this study. Results revealed that four dimensions namely visual, olfactory, auditory & gustative factors impact brand love whilst tactile factors were not proven. Based on key findings this paper highlights the managerial implications and areas for future research directions.Item Review On Advertising Creativity, Brand Personality And Celebrity Personality(Journal of Critical Reviews, 2020) Jinadasa, M.; Perera, R.P.; Dissanayake, D.M.R.; Weerakoon, R.Advertising is one of the vastly applied marketing communication tools in the world and creativity plays a significant role within resulting positive consumer evaluations. Meanwhile, celebrities are used in advertisements across the world reporting a tremendous rate of use in all types of media. Some argued that the effectiveness of celebrities is still questionable whilst many studies admire what it does for brand building strategies. There are theories and models explaining what makes celebrities effective for favorable brand evaluations. Meanwhile, studies signify brand personality as one of the facets of brand evaluations resulted by marketing communications. Empirical studies are found claiming further research works to examining the effectiveness of celebrities in developing perceived band personality. Arguments are found stating celebrity character and brand personality congruence is a viral combination whilst empirical thoughts suggest to further examine such relationships with reference to different cultures and product scopes. Accordingly, this paper reviews the literatures about how creativity is used in the advertising with special reference to the brand personality and the celebrity endorser‟s personality. Therefore, this paper produces an empirical discussion on creativity, advertising, brand personality and celebrity personality as the main components and conceptual relationships are reviewed accordingly. Paper followed a comprehensive literature review to discuss the empirical thoughts on main concepts. It made an attempt to prove the relationships amongst the main variables namely creativity of advertising, brand personality and celebrity personality whilst discussion was made to relate evidences in different countries and product scopes. Finally, paper concludes the significance of source-based factors and management-based factors to be considered when applying celebrity characters to result brand evaluations including brand personality.Item Influence of Advertising Creativity on the Relationship between Celebrity Personality and Brand Personality(Solid State Technology, 2020) Jinadasa, M.; Perera, R.P.; Dissanayake, D.M.R.; Weerakoon, R.Advertising acts as strong promotional mix element in marketing influencing brand communication activities to result favorable consumer responses. However, empirical and practice related arguments still question on the effectiveness of advertising in the cluttered media environment whereas creativity still plays a significant role avoiding such challenges. The effectiveness of creative advertising that results favorable brand evaluations has been claimed in empirical studies as a research direction. Additionally, practice related issues are reported claiming to examine the effectiveness of celebrity endorsed communication campaigns on brand related responses. Likewise, this study investigates how creative adverting could influence on brand personality as a form of brand evaluation whilst celebrity personality traits were also studied to determine the mediating effect within. It distributed 230 questionnaireswithinthe Western province of Sri Lanka followed by convenient sampling method and finallyanalysis was done based on 204 questionnaires properly filled. It employed StructuralEquation Model (SEM) by using AMOS-21 statistic package to do the hypotheses testing after Confirmatory Factor Analysis (CFA) is executed. Data analysis process followed the essentials for the dataset for normality and sample adequacy before employing the factor analysis for CFA.Item Impact of Brand Trust on Brand Evangelism Behaviour: A Study on Cable Brands in Sri Lanka(Sri Lanka Journal of Marketing, 2018) Munasinghe, A.; Dissanayake, D.M.R.Industrial sector organizations require some specific focus when developing brands to their institutional and domestic customer segments. Brand trust plays a significant role when it comes to establishing strong brand relationships with consumers. This paper mainly focuses to empirical gaps and practice issues found within the cable brands in Sri Lanka to identify the major research questions and the purposes. Alongside, impact of brand trust on brand evangelism was examined addressing to the empirical justifications and practice gaps found in Sri Lankan cable market. Stratified cluster sampling method was employed and 225 questionnaires were distributed amongst end-users of B2C market. Accordingly, quantitative method was occupied with a questionnaire to execute the survey investigating how brand trust influences three sub divisions of brand evangelism. Three hypotheses were formulated and tested via Structural Equation Modelling (SEM) supported by a Confirmatory Factor Analysis (CFA) produced with AMOS-23 software version. Results proved brand trust results purchase intention and positive referrals on cable brands whilst the impact of brand trust on spreading negative referrals on competitive brands was not proved. Paper highlights the managerial implications based on the key findings and future research directions were proposed accordingly.Item Entrepreneurial Celebrity Endorsement and Brand Personality Congruity: A Review on Concepts and Practical Perspectives(Global Scientific Journals, 2020) Herath, H.M.B.I.; Dissanayake, D.M.R.; Nanayakkara, N.W.O.K.D.S.P.Celebrity endorsement is a widely used marketing communication and brand building option found in different markets and product scopes. Most of empirical studies are found examining the effectiveness of celebrityendorsement with brand evaluations and brand relationship behaviours. The source credibility of the celebrity endorsement is one of the main bases discussed in this scope. The concept of entrepreneurial celebrityendorsementor celebrity entrepreneurship is a pivotal research priority in line with the practises found in today’s business world. Celebrities involve with business and try to build the brand and performance with own endorsements. But the effectiveness of such endorsements on brand related evaluations and behaviours should be investigated to unveil the rationality. Accordingly, this paperattempts to review the concept of celebrityendorsement whilst special attention is made on celebrity entrepreneurship as the niche of investigation. Authors evaluate the empirical insights whilst cases are appreciated to discuss how such endorsements connect with the brand personality congruity. The main research instrument was literature review and journal articles,while business publications and cases were used to build the discussions. Paper makes an attempt to disclose the hands-on cases to provide learningavenues to further investigate how entrepreneurial celebrities engage with endorsementstowards own businesses and social activitiesItem Critical Success Factors for Performance Oriented M-Learning in Sri Lanka(Journal of Educational and Social Research, 2020) Dissanayake, D.M.R.; Velananda, Y. L.Students engaged with multi tasks commitments demand modern learning environments facilitated with virtual engagements and high-tech contact methods. Thus, they are looking for such technically equipped learning facilities avoiding physical presence where they can learn at anytime and anywhere. The mobile devices provide many facilities for education sector providing execution supports for M-learning. This has reshaped the education model of many countries and institutions. Sri Lanka is an emerging economy and one of the countries in Asia reports higher level of educational priorities. Many of public sector universities and higher educational institutions have adopted M-learning in line with the government educational policies and some international funding options. However, it has attributed with some challenges in terms of strategy, motivation and performances. Thus, critical success factors on M-learning was the main research question addressed by this paper. This paper examines the critical success factors for improving performance-oriented M-Learning concerning nine factors: Perceived Ease of Use, Personal Innovativeness, Perceived Usefulness, Performance Expectancy, Self-Management of Learning, Effort Expectancy, Social influence, Perceived Self Efficacy and Perceived Playfulness. The factors were constructed in relation to the Technology Acceptance Model, the Unified Theory of Acceptance and Use of Technology Model and several other factors from the literature. The main research strategy used was the literature review with some attention given to cases and practices based on Sri Lankan context. Paper discusses different scenarios and cases guiding future research directions. Authors conclude research avenues by highlighting future research directions for the extended studies.Item Application of Social Media for Personal Branding: A Conceptual Review(The International Journal Of Business & Management, 2020) Nanayakkara, N.W.O.K.D.S.P.; Dissanayake, D.M.R.The present context of digitalized era promotes the need of branding in an online context. The use of social media for personal branding has been a fast-growing trend and such tools are being competitive in the contemporary business environment. Empirical studies are found clarifying how personal branding carried out through social media whilst claiming further investigations in line with the challenges and issues attributed in different markets, generations and countries. Social media platforms are promptly growing resulting empirical studies to investigate effectiveness of different social media tools and strategies. Alongside, this study attempts to investigate how social media has been utilized for personal branding applications. Paper followed an extensive literature review to build a discussion on theoretical and empirical contents related to social media use in personal branding whilst a rationale is made on the relevance of the theory of social capital. Paper attempts to appreciate the application of social capital theory to explain the theoretical foundation in the use of social media for personal branding whilst trust is highlighted as an additional notion within. The literature review was executed addressing to key sub contents related to personal branding and social media. It reviewed journal articles as the main source of information to organize the contents with empirical justifications. Finally, paper discusses the concepts of brand image, brand identity and brand positioning in personal branding and how active involvement of social media results online personal branding.
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