Student Research Conference on Marketing(SRCM)

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Subject: search.filters.subject.Brand awarenessAuthor: search.filters.author.Perera, G.N.R.

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    The Impact of Social Media use on building Brand Awareness with special reference to Sri Lankan Tourist Hotel Sector.
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Ranwala, R.M.N.H.; Perera, G.N.R.
    The tools and strategies for communicating with consumers have changed significantly since the emergence of Internet and with the world-wide penetration of social media. The internet and social media provides a platform for business community to deal with their customers. The purpose of this research study is to identify and critically evaluate the positive relationship between social media usage and the brand awareness with special reference to Sri Lankan Tourist Hotel sector. The researcher has undertaken the study concerning the different functionalities enabled by social media day by day. Both primary and secondary data was collected. The sampling method is convenience sampling and used structured online questionnaire. Collected data was critically analyzed and interpreted using SPSS analysis system. It is identified that the functionalities enabled for customers by social media can be used by organizations to build customer brand awareness towards brands, as the online appearance is much needed in modern marketing environment.
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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.