Sri Lanka Journal of Marketing

Permanent URI for this communityhttp://repository.kln.ac.lk/handle/123456789/16259

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Author: search.filters.author.Udovita, P. V. M. V. D.

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    Impact of Celebrity Brand Endorsement on Consumer Buying Behaviour on Modern Trade in Sri Lanka
    (Department of Marketing Management, University of Kelaniya, Sri Lanka., 2019) Udovita, P. V. M. V. D.
    This paper has been developed as a conceptual paper by rationalizing the existing literature sources to build arguments on two main concepts namely Celebrity Endorsement and consumer brand behaviour on Sri Lankan modern trade industry. This study is specially focused on Sri Lankan modern trade sector which has remarked a significant position in the local economy. It shows a higher degree of contribution in the practical scenario of celebrity endorsements in the Sri Lankan modern trade industry, but empirical knowledge is lack to investigate how celebrity endorsements works in modern trade industry branding perspectives. The study based on empirical studies basing the Tears model by Shimp (2003) indicated that trustworthiness, expertise, attractiveness, respect of the celebrity are key factors that impact on celebrity endorsement. Finally, it concludes the paper with some research directions and priorities for the future studies.
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    Public Relation; Young Men’s Public Organization A Theoretical Explanation on How Young Men Establish Mutual Understanding Within Them and Create Reputation Among Other Publics Towards Their Sexual Relations Through Social Media
    (Department of Marketing Management, University of Kelaniya, Sri Lanka, 2017) Jinadasa, M.; Perera, R. P.; Udovita, P. V. M. V. D.
    This paper identifies three key public relations concepts in order to explore how young men create sexual relations and emotional literacies through digital media. The first concept to be examined is mutual understanding. This involves exploring the dynamics of interpersonal relationships in order to understand how young people express their identities and to establish their on- line communities. The second concept to be explored is reputation. In public relation theory, ‘reputation’ refers to how people perceive the quality of the organization. In this section, reputation is used as a means of understanding how young people build up their image in order to create connections with similar people, other young people and wider society. Finally, the third concept to be discussed is activism. Activism in public relations refers to organizations providing opportunities to public’s voices without which they cannot create relationships with their stakeholders.