Sri Lanka Journal of Marketing

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    The Impact of Negative Brand Experience on Brand Avoidance with the Mediating Effect of Negative Emotions: Evidence from the Sri Lankan Mobile Telecommunication Sector
    (Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Amarasinghe, D. P.; Jayasinghe, J. A. S. C.
    A knowledge gap existed in the light of available literature due to a lack of comprehensive understanding and conflicting viewpoints regarding negative brand experience and brand avoidance. This research aims to investigate the impact of negative brand experience on brand avoidance in the Sri Lankan mobile telecommunication industry. Further, it investigates the impact of negative brand experience on negative emotions, negative emotions on brand avoidance and examines the mediating effect of negative emotions in the relationship. This research is a positivistic study done using a questionnaire in selected urban areas based on a convenience sample of 120. A SEM model was used to analyze the data based on SPSS and Amos 23. The research bridges the theoretical gap that existed due to unawareness of simultaneous effects of negative brand experience and negative emotions on brand avoidance in the Sri Lankan context. Findings indicate that negative brand experience positively affects brand avoidance, while negative emotions also positively affect brand avoidance. Further, it realizes that negative brand experience has no significant effect on negative emotions. Finally, the research found that negative emotions have no mediating effect on the relationship between negative brand experience and brand avoidance.
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    Factors Determine the Customer-Celebrity Relationship towards Perceived Celebrity Endorsements: Propositions to Hypothesize Future Studies in Sri Lankan Services Sector
    (Department of Marketing Management, Faculty of Commerce & Management Studies,University of Kelaniya, 2015) Dissanayake, D.M.R.
    This paper has been developed as a conceptual paper by rationalizing the existing literature sources to build arguments on two main concepts namely Perceived Celebrity Endorsement and Customer-Celebrity Relationship. The niche of the study was to develop an argument to hypothesize variable relationships found in those two concepts referring to Sri Lankan services sector. It shows a higher degree of contribution in the practice of Celebrity Endorsements (CE) in the services branding context, but empirical knowledge is lack to investigate how CE works in services sector branding perspectives. Accordingly, research problem has been justified in par with knowledge and practice gap how it has been referred in different studies. Researcher has built the argument based on four research propositions as suggesting to hypothesize the conceptual framework for the future studies to investigate how Consumer-Celebrity Relationship (CCR) is determined by Celebrity Worship Motives that would impact to Perceived Celebrity Endorsement (PCE) subsequently. Further, it has suggested another proposition to test how far “Fantasy” could moderate the said relationship between CCR and PCE. It has concluded a navigation for the research methods to be used in par with suggested propositions given in the paper.