Sri Lanka Journal of Marketing

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

Browse

Start date: 2015End date: 2018

Search Results

Now showing 1 - 10 of 21
  • No Thumbnail Available
    Item
    Impact of Brand Trust on Brand Evangelism Behaviour: A Study on Cable Brands in Sri Lanka
    (Department of Marketing Management, University of Kelaniya, Sri Lanka., 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.
  • No Thumbnail Available
    Item
    Factors Affecting Brand Loyalty of Professional Customers in Online Banking
    (Department of Marketing Management, University of Kelaniya, Sri Lanka., 2018) Wijesundara, B.; Thilakarathne, B. L. S.
    This paper concentrate on how far commercial banks in Sri Lanka have been adapted to online banking facilities and its impact on brand loyalty among professional customers. The main research objective of the study is to identify the level of influence made by online banking facilities on brand loyalty of the professional customers in commercial banking sector. The findings revealed that perceived value and trustworthiness influence the brand loyalty among professional customers than the customer satisfaction on brand loyalty. This is in line with an empirical study supporting the notion that trust and other security beliefs influence consumers’ intent to purchase goods over the internet and that perception of internet security influence potential purchasing behavior. Bank management can transform their branches with technology to serve their customers better. This could strengthen the bond with customers and make them more committed to continuing to use the online banking services.
  • No Thumbnail Available
    Item
    Conceptual Review: Research Epistemologies for Business Research
    (Department of Marketing Management, University of Kelaniya, Sri Lanka., 2018) Jinadasa, M.; Priyankara, R.
    This paper attempts to elaborate some aspects and specificities of different epistemologies in order to facilitate the researcher in determining which epistemology can be effectively applied for their research projects. First, this paper involves with discussing what epistemology contrary to the ontology is. Second this paper describes positivism, post- positivism, realism, critical realism and empirical realism, and interpretivism as some of the key epistemologies that are used in the research projects.
  • No Thumbnail Available
    Item
    Effect of The Leader – Member Relationship on the Organizational Commitment towards Sales Force Turnover Intention of Fast Moving Consumer Goods (FMCG) Sector of Sri Lanka: A Conceptual Review
    (Department of Marketing Management, University of Kelaniya, Sri Lanka., 2018) Wimalana, N.; Dhammika, K.A.S.; Fernando, W.R.P.K.
    Leader –Member relationship (LMX) has been identified by many scholars as an antecedent towards the Organizational Commitment (OC) of the employees. Many academics have concluded that OC is the strongest predictor towards employee turnover. This theory has been tested in the Western world but unfortunately very little literature is found in the Asian Context. When you look at more specifically in the Sri Lankan context with a focus on the sales force in the FMCG industry, the theoretical support on the relationships amongst these variables is almost zero. Few research conducted in this arena has identified that the sales force turnover is a critical issue faced by the FMCG industry during the post- war era in Sri Lanka. Therefore, this study intended to enlighten the knowledge on the antecedents towards the sales force turnover in the FMCG industry in Sri Lanka with a clear focus on the organizational commitment of the members in the sales force influenced by the leader member relationship. The discussion of empirical thoughts supports the managers in the industry to consider sale force motivation strategies holistically rather limiting to financial perspectives. Paper concluded the future research directions addressing to the key empirical contents discussed.
  • No Thumbnail Available
    Item
    Review on Disruptive Technologies in Agriculture based Small and Medium Enterprises in Sri Lanka
    (Department of Marketing Management, University of Kelaniya, Sri Lanka., 2018) Dharmasena, C. D.
    In both developed and developing countries across the world, SMEs form an important fragment of the local economic system. In Sri Lanka, for instance SME contribute about 75% percent of businesses and contribute 52% percent of GDP. With the technological development, developed and developing societies are stepping by themselves into an era of a knowledge-based economies, indicating knowledge as the most important capital for all nations to propel socio-economic development. Having understood this fact, successive governments in Sri Lanka have taken various steps, from time to time, to promote this vital sector since independence. But, when analyzing the present contribution of this sector in the national economy, it is clear that the sector has not achieved desired level of contribution when compared with other developed and developing countries in the region. This is because of the lesser opportunities in adapting disruptive innovations by SMEs including agri based SMEs with the knowledge demanding society. So, there seems to be a vast opportunity for Sri Lanka to harness the opportunity by developing this vital sector through inventing on disruptive technologies. So, the objective of this paper is to provide a brief overview of the disruptive technology in agri based SME sector in Sri Lanka, and to make suggestions for enhancing the technological enhancement of agri based SMEs for a sustainable agriculture development in Sri Lanka.
  • No Thumbnail Available
    Item
    Impact of Corporate Social Responsibility on Corporate Brand Image: with Special Reference to Television Channels in Sri Lanka
    (Department of Marketing Management, University of Kelaniya, Sri Lanka., 2018) Medis, A.
    The television media industry is a matured industry, while showing a decline in some parts of the world with the replacement of technology. Television (TV) plays an essential role in the day to day lifestyle of people in the society and thus has not been fully replaceable. Due to the power of communication TV channels hold along with their consistent partnering in activities, TV channels takes a unique role in the corporate social responsibility (CSR) frontier. Further, corporate social responsible partnership with society counts on building corporate brand image. In the Sri Lankan context, there is a huge competition among twenty three TV channels in the market. This has resulted in numerous marketing activities, with the center of aiming for a 13 million viewership. The trend of engaging in social activities was thus quickly picked by leading TV channels. In recent past natural disasters that the country faced, TV channels highlighted the service and contribution they were engaged. The study developed research questions to understand this phenomenon of how Corporate Social Responsibility influences the Corporate Brand Image of TV channels in Sri Lanka. The main objective of this research is to investigate the influence of Corporate Social Responsibility on Corporate Brand Image. The research will be an exploratory study and the researcher chose multi stage random sampling. The population comprises of CSR benefitted TV viewers. It was identified that TV channels conducted their CSR practices in natural disaster affected areas in the recent period. For analysis, six districts were selected based on available disaster management statistics. Of them, one district was randomly selected to conduct the survey. Data was collected through the means of self- administrative questionnaires distributed among all district secretariats. Findings of the study resulted in identifying that philanthropic responsibility, ethical responsibility, and legal responsibility have significant impact on corporate brand image of TV channels while economic responsibility did not have a significant relationship.
  • No Thumbnail Available
    Item
    Comparison between Attributes related to Celebrity Endorsement and Social Media Influencer Marketing: A Conceptual Review
    (Department of Marketing Management, University of Kelaniya, Sri Lanka., 2018) Guruge, M. C. B.
    Influencer marketing is one of the emerging tools in the field of marketing and it is an area that has gained the attention of the researchers. The concept of social influencers has evolved with the rapid popularity of using peer reviews, comments and tweets on products and services when making the purchasing decisions. Subsequently the marketers have identified the vitality of user-generated content and leveraging the power of social influencers in order to promote their brands. However, there is always a grey area about the return on investment of this tool from the client’s perspective. In contrary, the customer also have a doubt on whether the information provided by influencers are credible and unbiased. Most of the previous studies were conducted to investigate the impact of social influencers on purchasing intention, attitudes and public perception on social influencers and different attributes related to social influencers. Thus, limited number of researches have provided constructive models to analyze the attributes related to influencer marketing which affects the purchasing intention. In line with this concept, this paper reveals whether the models that are associated with celebrity endorsement such as source credibility model and attractiveness model can be adapted in order to identify the attributes related to social influencers. Furthermore, some of the new attributes were incorporated to the existing models as well. A deductive method was employed and extensive literature review was carried out as the main research tool in order to highlight the contextual explanations about the concept and finally, the paper presents future research directions in the field of social influencers.
  • No Thumbnail Available
    Item
    A Review paper on the Impact of Social Influence on Event Attendees of Entertainment Events: with special reference to Face Book
    (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-Lanka.
  • No Thumbnail Available
    Item
    Factors Affecting on Customer Retention in Mobile Telecommunication Industry in Sri Lanka
    (Department of Marketing Management, University of Kelaniya, Sri Lanka, 2017) Dassanayake, D. K. N. P.; Herath, H. M. R. P.
    It is obvious that customers are important stakeholders in organizations and their retention is a priority to the business. From the years, mobile telecommunications industry is evolving drastically by creating utmost competition resulting an increased level of customer penetration throughout years. Maintaining existing customers are less costly than acquiring new customers, thus this study is focused to identify factors affecting on customer retention and measure the impact of each identified factor on customer retention. Based on the literature, network quality, customer experience and perceived price are important factors that decides the level customer retention. Primary data were collected through survey method and sample techniques applied was convenience sampling and sample size is 384. The developed hypotheses were tested using Multiple Regression analysis in SPSS. All the hypotheses were accepted proving that network quality, customer experience and perceived price have a significant impact on the level of customer retention.
  • No Thumbnail Available
    Item
    Socialization of Consumers: A Phenomenological Review
    (Department of Marketing Management, University of Kelaniya, Sri Lanka., 2017) Ubayachandra, E. G.; Eldeniya, N. C.
    In the field of marketing, the object, socialization of consumers subjected to the discussion made in this concept paper bears a timely significance due to the fact that now the time has come to make a commentary on the contradicting behavior of today’s certain dynamic, complex and in certain cases irrational and impulsive individuals dealing in the arena of market. Having made a rigorous search of respective literature, the authors intended to select some more important conceptual implications given in respect of considering phenomenon. Therefore, this attempt may look like crossing certain respective scholars’ threshold. Though some say existing studies relevant to socialization of consumers have focused on traditional antecedents and parties of the socialization, since those interpretations have somewhat valid nature in making a rigorous review of consumer decision making role, the review made here was extended to each indication of accepted studies. In introducing holistic and comprehensiveperspectives relevant to considering phenomenon, one can base the implications given by prevailing body of knowledge as a corner stone. Based on this view, this paper was outlined to allege meaning of the socialization of consumers, fundamentals of socialization theory, different definitions relevant to socialization of consumers, deviant and compulsive consumer behavior, antecedents of socialization of consumers and different parties of consumer socialization etc. It was found here that social media, mass media, families and peer groups have become key platforms in getting consumers socialized. Furthermore, it was identified that demographics, personality traits and structural variables also play a vital role in socializing consumers. Of them a dominant influence is made by personality traits here.