Student Research Conference on Marketing(SRCM)
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Item Impact of Brand Personality on Brand Affect Towards Cosmetic Brands: with Special Reference to Youth Segment in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Aluth Gamage, A. G. D. R.; Dissanayake, D. M. R.The concept of brand personality is the set of human characteristics related to a brand whilst the concept of brand affect refers to consumers’ overall favorable or unfavorable evaluation of a brand. Studies prove the link between these two concepts while managerial implications are found in different product scopes. However, the impact of brand personality on brand affect has been a claimed empirical gap in the literature. Meanwhile, the cosmetic industry is referred in few studies mentioning further investigations are required to address the industry- related issues within the scope of branding and consumer behavior. Therefore, this research study has been based on the empirical and managerial gaps investigating how brand personality influences brand affect with special reference to the cosmetic industry of Sri Lanka with a special focus on the youth segment. This study has been carried out as a deductive study, and a quantitative method has been used. The convenience sampling method was employed, and the sample was 160 respondents covering the Western province. Researchers used the online option to contact the respondents due to the prevailing Covid-19 pandemic situation. The data analysis was assisted by Statistical Package for Social Science (SPSS) version 23. The findings revealed that there is a positive relationship between brand personality and brand affect. It has presented the descriptive analysis mentioning how the sub-dimensions of brand personality are linked with brand affect. This research Study presented the managerial implications by highlighting the importance of brand promotions and activation strategies to develop the perceived brand personality to result in brand affect.Item The Impact of Brand Personality on Brand Affect Towards Cosmetic Brands: Special Reference to The Youth Segment in Colombo District(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Soysa, L. U.; Jayawardena, S. M.A customer’s preference for a particular cosmetic brand is often influenced by a complex set of psychological influences that transcend functional utility. This study investigates the interplay between brand personality and brand affect in the Sri Lankan cosmetic industry, focusing on the youth demographic. Aaker's brand personality theory guides the exploration of how human-like traits, including sincerity, excitement, competence, sophistication, and ruggedness, influence consumers' overall assessments. Employing a deductive methodology with quantitative techniques, the study gathers data from 365 respondents in the Colombo District. The findings revealed a positive correlation between all the tested brand personality dimensions and the brand effect. The analysis emphasises specific sub-dimensions' intricate connections and their impact on overall brand impact. Among these dimensions, sophistication and ruggedness proved to have the strongest impact on brand perception. Beyond theoretical exploration, the research provides practical insights for cosmetic industry brand managers, highlighting the role of promotions and activation strategies in shaping consumers' perceptions and impacting brand affect. With a focus on the youth segment, the study offers actionable guidance for practitioners aligning branding strategies with unique youth preferences.