Commerce and Management
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Item The Impact of Perceived Effectiveness of Celebrity Endorsement on Perceived Brand Personality(Journal of Accounting & Marketing, 2017) Dissanayake, D.M.R.; Weerasiri, R.A.S.The application of celebrity endorsement has been an intensive practice due to head-on brand competitions. It forces companies to depend on celebrities as one of the responsive strategies. However, it is crucial to examine the absolute effectiveness of celebrity endorsement towards the endorsed-brands as to rationalize marketing expenses incurred. This is a critical matter for the industries or sectors where celebrity endorsement takes place quite competitively. Alongside the said preview, this study focused to evaluate the perceived effectiveness of celebrity endorsement on perceived brand personality. Accordingly, it has examined the relationship between celebrity endorsements related dimensions with perceived brand personality to explain how it does make results-driven celebrity endorsement. Findings revealed that there is a positive relationship between perceived effectiveness of celebrity endorsement and perceived brand personality. Accordingly, it was noticed that the attractiveness and trustworthiness of celebrity endorsement prominently influence perceived brand personality as reporting significant levels of coefficient values and probability in both cases. Further, expertness of the celebrity is also playing a major role. In line with the findings, this paper contributes for the managerial practices referring how to use effective celebrity endorsement strategies to make effective brand building strategies. This could be used as a decisional guide to companies in managing celebrities to enhance brand performance without tarnishing the respective brand image and brand personality. Finally, it has presented the future research directions as a contribution to knowledge by reviewing the research gaps found in Sri Lankan context.Item Perceived effectiveness of celebrity endorsement on Perceived Brand Evaluation in the Scope of Services Sector: A Review Paper(International Journal of Business and Management Review, 2017) Koththagoda, K.C.; Dissanayake, D.M.R.Celebrity endorsement practices are referred in many studies in relations to behavioral and cognitive perspectives across the markets and product scopes. The notion of effectiveness of celebrity endorsement is noted as one of the niches in many empirical studies. Meanwhile, multiplicity has been postulated as another investigation area that claims further investigations to determine its influence on the effectiveness of celebrity endorsement. Besides, industry significance and empirical gaps found in recent studies note services sector as a significant case to examine the overall effectiveness of celebrity endorsement on endorsed brand evaluation. Meanwhile, consumer-celebrity emotional bond resulted via celebrity worship motives has also being emphasized as a mechanism that patterns the influence of celebrity endorsement on perceived brand evaluation. Accordingly, this paper focuses to postulate how the effectiveness of celebrity endorsement influences perceived brand evaluation in services sector brands by specifying Sri Lanka as a specific context. Paper referred the source-based factors and multiplicity, which is a context of management –based factors, to determine the overall effectiveness of celebrity endorsement whilst Brand Trust and Brand Love and Brand Attitudes were highlighted as different facets of perceived brand evaluation. It has pointed out the industry significance of the celebrity endorsement practices in Sri Lanka within the services scope by concluding managerial implications. Finally, paper postulates future research directions with reference to the relationship between effectiveness of celebrity endorsement and perceived brand evaluation.Item Influence of Celebrity Worship Motives on Perceived Brand Evaluation of Endorsed-Brand,(Proceeding of the International Conference on Advanced Marketing, 2017) Dissanayake, D.M.R.; Ismail, N.; Pahlevan Sharif, S.The concept of Effectiveness of Celebrity Endorsement has been explained in different models and theories as a notion related to the characteristics of the celebrity and the management –related perspectives of its use. The impact generated through the effectiveness of celebrity endorsement on endorsed brand is referred as brand evaluation. In addition, Absorption–Addiction Model (McCutcheon, Lynn, Lange, & Houran, 2002) explains how psychological bond between respondents and the respective celebrity is determined via “Celebrity Worship Motives” influences brand evaluation. Accordingly, this paper reviews how celebrity worship motives operate as a mechanism to moderate the relationship between perceived effectiveness of celebrity endorsement and perceived brand evaluation contexts. An extended literature review was followed as the main research instrument by highlighting empirical research gaps postulated by recently held studies. Accordingly, this study aims to propose research propositions to services sector brands in line with the empirical research gaps postulated by recently held studies. Finally, researchers suggest research hypotheses based on the literature reviews and discussions connected to the notion of celebrity worship motives. Paper concluded claiming empirical gaps found in services sector to examine how celebrity worship motives moderates the effectiveness of celebrity endorsement on perceived brand evaluation.Item Consumer Perception and Behavioral Patterns onNutritional Food Consumption of Urban and Suburban Segments of Sri Lanka: A Decisional Analysis to Case –Related Implications(International Journal of Scientific & Engineering Research, 2017) Liyanage, P.W.; Dissanayake, D.M.R.There are structural dynamics taking place within the population structure of Sri Lanka with noted trends in demographic dynamics. Further, healthy life style has been largely referred in many national level policies and empirical studies as a key determinant for holistic development of the nation. The behavioral trends towards the nutritional food consumption is one of the critical contexts which is being investigated in the national level priorities. This paper also attempts to investigate the empirical insights of the urban and suburban consumers towards the wholesome food consumption practices addressing to empirical knowledge gaps found within. Accordingly, survey method was employed with a structured questionnaire as the research tool to figure out perceptions and behavioral responses of 280 respondents towards the wholesome food consumption practices. Study follows a random sampling method and descriptive statistical tools were used to analyze the primary data. Findings were discussed by highlighting the needful insights for policy development and managerial implications for the industry players. It has presented the behavioral insights of the protein consumption trends of Sri Lanka addressing to both policy level and industry-related priorities. Finally, paper concludes the future research directions referring to the propositions of consumer behavioral responses pertaining to nutrition industry of Sri Lanka.Item Brand Differentiation in Industrial Sector Context: Empirical Review and Case Evidences in Sri Lanka(International Journal of Scientific & Engineering Research, 2017) Munasinghe, A.; Dissanayake, D.M.R.This paper reviews theories, models and empirical insights on brand differentiations alongside briefing to industry practices in Sri Lanka. Prior researches have provided a ground reviewing brand differentiation strategies, but this paper attempts to highlight the practice notions in Sri Lankan market in line with the empirical evidences. Literature review was the main strategy followed in building empirical explanations whilst industry-related cases were brought to the paper. Authors conducted some interview with industrial sector corporate managers and professionals to reveal the industry-related practices executed on brand differentiation in Sri Lanka. Besides the empirical evidences, it referred some research reports carried out by companies to provide industry-related research insights to rationalize some arguments. Managers in industrial and consumer durable sector organizations could associate the insights of this paper in patterning respective competitive strategies and brand building strategies to earn effective brand-related behaviors. Authors suggest future research propositions referring industry-related cases in the scope of brand differentiation.Item Relationship between Perceived Brand Equity and Purchase Intention of Life Insurance Brands in Sri Lanka: A Concept Paper(2016) Gunawardane, N.; Munasinghe, A.; Dissanayake, D.M.R.Sri Lanka is referred as a service driven economy as it denotes in the structural dynamics noticed in the economy. Accorodgly, insurance business has also been evolving with different structural and market dynamics that influence wider impact to the economy. Moreover, a subset of insurance market, life insurance business in Sri Lanka, exhibits more competitive moves as per the marketing and consumer behavioral perspectives. Industry practices of the life insurance sector highlight many brand building initiatives aiming at stimulating favorable responses of consumers to sign competitive edges. Meanwhile, the notion of brand equity and purchase intention have been referred in many empirical studies to examine the relationship between brand related marketing stimulus and behavioral responses of consumers towards them. Alongside, this study intends to review those concepts and suggest research propositions with reference to the context of life insurance business of Sri Lanka. We followed a deductive approach, and comprehensive literature review on empirical studies was carried out as the main research tool to build arguments supporting to suggested propositions. Paper concluded by denoting directions for the future studies in line with the notions of brand equity and brand related behaviors addressing to empirical research gaps in Sri Lanka.Item Service Failures and Customer Switching Behavior of Mobile Communication Services(2010) Dissanayake, D.M.R.Service quality strategies executed among mobile communication service providers of Sri Lanka have been aggressive due to intensive competition exists. Customers do have multiple options to bargain on mobile service providers, and customers switching behavior has been frequent evidence in this industry. This study focused on analyzing the impact of service failures on customer switching behavior. Three types of service failures namely Core Service Failure (CSF), Service Encounter Failures (SEF) and Response to Service Failure (RSF) had been observed on their impact on switching behavior. The sample consisted with 150 respondents selected out of pre paid customers, and the data were collected by using structured questionnaire. Two hypotheses were tested by using descriptive and inferential statistics. It was reported that CSF had the highest impact than SEF and RSF on switching behavior followed by 3. 031 of mean value and 0.674 of standard deviation. CSF has found less correlation with SEF and RSF.Item Effect of promoting country of origin as an ethnocentric appeal in developing local brands: special Reference to telecommunication industry of Sri Lanka(2010) Weerasiri, S.; Dissanayake, D.M.R.Sri Lanka is emerging as service sector driven economy with the GDP penetration of 50%-60% from service sector. After imposing the open economy policy in 1977, local brands had to gear ahead with intensive competition came from international brands. Telecommunication industry of Sri Lanka has been dominated by international brands, but local brands are strategically promoting the concept of country of origin (CO) or being local as a motive for citizens to deliberately purchase locally originated brands. In this context researchers viewed this branding practice, and selected 200 respondents from four geographical areas under the stratified probability sampling method to investigate the effect of country of origin in terms of brand performance. Both descriptive and inferential statistical analysis executed by PCA (principal component analysis) factor analysis accompanied with testing two hypotheses revealed that Country of Origin (CO) or promoting as being local had impacted less significantly on brand awareness and recalled power development of telecommunication brands against the competitive foreign brands. However, it has a significant impact on brand recalling power.Item Attitudes, Awareness and Environmental Management Practices of Small and Medium Sized Enterprises (SMEs) in Sri Lanka(2011) Zhengang, Z.; Weerasiri, R.A.S.; Dissanayake, D.M.R.The main objective of this paper was to investigate whether there is an association between SMEs? attitudes, awareness on environmental issues and their environmental management practices. A questionnaire based survey was chosen to obtain the information on attitudes, awareness and environmental management practices of SMEs. The questionnaire was developed to find out SMEs? current environmental management practices as well as their attitudes and awareness on environmental issues. The associations between attitudes, awareness and environmental practices for waste, energy, and the environment were investigated by calculating correlation coefficient. These analyses revealed that there is no significant association between attitudes and awareness or attitudes and environmental management practices. Attitudes appear to be remaining positive even where awareness is limited. Managers/owners who expressed rather more positive attitudes appear no more likely introduce environmental management practices for their organizations than managers/owners with less or negative attitude.