Student Research Conference on Marketing(SRCM)

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Subject: search.filters.subject.Brand awarenessSubject: search.filters.subject.Perceived Quality

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    The Impact of Brand Equity Dimensions on purchase intention with special reference to Laugfs Lubricants.
    (Department of Marketing Management, University of Kelaniya, 2017) Muditha, W.D.Y.; Medis, A.
    This study was carried out to investigate the impact of Brand Equity on Purchase Intention of LAUGFS Lubricant. Brand Equity is one of important concepts in Brand Management as well as in academic research. Developing and managing Brand Equity for a brand is considered as a critical issue for most firms. This research focuses to identify the impact of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on Purchase Intention. The researcher used the customer based brand equity model adopted by Yew Leh & Lee (2011) as the basis of the research. The target population consists with currently LAUGFS Lubricants users in the Colombo area. Convenience sampling technique was used to extract 100 respondents as the sample. Survey method was used as the research strategy and a self-administered, standard structured questionnaire was distributed among respondents to collect data for the study.Findings of this study provide implications for brand develop manager of the LAUGFS lubricant to overcome the research problem.
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    Impact of Brand Equity Dimensions on Selection of Retail Fashion Chain among Youth (A Study Based on Colombo District).
    (Department of Marketing Management, University of Kelaniya, 2016) Perera, T.C.J.; Patabendige, S.S.J.
    In recent years, retailers have been facing a challenging marketing environment and they have recognized the power of brand building. Hence building brand equity becomes an important source of differentiation as well. Before purchasing a particular product, first of all the customer has to select a store from where it can be purchased. Hence the study has been conducted by identifying the uninvestigated researchable area “selection of retail clothing store with the term of Brand Equity with special reference to Retail fashion chains in Colombo district among youth. The key purpose of the study is to investigate how brand equity effects on selection of retail fashion chain among youth. This research design is quantitative and primary data was gathered by questionnaires among 100 respondents. Magazines and trade press, internet sources, pre conducted research reports relevant to brand equity and fashion industry have been used as secondary data sources. Descriptive Statistics have been used for data analysis. As per the research outcome, brand equity variables such as brand awareness, brand loyalty, perceived quality and brand association have a clear positive relationship with the store selection. Hence retailers are able to develop strategies based on the importance of each variable to build strong brand equity towards retail fashion chains brands in Sri Lanka.
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    Study on Customer Based Brand Equity of Munchee Lemon Puff Brand with Special Reference to Wattala Area.
    (Department of Marketing Management, University of Kelaniya, 2016) Attanayake, N.I.; Perera, G.N.R.
    Understanding the concept of Customer Based Brand Equity (CBBE) is critically important in order to stand out the brand from the competitive brands. When number of brands and flavors operating in the market it leads to create immense competition in the market place. This research paper focuses to identify the impact of brand awareness, brand association, perceived quality and brand loyalty on customer based brand equity of Munchee lemon puff brand by adopting the Aaker’s brand equity model. The study follows the deductive approach since it tries to analyze the hypothesis. Quantitative research analysis method is used as the research technique. All male and female youth and adults who lives in Wattala area were selected as the population. Convenience sampling technique has been used to extract 100 respondents as the sample since the limitation of time and resources. Survey method was used as the research strategy and a self-administered, structured questionnaire was distributed among the respondents to collect data for the study. Multiple regression analysis is used to test hypothesis to identify the factors which have the greatest impact on customer based brand equity. Results of the analysis showed that brand awareness, brand association and brand loyalty have significant and positive impact on customer based brand equity while perceived quality does not significantly and positively effect on customer based brand equity. Outcome of this study provides insights for both managerial and academic field.