Marketing Management
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/218
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Item Blinded by the sand of its burrowing?Examining fans’ intentions to follow one-day cricket on TV with a moderating effect of social influence(International Journal of Sports Marketing and Sponsorship, 2019) Kashif, M.; Fernando, P.M.P.; Wijenayake, S.I.Purpose – The purpose of this paper is to investigate the effect of patriotism, nostalgia, drama and excitement of the game, and interest in star players to predict fans’ intentions to follow one-day cricket in near future. Furthermore, social influence is positioned as a moderator to enrich the understanding of fans’ motives to follow one-day cricket. Design/methodology/approach – The data are collected by means of a cross-sectional survey conducted among 609 university students enroled in Pakistani and Sri Lankan universities. The collected data are analysed by employing a structural equation modelling procedures to reach meaningful conclusions. Findings – The variables of patriotism, nostalgic associations, excitement and drama of the game, and interest in star players are found to positively relate to the fans’ intentions to follow one-day cricket in near future. However, the moderating effects of social influence only moderated with interest in star players, which has practical and theoretical implications. Originality/value – The study is an original contribution to the field of sports marketing. The proposed relationships are based on social identity theory paradigm. Furthermore, the moderating effects of social influence and a multi-country data are unique to this study. Finally, in previous studies, football fans’ motivation and test-match cricket fans’ motivations are studied, hence one-day cricket as a context is also unique to this study.Item Finding greener grass on the other side of hill: Examining donor perceived brand equity in a moderating role of brand credibility(Asia Pacific Journal of Marketing and Logistics, 2018) Kashif, M.; Fernando, P.M.P.; Samad, S.; Thurasamy, R.Purpose – The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to investigate donor perceived brand equity of charity brands. Design/methodology/approach – In a cross-sectional research design, a survey-based research strategy is followed to collect data from 448 active Muslim donors in Pakistan. The collected data are analysed by employing confirmatory factor analysis based on Smart PLS 2.0. Findings – The results indicate that donor perceived brand association, brand awareness and brand loyalty strongly relate to perceived brand equity of charity brands. The brand credibility moderates the relationship between perceived quality, equity and brand loyalty, and equity paths. Practical implications – The charity brands need to focus on building a strong brand image and reputation to uplift brand credibility which can be achieved by offering training programmes addressing various social causes such as HIV and Cancer prevention. Originality/value – The proposed moderating effects of brand credibility and its application to charity brands operating in an Asian Muslim country context are unique products of this study.Item Re-imagining marketing as societing: A critical appraisal of marketing in a developing country context.(Emerald Publishing Limited, 2017-10-28) Kashif, M.; Fernando, P.M.P.; Altaf, U.; Walsh, J.Purpose Marketing theory and practice is under severe criticism – socialists and the practitioners criticize marketing in its current form which calls for active efforts by marketers to reposition the discipline – making it beneficial to the masses. The Western world is thoroughly investigated based on the opinions of public regarding marketing as a discipline. However, studies which present a non-Western consumer’s attitudes toward the role of marketing in a society are scant. This purpose of this study is to encapsulate Pakistani consumers’ understandings and attitudes toward marketing with an emphasis on their perceptions of the ethicality and transformative power of the discipline. Design/methodology/approach A purposive convenience sample of 40 professionals with diverse non-marketing backgrounds and of the widest possible demographic profile participated in in-depth, unstructured interviews. The content analysis and grounded theory method were used for the analysis. Findings Marketing is appreciated for creating product awareness and, occasionally, combating social problems, but this positive image is clouded by severely criticizing it for promoting materialism, being irritatingly pervasive and pushy, as well as for using unethical and unfair practices. Practical implications The study offers a valuable insight into the discipline’s performative and social legitimation in a fast-growing Asian economy. The authors recommend paths for a positive repositioning of the discipline that will improve its public image and enhance its potential for being recognized as a force for positive social change. Originality/value Further to enhancing our understanding of consumer attitudes toward marketing, this paper’s value lies in it being the first ever exploration of the developing country perspective. Most importantly, it contributes to a debate that could enlighten the much-needed repositioning of marketing as a discipline to make it useful for masses.Item Study of Green Banking Practices in the Sri Lankan Context: A Critical Review(2016) Fernando, P.M.P.; Fernando, K.S.D.In Sri Lanka, banking industry can be considered as a monopolistic competitive market. Therefore, both public and private sector banks are following a range of non-price competitive strategies in order to win the market. In this context, the concept of green banking is becoming a novel technology oriented strategic initiative for Sri Lankan banks to achieve triple bottom line business results. Under this circumstances, the banks are basically introducing paperless and information technology oriented banking services to their existing and prospective customers while promoting the banks’ role as a responsible corporate citizen towards achieving sustainable development. The core strategy used in this scenario is the usage of the term “green banking” as a brand positioning factor where above mentioned set of paperless and information technology oriented banking services are introduced to its customers. Through this innovation the banks are able to gain cost effective advantages rather than contributing to the environmental sustainability. Therefore, this paper is critically reviewing the above scenario by using case study approach while addressing to the basic question as whether the current green banking initiatives used by Sri Lankan banking sector are truly contributing to the environmental sustainability or not. The authors are exploring the above phenomena through a conceptual model and suggest realistic solutions to convert the Green Banking Strategies to achieve long term sustainable development of both the banking sector and the environment.Item Reducing traffic congestion in Colombo metropolitan area through adaptation of alternative personnel transportation methods: barriers and long term strategies(Naval and Maritime Academy, Naval Base, Trincomalee, Sri Lanka, 2016) Fernando, K.S.D.; Fernando, P.M.P.Item Influence of Social Media on Purchasing Behavior – With Special Reference to Facebook Users(Faculty of Commerce and Management Studies, University of Kelaniya, 2011) Fernando, P.M.P.; Jayawickramarathne, S.G.W.K.Social Media had become a platform for interaction and networking for people around the globe. Online advertisers from various industries are exploring the use of Internet social networking to build brand awareness and loyalty among the users of these sites. With the trend of young adults getting more and more computer savvy and increasing the time they spend in internet, the advertisers are presented with a large crowd with a substantial potential to grow and develop as a profitable segment. At the same time these marketers are facing the challenge of conquering this market of social network users to make them loyal customers. It is immensely important for marketers to understand the role played by the social media and social media marketing when it comes to purchasing behavior of customers. The objective of this research is to analyze the influence of social media and social media marketing on the purchasing behavior among social network users, with the special reference to Facebook. An online survey was conducted among a sample of 250 young adult Facebook users. A factor analysis on the research findings revealed that the respondents are influenced by social media marketing when it comes to their decision making process and also a moderate level influence was revealed on the purchasing decision of these young adults as customers. Thus the research provides a better understanding of social network use among Facebook users, how the experiences they gain on social media affect their decision process of purchasing and provide insight into effective online marketing to young adults.Item Attitude of Parents towards Television Viewing and Children’s Advertising in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, 2011) Fernando, P.M.P.Advertising is the best-known and most widely discussed form of promotion probably because of its pervasiveness. It’s considered as a very cost effective method for communicating with large audiences and also can be used to create brand images and symbolic appeals of the brand. Marketers and advertisers have identified that children are one of the main segments they can target their various appeals. They represent an important demographic to marketers because they have their own purchasing power, they influence their parents' buying decisions and they are the adult consumers of the future. However one of the most controversial topics advertisers must deal with is the issue of advertising on children. This research was done with the purpose to identify the level of attitude of parents towards children’s advertising and its relationship with parental mediation of children’s television viewing behavior. A questionnaire assessing the attitudes was distributed among 200 parents of primary and secondary school children in Western Province of Sri Lanka. The survey results indicated that parents’ hold negative attitude towards television advertising in general and children’s advertising specifically. Further the survey revealed that although parents perceive that they have to control the televising viewing behavior of children, the mediation on this was low among the Sri Lankan parents.Item The effectiveness of brand personality dimensions on brand loyalty: A study on mobile telecommunication services in Sri Lanka(The International Institute of Knowledge Management (TIIKM) Colombo, Sri Lanka, 2015) Silva, A.R.N.; Fernando, P.M.P.Telecommunication sector has evolved as a major business trend in worldwide. It is one of the major commercial activities in Sri Lanka also where many competitors are playing with different strategies to win a larger market share. This research is focusing on the mobile telecommunication industry in Sri Lanka where the industry players are using carefully planned marketing strategies to attract more customers into their share. The research is taking the approach of investigating the effectiveness of Brand Personality Dimensions on creating Brand Loyalty within the industry. Building upon the prior research on the concepts, Aaker’s Brand Personality Scale was used as the base to measure the brand personality and attitudinal and behavioral loyalties were used to measure brand loyalty within the mobile telecommunication sector. The primary data was gathered using a self-administrated questionnaire from 100 users of mobile telecommunication networks using convenience sampling technique within the Western Province of Sri Lanka. The results indicated that the most important brand personality dimensions associated with the brand loyalty in the Sri Lankan mobile telecommunication industry were Excitement and Sincerity. Further it was found that Sophistication, Competence and Ruggedness dimensions of brand personality also significantly affects brand loyalty. Implication of the findings were highlighted and discussed based on the research findings.