Marketing Management
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/218
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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 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 A Review paper on the Impact of Social Influence on Event Attendees of Entertainment Events: with special reference to Face Book(Sri Lanka Journal of Marketing, Department of Marketing Management, University of Kelaniya, Sri Lanka, 2018) Chamikara, D.M.; Gunawardane, N.The Social Influence is an influential mode that used by the society surround us to influence for what they have already influenced by others. . In recent years this has been a popular concept which does grab the attention of the practitioners within the corporate world. Given this interest, the current researcher underlining the Face book Influence model intends to assess the relationship between Social Influence via the Face book and the Intention to participate in the context of the Entertainment Events in Sri-Lanka. Further, the literature evidence identified that dimensions of Social Influence namely Like, Comments, Shares, Ease of Use and Usability should be more focused when building a strong Social Influence as they do indicate a high relationship on Intention to participate. Hence, the current research identified that Social Influence is a significant predictor which does affect in manipulating the Intention to participate for Entertainment events in Sri-LankaItem Impact of Service Quality on Customer Satisfaction with Special Reference to Mobile Telecommunication Industry of Sri Lanka(Sri Lanka Journal of Marketing, Department of Marketing Management, University of Kelaniya, Sri Lanka.Vol 3 No 1, 2017) Dharmadasa, S.A.; Gunawardane, N.Along with globalization, new technologies are introduced to the mobile telecommunication industry in order to enhance service quality which is consequential to attract and retain rational customers. Empirical evident is available between service quality and customer satisfaction of mobile telecommunication industry in Sri Lanka. However, researchers saw that measurements of service quality are different from country to country. Hence, research findings of different other countries could not be generalized to Sri Lankan context. Thus, there is a requirement to research the impact of service quality on customer satisfaction in mobile telecommunication industry in Sri Lanka in order to enhance the customer satisfaction. Data were collected from 388 customers of mobile telecommunication industry. Convenient sampling method was used to select the sample. Data were collected through a structural questionnaire and SERVPERF model was used. Results revealed that the major dimensions of service quality which impact to customer satisfaction are empathy, tangible and reliability. Other dimensions are responsiveness, assurance and technical quality do not impact on customer satisfaction. And, perceived value doesn’t moderate the relationship between service quality and customer satisfaction in mobile telecommunication industry in Sri LankaItem Green Stimuli Characteristics and Green Self-Identity Towards Ethically Minded Consumption Behavior with Special Reference to Mediating Effect of Positive and Negative Emotions(Asian Social Science, 2019) Gayathree, P.K.; Samarasinghe, D.Research studies related to ethical consumerism has been gaining increasing attention in the last decade due to growing importance with environmental pollution. Research studies pointed out a gap between ethical consumers’ behavior and intention which is common in Sri Lanka as well. Hence the study used emotions and self-identity as two key drivers which assist in exploring the intention-behavior gap that has not been researched so far. Therefore the research problem addressed is “whether the positive and negative emotions aroused as a result of consumer subjective evaluation to stimuli, impact on the ethically minded consumption behavior?”. The study focused only on environmental friendly electrical household appliances and the population is the academics and professionals who reside Gampaha and Colombo suburbs and who bought environmental friendly electrical household appliances within the last one year of duration. The unit of analysis is individual consumers and the convenience sampling method used. 200 individual respondents contributed to the study and the data collection was done through a self-administered questionnaire. The study has used Smart PLS 3.2 software and the results showed that the green stimuli characteristics and green self-identity significantly influence ethically minded consumer behavior and only positive emotions act as a significant mediator. Most importantly if the consumer’s perceived effectiveness is high, despite the presence of emotions ethically minded consumer behavior will be triggered more. In conclusion, marketers have to use positive emotions when creating the stimuli and should give more priority for assuring the individuals small step for protecting the environment.Item The Influence of User Generated Content on Purc hase Intention of Automobiles in Sri Lanka(Asian Social Science, 2019) Karunanayake, T.; Madubashini, CThe purpose of this study to identify the influence of user generated content on purchase intention of automobiles in Sri Lanka. The said study is based on the theory of Uses and Gratification and supportive findings. This study has been addressed the survey type research method and structured questionnaire was used to collect data and utilize sample frame of automobile followers on Facebook. Measuring the influence of user generated content on purchase intention through developed hypotheses. Researchers have used analysis technique of descriptive analysis, regression, and frequency test where statistical package for social science (SPSS) was used as the main analytical software. The results of the study discuss the main eight element affect the purchase intention of automobiles, but the two elements not strongly affect the purchase intention which were namely, homophily and trust. These two elements have weak relationship with the purchase intention. Mainly consumer resonance mediating the user generated characteristics to purchase intention of automobiles. Hence this study has been significantly contributing to the existing knowledge explaining the need, motivation (users and gratification) - consumer resonance-intention linkage in customer behaviour.Item The Influence of User Generated Content on Purchase Intention of Automobiles in Sri Lanka(Asian Social Science, Vol. 15, No. 6, 2019) Karunanayake, T.; Madubashini, C.The purpose of this study to identify the influence of user generated content on purchase intention of automobiles in Sri Lanka. The said study is based on the theory of Uses and Gratification and supportive findings. This study has been addressed the survey type research method and structured questionnaire was used to collect data and utilize sample frame of automobi le followers on Facebook. Measuring the influence of user generated content on purchase intention through developed hypotheses. Researcher s have used analysis technique of descriptive analysis, regression, and frequency test where statistical package for s ocial science (SPSS) was used as the main analytical The results of the study discuss the main eight element affect the purchase intention of automobiles, but the two elements not strongly affect the purchase intention which were namely, homophil y and trust. These two elements have weak relationship with the purchase intention. Mainly consumer resonance mediating the user generated characteristics to purchase intention of automobiles. Hence this study has been significantly contributing to the exi sting knowledge explaining the need, motivation (users and gratification) consumer resonance intention linkage in customer behaviour.Item The effect of perceived risk on the purchase intention of electric vehicles: an extension to the technology acceptance model(Int. J. Electric and Hybrid Vehicles, 2019) Thilina, Dk.; Gunawardane, N.Electric cars will be the future of the transportation industry as it records a significant market penetration including Sri Lanka. The purchasing mechanism drives customers to make purchasing decisions is a critical notion to investigate since it engages a multi connected matters. Accordingly, this study reviews how perceived risk factor influences purchase intention referring to Electric Vehicles in Sri Lanka. The said review based on the theoretical rationale and supportive empirical findings. A descriptive statistical review presented to signify why Sri Lanka considered as a context to be examined whilst empirical evidences were presented to support the arguments. Paper concludes research propositions to examine how perceived risk influences the purchasing mechanism of Electric Vehicles whilst buying intention referred as a main notion within.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.