Commerce and Management
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Item The Impact of Performance Assessment System on Employee Commitment: A Study among Executive Officers of State-Owned Commercial Banks in Sri Lanka(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Kumari, D. A. T.; Medis, A.Performance management is a much broader and a complicated function of HR, as it encompasses activities such as joint goal setting, continuous progress review and frequent communication, feedback and coaching for improved performance, implementation of employee development programs and rewarding achievements. Performance management can be regarded as a systematic process by which the overall performance of an organization can be improved by improving the performance of individuals within a team framework. It is a means for promoting superior performance by communicating expectations, defining roles within a required competence framework, and establishing achievable benchmarks. As end results, the performance appraisal positively affects to the employee commitment and it will lead to achieving corporate objectives. However, there is a public opinion about a poor performance management system in public sector organizations. Accordingly, some researchers argue that performance management of public sector commercial banks is poorer than private sector commercial banks in the Sri Lankan context. Hence, this paper focuses on the assessment of the influence of the current performance management system adopted by major state-owned commercial banks on job commitment of their executive employees. The sample for this study was drawn from executive grade employees who are working at Peoples Bank and Bank of Ceylon and data were collected by using self-administrated questionnaire. Altogether 350 questionnaires were distributed by email and 208 completed questionnaires were taken in for final analysis. The PLS based SEM was employed to measure the impact of the exogenous variable on the endogenous variable based on the Smart PLS-3. The results revealed that among the set of determinants, career development, is the most significant determinant of employee commitments among executive officers of state-owned commercial banks in Sri Lanka. Further, it was revealed that, alignment with organizational goals, is the least significant determinant of employee commitments among executive officers of state-owned commercial banks in Sri Lanka.Item The Impact of Online Communities and E Word of mouth on Purchase Intention of Generation Y: The Mediating Role of Brand Trust(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Kamalasena, B. D. T. M.; Sirisena, A. B.Effective marketing and advertising campaigns contribute to customer development, profitability, and business success in the long term. The evolving economies, globalization, and innovative technologies, which have quickly transformed the economic community, make present markets more attractive. Marketing firms are pushed in a new direction by social media marketing, such as Facebook, Twitter, and YouTube. Social media have reached so deeply into millions of people globally and it also has drawn the interest of advertisers. Considering the timeliness and relevance of the phenomenon, this study aims to identify the impact of online communities and e word of mouth on the purchase intention of generation Y. The relevant data were collected through a self-administered questionnaire from 150 individuals aged 25 to 40 years who are residing in the Colombo district based on the convenience sampling method. This study found a positive significant effect of e word of mouth on brand trust and purchase intention and the relationship between e word of mouth and purchase intention is mediate by the brand trust. Further, online communities have a positive significant impact on brand trust and the relationship between online communities and purchase intention is mediated by brand trust. This research fills the gap in the existing literature and provides valuable insights to organizations that use social media marketing as a communication tool.Item Measuring Customer Intrinsic Value, Brand Trust and Consumer-Brand Relationship in the Life Insurance Industry: Scale Development and Validation(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Pushpakumara, B. M. A.; Shamil, M. M.; Yatigammana, M. R. K. N.This is the first study to comprehensively explore, develop and validate a scale for customer intrinsic value, brand trust and consumer-brand relationship behavior for the life insurance industry in Sri Lanka. This task was realized through an extensive literature review and discussions with academic experts and practitioners in the insurance field. A factor analysis was performed using the principal component analysis with Varimax rotation. The refined scales exhibit reliability, convergent validity, discriminant validity and will be useful for future researchers and managers.Item The Impact of Sensory Marketing on Consumer Buying Decision: Examining the Mediating Effect of Brand Trust with Special Reference to the Fast-Food Industry in Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Wickramanayaka, J. P. M. T.; Mirando, U. J.Sensory marketing, an innovative approach to consumer engagement, has gained considerable attention in global markets but remains underexplored in Sri Lanka's fast-food industry. This study elaborates on the impact of sensory marketing on consumer buying decisions, examining the mediating effect of brand trust. Addressing an available performance deviation in aligning sensory branding practices with the preferences of Sri Lankan consumers, the research offers empirical insights into how brand trust bridges the relationship between sensory marketing and consumer purchasing behavior. With the growing importance of sensory elements in shaping consumer experiences, this study contributes to the sparse literature on sensory branding in the Sri Lankan context, especially within the fast-food sector. The multidimensional role of sensory stimuli (visual, auditory, olfactory, gustatory, and tactile) influences brand perception and trust. Additionally, prior studies emphasize the mediating potential of brand trust in consumer decision-making. Adopting a quantitative cross-sectional research design, this study aligns with the positivist research philosophy and deductive approach. The fast-food industry in Sri Lanka's Western Province was chosen due to its high consumer density and diversity of fast food. A sample size of 384 participants was derived using a convenience sampling technique, ensuring demographic representation across key age, income, and education categories. Data collection was facilitated through a structured questionnaire comprising three primary sections: sensory marketing dimensions, brand trust indicators, and consumer buying decision factors. The reliability and validity of the instrument were ensured through pretesting and pilot studies. Collected data were analyzed using SPSS software. Reliability was confirmed through Cronbach's alpha values exceeding 0.7, while sampling adequacy and data suitability were validated using the Kaiser-Meyer-Olkin (KMO) test and Bartlett's test of sphericity. Skewness and kurtosis assessments demonstrated data normality, which signifies values between -2 and +2. Key analytical methods included correlation analysis to explore relationships among variables, regression analysis to test hypothesized impacts, Process V4.2 extension towards mediation effect, and structural equation modeling (SEM) to examine the mediating role of brand trust. Findings reveal that sensory marketing significantly influences consumer buying decisions, with strong positive associations observed across all sensory dimensions. Brand trust emerged as a pivotal mediator, strengthening the link between sensory marketing and consumer decision-making. Specifically, sensory stimuli not only enhance immediate purchase intentions but also contribute to long-term trust in fast-food brands. Visual and olfactory elements were identified as the most influential sensory factors, while auditory and tactile elements showed moderate impacts. Furthermore, brand trust positively correlated with consumer loyalty, emphasizing its critical role in shaping consumer buying decisions. From a managerial perspective, the study underscores the importance of integrating sensory branding strategies into marketing frameworks to build brand trust and drive consumer decisions. Practical recommendations include prioritizing culturally resonant sensory elements and leveraging consumer feedback to refine sensory branding practices. Empirically, this research fills a critical gap in sensory marketing literature, particularly in the context of emerging markets like Sri Lanka. However, limitations include the use of convenience sampling, which may restrict the generalizability of findings, and the cross-sectional design, which limits insights into temporal dynamics. Future research could adopt longitudinal designs to explore the evolving role of sensory marketing over time, examine additional mediating variables such as customer satisfaction, and extend the scope to other industries or geographic regions. Ultimately, this study advances both academic and practical understandings of sensory marketing, offering actionable strategies for fast-food businesses in Sri Lanka to enhance consumer engagement and foster brand loyalty through trust-driven sensory experiences.Item The Impact of Electronic Word of Mouth on Consumer Repurchase Intention for Whitening Skin Care Products Among Gen Z Facebook Users: The Moderating Role of Brand Trust(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) De Silva, R. M. K. A.; Karunanayake, R. K. T. D.This study examines the impact of electronic word-of-mouth (e-WOM) on the repurchase intention of skin-whitening products among Generation Z consumers in Sri Lanka, with a particular focus on the moderating role of brand trust in this relationship. While prior research establishes that brand trust influences purchasing decisions, conflicting studies suggest that negative e-WOM consistently reduces repurchase intentions. This study contributes to this debate by exploring whether brand trust mitigates the adverse effects of negative e-WOM, thereby sustaining repurchase behavior. The research also underscores the importance of brand trust in the Sri Lankan cosmetics industry, particularly given the perceived risks associated with skin-whitening products. Grounded in the Information Adoption Model (IAM) and the Theory of Planned Behavior (TPB), this study adopts a quantitative research design. Data were collected from 407 Generation Z consumers with experience in skin-whitening products. Convenience sampling was employed, targeting respondents through social media platforms, particularly Facebook groups frequented by the target demographic. An online structured questionnaire was distributed, and responses were analyzed using IBM SPSS, incorporating descriptive analysis, correlation analysis, and multiple linear regression to test the proposed hypotheses. Reliability and validity checks were conducted to ensure the robustness of findings. Results indicate that brand trust plays a significant moderating role in the relationship between e-WOM and repurchase intention. Consumers with higher brand trust exhibited stronger repurchase intentions, even when exposed to negative e-WOM regarding potential health risks of skin-whitening products. These findings align with studies emphasizing brand trust as a key driver of consumer decision-making, but diverge from research asserting that negative e-WOM invariably leads to lower repurchase rates. Despite its contributions, this study has several limitations. The use of convenience sampling limits the generalizability of findings, as the sample consisted exclusively of Generation Z Facebook users who have experience with skin-whitening products. Additionally, the cross-sectional research design restricts the ability to establish causal relationships between e-WOM, brand trust, and repurchase intention. The study’s narrow industry focus also limits its applicability to other sectors within the cosmetics market. Moreover, self-reported data may introduce response biases, such as social desirability and recall bias, which could influence the validity of the conclusions. From a practical perspective, the study provides valuable insights for marketers in Sri Lanka’s cosmetics industry. It highlights the critical role of brand trust in shaping consumer responses to e-WOM, emphasizing that strengthening brand credibility can mitigate negative feedback effects. Marketers are encouraged to build consumer trust through transparency, ethical product formulations, and consistent customer engagement. Furthermore, businesses should focus on leveraging positive e-WOM strategies and establishing long-term brand credibility to maintain customer loyalty and repurchase behavior. Future research should explore broader consumer demographics and additional moderating factors, such as brand loyalty, influencer credibility, and regulatory perceptions, to develop a comprehensive understanding of e-WOM dynamics in the beauty and cosmetics industry.Item The Impact of Brand Trust on Consumer Purchase Intention: The Moderating Effect of Price Sensitivity in the Organic Food Industry with Special Reference to Western Province Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ariyarathna, A. M. K.; Udovita, P. V. M. V. D.The organic food industry is witnessing rapid global growth as consumers increasingly prioritize health, environmental sustainability, and ethical consumption. However, in Sri Lanka, factors such as high prices and limited consumer trust pose challenges to market expansion. This study examines the impact of brand trust on consumer purchase intention within the organic food industry in the Western Province of Sri Lanka, focusing on the moderating effect of price sensitivity. Brand trust is analyzed through dimensions of brand benevolence, competence, and credibility. The study aims to fill gaps in the literature on consumer behavior in developing markets, offering insights for both marketers and policymakers. A quantitative research approach was adopted using a structured questionnaire to collect data from 406 organic food consumers aged 15 and above in the Western Province. Convenience sampling was employed, and data were analyzed using descriptive statistics, correlation analysis, simple regression, and multiple regression techniques via SPSS. The research framework is grounded in the Theory of Planned Behavior, incorporating price sensitivity as a moderating variable. The results indicate that brand trust, including brand benevolence, competence, and credibility—significantly influences consumer purchase intention. Consumers who perceive an organic brand as trustworthy are more likely to purchase its products. However, price sensitivity moderates this relationship, weakening the positive effect of brand trust on purchase intention. As price sensitivity increases, the impact of brand trust on purchase behavior diminishes, suggesting that high prices act as a barrier to organic food consumption in Sri Lanka. These findings align with prior studies and highlight the challenges consumers face when purchasing premium organic products in a developing economy. This study is geographically limited to the Western Province, restricting the generalizability of findings to other regions or countries. Additionally, the use of convenience sampling may not fully represent the diverse demographics of Sri Lankan consumers. The dynamic nature of the organic food market and the challenges of accurately measuring price sensitivity also present limitations. Theoretically, this study contributes to the understanding of brand trust, purchase intention, and price sensitivity in developing markets. Practically, it provides strategic insights for marketers and policymakers. To address price sensitivity, businesses can implement flexible pricing strategies, offer discounts, loyalty programs, and bundle deals to attract cost-conscious consumers without compromising profitability. Strengthening brand trust through transparent communication about sourcing, certifications, and sustainability practices can further enhance consumer confidence. Future research should explore additional moderate factors such as lifestyle and expand the geographic scope for broader relevance.Item The Impact of Agile Marketing on Brand Attachment: Examining the Mediating Role of Brand Trust with Special Reference to Skincare Products among Gen Z Consumers in the Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Siyambalapitiya, H. J. C.; Gunawardane, W. A. D. N. R.This study explores the influence of agile marketing techniques on brand attachment among Generation Z consumers in Sri Lanka's Western Province, with a particular emphasis on skincare products. It investigates the mediating role of brand trust in influencing the relationship between agile marketing practices and brand attachment. This research, therefore, seeks to add to the literature on marketing agility and brand dynamics by looking at how trust-based agile marketing strategies impact consumer-brand relationships, with particular attention to the Gen Z consumer, who has been at the center of changing consumer behavior and preferences for brands. The results of this study are intended to offer practical insights into how brands can utilize agile marketing strategies to establish trust and nurture stronger emotional bonds with their consumers.This study is a quantitative research effort that adopts a positivist philosophy, emphasizing objective analysis to measure the relationships among agile marketing, brand trust, and brand attachment among Generation Z consumers in the Western Province of Sri Lanka. Theoretically, it contributes to the assertion that agile marketing is a decisive factor in evoking brand trust and attachment, mainly in Generation Z consumers. Most importantly, it was able to fill the gap in knowledge as regards how agile marketing is related to brand attachment by identification of brand trust as a pivotal mediator. The findings also contribute toward the principles of relationship marketing by depicting that adaptive marketing strategies may work like dynamic tools to increase the emotional attachment of consumers.Item Investigating the Impact of Influencer Marketing on Brand Evangelism of Beauty and Personal Care (BPC) Industry: The Mediating Role of Brand Trust with Special Reference to Generation ‘Z’ in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sachintha, H. P. K.; Dissanayake, D. M. R.This study critically investigates the impact of influencer marketing (IM) on brand evangelism (BEV) within Sri Lanka’s Beauty and Personal Care (BPC) industry, with a focus on Generation Z consumers. The research is motivated by the pressing need to address a critical challenge: the inability of IM campaigns to consistently convert high digital engagement into actionable consumer trust and advocacy. This issue is particularly significant in the BPC sector, where Generation Z, a digitally native demographic, prioritizes authenticity, transparency, and relatability in their interactions with brands. The study emphasizes the mediating role of brand trust (BT) as a pivotal factor that bridges IM dimensions—source credibility, source attractiveness, source familiarity, and attitude toward influencers—with BEV outcomes, such as purchase intentions, positive referrals, and oppositional referrals. Positioned within the evolving discourse on digital marketing and consumer behavior, this research contributes by constructing a localized, context-specific framework to evaluate how IM strategies influence BEV through the mediating effect of BT. By focusing on the unique preferences and behaviors of Generation Z in Sri Lanka, the study bridges a critical gap in the literature, which has insufficiently addressed the mechanisms driving advocacy in this market. The findings underscore the strategic importance of trust in leveraging IM as a tool for fostering long-term consumer loyalty and advocacy. Moreover, the study provides actionable insights for marketers and businesses to design effective, trust-centric IM campaigns tailored to the competitive and rapidly evolving BPC industry in Sri Lanka. The research employs a robust quantitative methodology anchored in the positivist paradigm, ensuring methodological rigor and replicability. Data were collected from 385 Generation Z respondents across Sri Lanka using a structured online survey. These respondents were selected based on their active engagement with BPC industry influencers on social media. The survey employed validated scales to operationalize IM sub-variables, BT, and BEV. Statistical analyses, including multiple regression, mediation testing, and correlational analysis, were conducted using SPSS 23 to test the hypothesized relationships within the conceptual framework. This methodological approach ensured the reliability and validity of findings while offering nuanced insights into the influence of IM on BEV through the mediating role of BT. The findings provide empirical evidence that IM significantly influences BEV, with BT serving as a critical mediator. Regression analyses reveal that IM explains over 79% of the variance in BEV behaviors, underscoring its strategic importance in fostering consumer advocacy. Among IM sub-variables, source credibility and source attractiveness are the most impactful in building BT, while source familiarity and positive attitudes toward influencers enhance BEV behaviors. Mediation testing confirms that BT partially mediates the relationship between IM and BEV, reinforcing the pivotal role of trust in converting digital engagements into actionable advocacy. These results align with global IM literature while emphasizing unique dynamics in Sri Lanka, such as the heightened importance of authenticity and relatability in influencing Generation Z consumers. Despite its contributions, the study is subject to several limitations. First, its focus on Generation Z within the BPC industry in Sri Lanka may limit the generalizability of findings to other demographic groups or industries. Second, reliance on cross-sectional data constrains the ability to capture temporal shifts in consumer behavior and the evolving dynamics of IM practices. Third, the use of self-reported data introduces potential biases, such as social desirability bias, that may affect the accuracy of responses. Future research should address these limitations by employing longitudinal designs, expanding the demographic and industrial scope, and integrating advanced qualitative methods to provide deeper insights into consumer perceptions and behaviors. Theoretically, this study advances the field by integrating IM, BT, and BEV into a cohesive framework tailored to an emerging market. It bridges significant gaps in the literature by offering localized insights into how IM strategies foster trust and advocacy in a socioculturally distinct context. The findings extend the application of key theories, such as the Source Credibility Theory, by demonstrating their relevance in shaping consumer behavior in Sri Lanka’s BPC sector. Practically, the study offers actionable recommendations for marketers and policymakers. Marketers are advised to prioritize influencer authenticity, demographic alignment, and culturally resonant messaging to build trust and drive advocacy. BT should be positioned as a strategic priority in IM campaigns, as trust fosters long-term consumer loyalty and advocacy beyond transactional engagements. Policymakers, in turn, are encouraged to develop guidelines that promote ethical practices and transparency in influencer collaborations, ensuring consumer protection and equitable market dynamics. The research also has implications for academia, providing a foundation for future studies exploring IM’s impact in other emerging markets. It highlights the importance of incorporating cultural and generational nuances into theoretical and practical applications, paving the way for comparative studies across diverse contexts. By addressing the interplay of IM, BT, and BEV in Sri Lanka’s BPC industry, the study contributes to the global discourse on digital consumer engagement and advocacy.Item Impact of Social Media Influencers’ Credibility on Consumer Purchase Intention with Special Reference to the Beauty and Personal Care Industry among Females of Gen Z in Sri Lanka: with the Mediating Effect on Brand Trust(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Hulangamuwa, R. R. W. G. D. P.; Dissanayake, D. M. R.The personal care industry of Sri Lanka is features with significant dynamics whilst sector specific managerial and practical issues are also found due to market volatility. Accordingly, this study examines the impact of social media influencers’ credibility on consumer purchase intentions, with a focus on Gen Z females in Sri Lanka’s beauty and personal care industry. It investigates how influencers’ credibility characterized by attractiveness, trustworthiness and expertise affects brand trust and subsequently shapes purchasing behavior. The research aims to bridge empirical and practical gaps in understanding the mediating role of brand trust in influencer marketing within the Sri Lankan context. A quantitative research approach was employed, utilizing a structured questionnaire distributed among Gen Z females in Sri Lanka. The questionnaire measured influencers’ credibility, brand trust, and purchase intentions using a five point Likert scale. Data analysis involved correlation and regression tests to examine relationships among the variables, with special attention to the mediating effect of brand trust. The results demonstrate a significant positive relationship between influencers’ credibility and both brand trust and purchase intention. Brand trust was confirmed as a partial mediator, enhancing the direct effect of influencer credibility on purchase intention. These findings align with prior studies while emphasizing the critical role of influencers in shaping consumer perceptions and behaviors in the Sri Lankan beauty and personal care market. The study focuses exclusively on Gen Z females in Sri Lanka’s beauty and personal care sector, limiting the generalizability of findings to other demographics, industries, or cultural contexts. Furthermore, the rapid evolution of social media platforms and marketing strategies may influence the long-term applicability of the results. Theoretically, the study contributes to evaluate how influencer marketing could result in purchase intention whilst searching the power of brand trust as a mediating mechanism. As per the research context examined, this study offers actionable insights for marketers, emphasizing the need to collaborate with credible influencers to enhance brand trust and purchase intentions. Future research could further examine cross industry applications and the role of content quality and engagement metrics in influencer credibility.Item Impact of Negative Online Reviews on Brand Trust: The Moderating Role of Online Company Response in the Sri Lankan Clothing Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Hettiarachchi, P. G. D. P.; Bandara, B. S. S. U.Negative online reviews can significantly impact brand trust, particularly in consumer-driven industries like clothing, where purchasing decisions are heavily influenced by digital perceptions. This study examines the relationship between negative online reviews and brand trust in the Sri Lankan clothing industry, with a particular focus on the moderating role of online company responses. Addressing a key gap in the existing literature, this research explores how proactive and strategic responses to negative feedback can mitigate potential damage to brand trust and help brands maintain strong consumer relationships. A quantitative research approach was employed, utilizing a positivist research paradigm and a deductive methodology. Primary data were collected through a structured questionnaire with 15 questions, distributed to a sample of 394 respondents aged 18 to 60 years who have interacted with Sri Lankan clothing brands online. Data analysis was conducted using IBM SPSS Statistics, applying descriptive statistics, correlation analysis, and regression modeling to examine the relationships between negative online reviews, brand trust, and the moderating effect of online company responses. Findings reveal a strong negative correlation between negative online reviews and brand trust, indicating that customer trust in a brand significantly declines when exposed to unfavorable feedback. However, the study confirms that online company responses play a crucial moderating role in mitigating the adverse effects of negative reviews. Personalized, timely, and well-crafted responses can reduce reputational damage, restore consumer confidence, and maintain trust. These findings emphasize the importance of proactive digital engagement and robust complaint management strategies for clothing brands operating in Sri Lanka’s increasingly digital marketplace. Despite its contributions, the study acknowledges several limitations. The focus on negative online reviews as the sole determinant of brand trust means that other potential influencing factors were not considered. Additionally, as the study is specific to the Sri Lankan clothing industry, findings may not be fully generalizable to other industries or markets. The use of a structured questionnaire with a limited number of questions may also have constrained deeper consumer insights. This research holds significant theoretical and practical implications. Theoretically, it contributes to brand trust and digital marketing literature by demonstrating the moderating effect of online company responses in managing consumer perceptions of negative feedback. Practically, the findings offer actionable recommendations for clothing brands, emphasizing the need to; Respond quickly and transparently to negative reviews to minimize damage; Train social media and customer service teams to handle complaints professionally; Implement crisis communication and service recovery frameworks to maintain brand credibility; Leverage negative reviews as opportunities to demonstrate responsiveness and commitment to customer satisfaction. This study also provides a foundation for future research, particularly in cross-industry comparisons, longitudinal assessments of response strategies, and an exploration of how negative reviews on social media platforms like Instagram and YouTube affect brand trust. Understanding the long-term impact of response strategies could further help businesses refine their digital reputation management practices. By effectively managing negative online reviews, brands can not only preserve trust but also transform dissatisfied consumers into long-term brand advocates, strengthening their competitive advantage in the digital marketplace.