Commerce and Management

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Author: search.filters.author.Dissanayake, D.M.R.Subject: search.filters.subject.Brand Equity

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    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.
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    Potential of Tea Tourism in Sri Lanka: A Review of Managerial Implications and Research Directions
    (Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Koththagoda, K.C.; Dissanayake, D.M.R.
    Tea tourism is increasingly recognized as an important scope as per the trade value and integrated contribution marked for the sustainable development in tourism industry. At present, most of the tea growing countries are practicing tea tourism as a diversified concept alongside its main stream of revenue generations as bulk tea and value added tea. Since Sri Lanka has a prominent Ceylon tea brand image embedded with quality value proposition to worldwide consumer segments, tea could also be turned as multiple channel of revenue generation to tourism sector. Thus, the main aim of this concept paper is to study the possible managerial applications in tea tourism in the Sri Lankan context and to postulate research insights for future studies to investigate the proposition of how Sri Lanka as a tea destination could influence consumer behavioral responses. Further, this paper has highlighted the future directions for the industry practitioners to penetrate tea tourism as a concept-based tourism option to skim the potential revenue models. According to the empirical findings the tea tourism concept could have ability to build and strengthen different theoretical basements such as Destination Branding, Designation of Origin and willing to pay aspects in order to attract potential customers towards the destination and enhance the revisiting choice of customer towards the destination with the influence of customer satisfaction and customer loyalty. Further findings have emphasized the necessity of destination profiling to be alongside customer profiling when branding a destination. Conclusively the study demonstrates how empirical research propositions could provide knowledge inputs to tea tourism related business models.
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    Building Brand Equity through Integrated Business Model: A Case of Cable Brand in Sri Lanka
    (IES Management College and Research Centre, Mumbai, India, 2015) Dissanayake, D.M.R.
    There are mainly six local companies in Sri Lanka operate on cable manufacturing and trading business namely ACL Cables, Kelani Cables, Sierra Cables, Ruhunu Cables, Kamal Cables and Orange Cables. As ACL Cables and Kelani Cables are in the export market, they manufacture their cables complying with the British and Australian Standards.This study is based on “Kelani Brand” which is currently exporting to Maldives, Bangladesh and India in the region. Branding a cable product is a critical challenge where it has to cater for both consumer market and industrial segments. Researcher specially focused on how the said Cable brand has effectively acclimated to branding strategies rather operating as a generic product. Special reference was made to study how the organizations strategized the functional and emotional brand appeals to develop brand equity for the end-user market. Study has been conceptualized brand building variables as independent factors and purchasing decision as the dependent factor. Researcher has analysed the result of the implementation of brad building model of Kelani Cables via descriptive and inferential statistical analysis. Conclusion of the study has provided hindsight as contribution to practice at the end of the report.