Sri Lanka Journal of Marketing

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Author: search.filters.author.Pushpakumara, B. M. A.Start date: 2020

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    Measuring Customer Intrinsic Value, Brand Trust and Consumer-Brand Relationship in the Life Insurance Industry: Scale Development and Validation
    (Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Pushpakumara, B. M. A.; Shamil, M. M.; Yatigammana, M. R. K. N.
    This is the first study to comprehensively explore, develop and validate a scale for customer intrinsic value, brand trust and consumer-brand relationship behavior for the life insurance industry in Sri Lanka. This task was realized through an extensive literature review and discussions with academic experts and practitioners in the insurance field. A factor analysis was performed using the principal component analysis with Varimax rotation. The refined scales exhibit reliability, convergent validity, discriminant validity and will be useful for future researchers and managers.
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    Customer Self Oriented and Other Oriented Intrinsic Values, Brand Trust and Consumer-Brand Relationship: A Conceptual Review with Reference to Life Insurance Sector Research Proposition
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2020) Pushpakumara, B. M. A.
    The purpose of this paper is to explore the intrinsic value and brand trust on Consumer-Brand Relationship. Particular attention is focused on concerning literature and using the result of literature review providing research proposition leading to theoretical and managerial implication. Building and continuously maintaining close brand relationship with customers has become regular necessary for current business. The consumer brand relationship is still very rarely applied in the life insurance context. The author highlighted Proposition of intrinsic self-oriented value (Hedonic Value), Proposition of intrinsic other oriented value (Altruistic value) and Proposition of Brand Trust on consumer brand relationship. New research proposition presented in this paper enhance the literature on recent development in consumer brand relationship. This study was made to build argument supporting to suggested proposition. Findings of this study can be used by brand marketer to identify their strength and weakness. Finally, researcher does propose to expand the future studies on different context.