9th Student Research Conference in Marketing (SRCM) - 2025
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Item Role of Ambience Marketing on Purchase Intention towards Fashion Brands: Investigating the Mediating Effect of Store Brand Love among Gen Z in Western Province Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Neshani, W. A. K.; Jayawardene, S. M.The fashion retail industry is a significant and evolving industry that is heavily reliant on store ambience for in-store sales. Therefore, store ambience is often a mechanism for fashion retailers to offer unique experiences to their consumers and thereby craft a competitive advantage. However, there is a dearth of knowledge regarding how ambience marketing impacts purchase intention towards fashion brands while considering the mediating effect of store brand love among Gen Z customers in Western Province, Sri Lanka. The present study examines the role of ambience marketing on purchase intention towards fashion brands while investigating the mediating effect of store brand love among Gen Z customers in Western Province, Sri Lanka. This study addressed the discrepancies by examining the key elements of store ambience such as lightning, music, scent, and store layout selected as the independent variables, and store brand love was identified as the mediator to purchase intention. A quantitative study was conducted, and 398 responses were gathered from Gen Z customers in Western Province using a structured questionnaire. The data was analyzed using descriptive statistics, correlation, and regression tools within the Statistical Package of Social Science (SPSS) software to explore the relationship between independent, dependent, and mediating variables. The present study findings indicate that ambience marketing elements such as lightning, scent, and store layout are statistically significant to the purchase intention. Furthermore, the mediator was also significant to ambience marketing and purchase intention. However, music does not significantly impact the purchase intention. When comparing the beta values of independent variables scent and store layout had a relatively stronger causality to purchase intention than lighting. These findings indicate the significance of ambience marketing elements in enhancing the purchase intention while fostering store brand love. The present study findings align with the previous findings on ambience marketing and purchase intention but offer new insights related to Gen Z customers concerning store brand love Western Province in Sri Lanka. The present study is geographically limited to the Western Province of Sri Lanka and concentrates solely on Gen Z customers. Therefore, it limits the generalizability of its findings to other countries and demographics. Furthermore, the study examines four ambience marketing elements such as music, lighting, store layout and scent. The present research was conducted as a cross-sectional study, so its findings are limited to a specific period. The present study includes theoretical and practical implications in the fashion retail sector recognizing Gen Z customers in the Western Province of Sri Lanka. Stimulus organism response (S-O-R) framework and theory of planned behavior theoretically indicate how ambience marketing elements impact purchase intention while triggering emotional attachment like store brand love. These findings indicate how cognitive and emotional aspects impact ambience marketing and consumer behavior. Furthermore, the study offers feasible strategies and findings to broaden the existing knowledge regarding ambience marketing and provide valuable insight for fashion retailers to enhance customer experience while creating store brand love which affects purchase intention. Therefore, the study recommended improving store layouts with better navigations, visually appealing designs, and technological improvements aligned with seasons when utilizing scents spreading fresh, natural, and thematic aromas that incorporate their brand image, through lighting strategies improving lighting with diverse designs, fashion retailers can use cool and warm tones relevant to special seasons to offer a welcoming store environment, which reflects the preferences of Gen Z customers. As music does not significantly impact purchase intention fashion retailers need to understand regional preferences of music which resonate with Gen Z customers. The present study can expand into further studies by exploring additional ambience marketing elements such as temperature, color and service quality, exploring new demographics such as baby boomers and millennials. Future research also needs to explore the impact of digitalization such as augmented reality and virtual reality experiences in store ambience. Furthermore, the present examines other industries such as hotels, restaurants, and cafeterias. Present research can explore different regions and to get better findings this research can be conducted as a qualitative and longitudinal study.Item Influence of Technical Features of User Generate Content on Brand Advocacy of Telecommunication Industry among the Young Generation in the Western Province in Sri Lanka: Examining the Mediating Role of Brand Image(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Rajapaksha, R. V. P. U. D.; Jayawardene, S. M.User-generated content has had a strong effect on modern consumer decisions due to the proliferation of social media. Telecom service providers widely use such user-generated content to promote their brands and create brand advocacy in a highly competitive market. However, there is a dearth of knowledge regarding how technical features impact brand advocacy in a Sri Lankan context. This study aims to investigate how the technical features of user-generated content (UGC) shared on online platforms influence brand advocacy behaviors such as recommendations and loyalty among the younger generation in the Western province of Sri Lanka, and how that behavior is mediated by brand image. Granularity, Extensibility, Integration, and Evolvability were identified as technical features of user-generated content. This research study employs the Positivism research paradigm and follows a deductive approach to examine facts using the developed models and theories. Primary data for the study will be collected through a questionnaire from 385 respondents. The data were analyzed using descriptive statistics, correlation, and regression tools with the IBM Statistical Package for the Social Sciences (SPSS) 23 version. In this study, Granularity, Extensibility, and Integration were identified as significant independent variables evolvability is not statistically significant and the mediator was not statistically significant, according to the findings. The study indicates that there is no mediating effect of brand image on the relationship between technical features of user-generated content and Brand advocacy. It is recommended that practical implications emphasize enhancing technical features of user-generated content, fostering consumer participation, and aligning strategies to promote brand advocacy. The study’s limitations include the fact that it simply focuses on the youth population in the Western province of Sri Lanka, which restricts the generalizability of findings to other regions or cultures. Furthermore, the sample may not accurately reflect the diversity of the youth demographic, which can affect representativeness. The cross-sectional research approach reduces the ability to establish causal relationships and analyze behavioral changes over time. Furthermore, relying on self-reported data presents possible biases, such as social desirability bias and recall bias, which might have an impact on the finding’s validity. The study’s scope, centered on technical features of user-generated content, does not account for emotional, psychological, or external factors that may influence brand advocacy. The industry-specific focus on telecommunication further limits the application of the findings to other sectors. Finally, the dynamic nature of digital platforms and social media emphasizes the importance of longitudinal research in accounting for the changing impact of emerging technologies and trends on user-generated content and brand advocacy. The researcher indicates that considering the theoretical implications of this study, the findings of this research can help telecommunications companies in the Western province of Sri Lanka develop a more specific UGC strategy and increase brand advocacy by using UGC’s technological aspects (Granularity, Extensibility, Integration, and Evolvability). Strategies include creating forums for specific feedback, facilitating seamless exchange, and developing a strong brand image through customer-centric initiatives and active participation. Dynamic systems that respond to user input and include localized features like language support can improve UGC accessibility and appeal to the younger generation. These indicators boost trust, reach, and consumer engagement, helping firms stand out in competitive markets. By conducting this study, the researcher can identify several practical implications. Telecommunication companies can enhance brand advocacy by creating platforms that encourage structured and technical features of User-generated content, such as feedback forms and forums. Simplifying feedback processes and integrating sharing options on popular platforms can amplify UGC's reach and influence customer decisions. Companies should strengthen their brand image through customer-centric initiatives, and active engagement with UGC. Developing dynamic systems that allow content to evolve, offering incentives for quality contributions, and localizing UGC features such as language support, can further improve accessibility and engagement. Those theoretical & practical implications can be identified through this study. This research will provide a significant contribution to academic understanding and will be very useful for telecom marketers and strategists to craft positive interaction and content creation for their brands using the technical features of UGC platforms.Item Impact of Brand Credibility on Purchase Intention towards Women Fast Fashion Brands in Sri Lanka: Examining the Mediating Effect of E-WOM(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Gampolage, T. L.; Jayawardene, S. M.This study investigates the relationship between consumers intentions to purchase from Sri Lankan women's fast fashion brands and brand credibility, with a focus on the mediating effect of electronic word-of-mouth (E-WOM). The study assesses the growing significance of E-WOM in shaping consumer behavior by examining the components of brand credibility, namely; consistency, reputation, and experience. The study offers insights into consumer decision-making processes in an emerging market context, and it is based on Source Credibility Theory and Signaling Theory. The study intends to bridge the knowledge gap regarding consumer behaviors unique to fast fashion in developing countries such as Sri Lanka. 71% of respondents lived in Colombo, and the survey was conducted in the Western Province of the nation. Using data from 355 female respondents, the findings offer significant new insights into the connection between brand credibility and purchase intention. Brand credibility was found to be a strong predictor of purchase intention, with a beta coefficient of 0.681 (p < 0.01), highlighting its direct impact on consumer behavior. Additionally, the study demonstrated the significance of E-WOM as a mediating factor, showing that when consumers came across positive online reviews, their purchase intentions increased by 12%. Remarkably, 74% of respondents between the ages of 18 and 30 said they heavily relied on peer reviews and recommendations, indicating a dependence on E-WOM that is unique to this demographic. This dependence emphasizes even more how digital interactions influence consumers' perceptions of brands. Furthermore, 64% of participants shared positive experiences after receiving outstanding service, highlighting how crucial customer satisfaction is for building brand reputation and encouraging online advocacy. These results show both localized consumer preferences and behaviors specific to Sri Lanka's fast fashion industry, in addition to global trends. Although the study offers insightful theoretical and practical information, the findings generalizability is constrained by its cross-sectional design and geographic focus on Sri Lanka's Western Province. Additionally, the research allows for the exploration of other market segments or demographic groups by focusing solely on women's fast fashion brands. However, by validating the mediating function of E-WOM in the relationship between purchase intention and brand credibility, especially in a developing market context, the study makes a substantial theoretical contribution. From a practical standpoint, it emphasis how crucial it is to use digital platforms to improve customer engagement and foster trust in cutthroat marketplace. When doing future market research, it can be investigating different industries or using longitudinal study designs to capture changing consumer behavior over time in order to further broaden the scope and applicability of research findings.Item Effect of Perceived Quality Assurance on Customer Loyalty in Automobile After-Sales Services: Investigating the Mediating Role of Customer Relationship Management(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Perera, G. M. V. D.; Jayawardene, S. M.This research investigates the impact of perceived quality assurance (PQA) on customer loyalty (CL) in the automotive after-sales service sector in Sri Lanka, focusing on the mediating role of customer relationship management (CRM). Sri Lanka’s unique market dynamics, marked by high vehicle ownership costs and reliance on after-sales services, create a critical need for customer retention strategies. This study addresses the discrepancies in the literature regarding the mediating role of CRM in strengthening the relationship between service quality dimensions touch, reliability, responsiveness, assurance, and empathy and customer loyalty. Previous scholars have highlighted how integrating quality assurance practices and CRM contributes to sustainable customer engagement and loyalty. In developing countries such as Sri Lanka, the quality of after-sales service is critical for automobile customer loyalty because vehicles are often repaired and used for a long time due to the high purchase cost. Hence, the engagement of automobile customers with aftersales services is very high in countries such as Sri Lanka. However, there is a dearth of knowledge regarding how CRM activities mediate the relationship between perceived service quality and customer loyalty of automobile aftersales industry. Therefore, this research aims to examine the relationship between perceived quality assurance and customer loyalty in automobile aftersales services with special reference to Sri Lanka. A quantitative research approach was adopted using a structured survey distributed to a sample of 400 vehicle customers in Sri Lanka. Data collection targeted key dimensions of service quality, CRM practices, and loyalty indicators. Statistical analysis, including descriptive statistics, correlation, and regression analysis, was performed using SPSS software. Hypotheses were developed based on a conceptual framework integrating PQA, CRM, and CL and were tested to determine the strength and direction of relationships among the variables. The results confirm that all dimensions of perceived service quality significantly affect customer loyalty, with assurance and reliability showing the highest impact. CRM emerged as an important mediator, enhancing the impact of reliable quality assurance on loyalty. The findings are consistent with the existing literature, highlighting the importance of service quality dimensions in driving loyalty while expanding knowledge by emphasizing the mediating role of CRM. This study reaffirms the need to integrate robust CRM systems to bridge quality gaps and develop deeper customer relationships. Demographic results indicated that most of the participants were male, had been associated with service providers for more than seven years and lived in the western Province. Cronbach’s Alpha and KMO values were applied to assess the internal reliability and validity of items: all Cronbach’s Alpha values, and all KMO values were above the accepted criteria. Pearson coefficient yielded positive correlation between responsiveness, empathy, and customer loyalty where responsiveness and empathy were most correlated with each other with correlation coefficients higher than 0.7. Estimated results of the regression analysis showed that perceived quality assurance had a very significant positive influence on the dependent variable, customer loyalty and mediating role of CRM. As the table of model summary statistics presented, the R squared values were 0.629 meaning high explanatory power. The overall model indicated the values of B = 0.994 and the significance value of 0.000 for confirming all hypothesis. The study’s reliance on cross-sectional data limits its ability to observe long-term dynamics of customer loyalty. Given the self-reported nature of the data, social desirability bias may affect survey responses. In addition, the single market – Sri Lanka – limits the generalizability of the findings to other geographic contexts or industries. Future studies could address these limitations through longitudinal designs and multi-market comparisons. Theoretically, this research contributes to the limited knowledge on the mediating role of CRM in the PQA-CL relationship in developing economies. In practice, it provides actionable insights for automotive service providers in Sri Lanka, emphasizing the integration of quality assurance and CRM to improve customer satisfaction and loyalty. Recommendations include standardizing service quality delivery, investing in CRM training, and leveraging data analytics to personalize customer interactions. These steps can guide practitioners in designing effective after-sales strategies. Future research could explore digital CRM tools and evolving customer expectations in the automotive sector.