Marketing Management

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Relationship between Perceived Brand Equity and Purchase Intention of Life Insurance Brands in Sri Lanka: A Concept Paper
(2016) Gunawardane, N.; Munasinghe, A.; Dissanayake, D.M.R.
Sri Lanka is referred as a service driven economy as it denotes in the structural dynamics noticed in the economy. Accorodgly, insurance business has also been evolving with different structural and market dynamics that influence wider impact to the economy. Moreover, a subset of insurance market, life insurance business in Sri Lanka, exhibits more competitive moves as per the marketing and consumer behavioral perspectives. Industry practices of the life insurance sector highlight many brand building initiatives aiming at stimulating favorable responses of consumers to sign competitive edges. Meanwhile, the notion of brand equity and purchase intention have been referred in many empirical studies to examine the relationship between brand related marketing stimulus and behavioral responses of consumers towards them. Alongside, this study intends to review those concepts and suggest research propositions with reference to the context of life insurance business of Sri Lanka. We followed a deductive approach, and comprehensive literature review on empirical studies was carried out as the main research tool to build arguments supporting to suggested propositions. Paper concluded by denoting directions for the future studies in line with the notions of brand equity and brand related behaviors addressing to empirical research gaps in Sri Lanka.
Antecedents of Customer Base Brand Equity: Empirical Evidence from Beer Industry in Sri Lanka
(2011) Wanninayake, W.M.C.B.; Chovancova, M.
Brand equity is strategically crucial element in the marketing programme in any organization. Even though it is strategic element of branding, it is difficult to measure. Previous researchers have made considerable attempt to develop constructs and tools to measure brand equity, but there is no universally accepted way to measure it. Most of the researchers have argued that antecedents and dimension of brand equity can be varied in different industries and different contexts. Therefore researchers have addressed this issue with considering antecedents of brand equity in the beer industry in Sri Lanka. The main objective of the study is to identify the most significant antecedents of brand equity in Sri Lankan beer market. Aaker’s well-known brand equity model was used for developing conceptual framework. Survey method was used to gather primary data from 250 selected customers in age group 18 to 35 years by administrating detailed questionnaire. Structural equation Modeling was employed to investigate the causal relationships among the four dimensions of brand equity and overall brand equity in respective industry. Reliability test was carried out and Cronbach’s Alpha values of every question items were found that a good interring reliability exist with the data. The results indicated that brand association and brand loyalty has direct relationship with brand equity of Sri Lankan beer market and perceived quality and brand awareness has indirect relationship. Therefore this paper shows that brand managers and marketing planners of beer manufacturers should consider the relative importance of brand equity dimensions in their overall brand equity evaluation, and should concentrate their efforts primarily on building brand loyalty and image.
Building Brand Equity through Integrated Business Model: A Case of Cable Brand in Sri Lanka
(IES Management College and Research Centre, Mumbai, India, 2015) Dissanayake, D.M.R.
There are mainly six local companies in Sri Lanka operate on cable manufacturing and trading business namely ACL Cables, Kelani Cables, Sierra Cables, Ruhunu Cables, Kamal Cables and Orange Cables. As ACL Cables and Kelani Cables are in the export market, they manufacture their cables complying with the British and Australian Standards.This study is based on “Kelani Brand” which is currently exporting to Maldives, Bangladesh and India in the region. Branding a cable product is a critical challenge where it has to cater for both consumer market and industrial segments. Researcher specially focused on how the said Cable brand has effectively acclimated to branding strategies rather operating as a generic product. Special reference was made to study how the organizations strategized the functional and emotional brand appeals to develop brand equity for the end-user market. Study has been conceptualized brand building variables as independent factors and purchasing decision as the dependent factor. Researcher has analysed the result of the implementation of brad building model of Kelani Cables via descriptive and inferential statistical analysis. Conclusion of the study has provided hindsight as contribution to practice at the end of the report.

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