Commerce and Management

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    The Impact of Emotional Brand Attachment on Customer Loyalty of Ayurvedic Skin Care Products: The Mediating Effect of Brand Love Among Young Consumers in Sri Lanka: A Literature Review
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dissanayake, D. M. T. K.; Dissanayake, D. M. R.
    This study mainly focused the inter connections amongst Emotional Brand Attachment, Brand Love, and Customer Loyalty while concentrating on the Ayurvedic skincare market in Sri Lanka, especially among young consumers aged 15-29. Due to risk related to synthetic skin care products, young consumers seemed to become loyal to Ayurveda beauty care products that are organic, environmentally friendly, and culturally appropriate. Accordingly, the study investigates how brand love mediates emotional ties to brands and how these influence loyalty behaviors in a diverse and evolving market, drawing on the theories of attachment, self-expansion, and social identity. This paper fills the above-listed gap by exploring these constructs in the context of Ayurvedic skincare, which is a field that is all about consumer values, and traditional practices in combination with current preferences. This study applied a quantitative research design whereby 385 respondents were given structured questionnaires to complete for data collection, and convenient sampling method was used to execute the survey. The statistical analysis carried out by using SPSS-23 version revealed that brand love mediates the impact of Emotional Brand Attachment on Customer Loyalty, Moreover, affection, passion, and self-brand integration of the Emotional Brand Attachment were recognized as the critical elements that boost Brand Love. It then leads to customer loyalty behaviors which can also extend to repurchasing, advocating for the brand, identifying with the brand, and resisting other brands. In addition, the current research points out that loyalty behaviors are not restricted to consumption experiences but create a positive sense of belonging and identification among consumers on the part of the organization or business that is benefiting from their loyalty. In addition, the study also reveals that loyalty behaviors go beyond just the number of transactions but procreate a sense of belongingness to a community and identity among the loyal customers. So, the conclusions strengthen the theoretical assumption on the key role of emotional appeal in branding. A few exceptional Ayurvedic skincare brands that focus on the formation of appealing and meaningful linkages with consumers can enhance their consumer bonds and lay down long-term, positively appealing bonds with them and, thus, achieve sustainable competitive advantages. The stated strategies help not only retain the customers but also build brand image and customer loyalty in the long run. In an industry where competition is high and products are symbolic, emotional branding stands unique as a way for the brands to appeal to the consumer. By combining Emotional Brand Attachment, Brand Love, and Customer Loyalty into a unified framework specially designed for the understudied Ayurvedic skincare industry, this study significantly advances the field of emotional branding. It offers empirical evidence and valuable recommendations to marketers to distill culturally appropriate and emotionally appealing marketing strategies that would appeal to the younger generation. This paper adds to the branding literature by highlighting how branding strategies can resonate with, and thereby gain the support of, this group through appeal to their specific values, goals, and Culture. The work has useful implications for industry practitioners as it underscores the importance of performing analysis and matching the product and communication offers with the culture and emotion range consumers respond to. This therefore shows that Ayurvedic skincare brands must consider emotional branding a factor they can employ to effectively create a wedge between them and other competitors as they seek to create long term relationships with the consumers. Also, the findings provide a research agenda for future research, with directions to understand how the emotional branding strategies can build on the higher levels of brand loyalty in similar markets and consumers segments. This work calls for a comprehensive study of various complexities of the emotional branding approaches that firms could employ to foster helpful brand consumer relationships in various global cultures.
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    Impact of Tik Tok Influencers' Endorsements on Consumer Purchase Intention with an Emphasis on Local Restaurant Brands in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Atigala, D. D. D.; Mirando, U. J.
    Social media has a significant impact on how the modern world is built and influenced, affecting many aspects of human behavior, connection, and communication. Particularly among younger generations, TikTok is one of the most popular and active social networking sites. TikTok is an app that lets users follow and discover other people who share their interests, as well as share images and videos with their followers and also explore and follow other users with similar interests. TikTok had more than 1.5 billion monthly active users as of October 2023, making it the third most used social media platform after Facebook & YouTube. TikTok is not only a medium for personal expression and social networking but also a potent tool for marketing and advertising. TikTok is widely used by companies and brands to interact with their consumers, showcase their goods and services, and increase brand awareness and loyalty. In the realm of local restaurant brands within Sri Lanka, the impact of TikTok influencer endorsements on consumer purchase intention remains a relatively unexplored territory. This research aims to fill this gap in knowledge by investigating the influence of TikTok influencers on consumers' purchasing decisions within the Western province of Sri Lanka, specifically focusing on the context of local restaurant brands. By shedding light on this under-researched area, this study seeks to provide valuable insights into the effectiveness of influencer marketing strategies in the Sri Lankan Food market. Drawing upon quantitative research design, this study employed non-probability sampling and distributed a structured questionnaire via Google Forms and various social media platforms. The questionnaire incorporated 5-point Likert scales to capture respondents' perceptions regarding the impact of TikTok influencer endorsements on their purchase intention towards local restaurant brands. A robust dataset comprising 390 responses was collected from individuals aged 18 to 55 years and above. The Western province of Sri Lanka serves as the population of interest for this research. However, due to the limited existing research on the population, reliable information regarding its size remains unavailable. This study focuses on consumers residing in the Western province who actively use TikTok as a social media platform and exhibit a keen interest in local restaurant brands, forming a target demographic likely to be influenced by TikTok influencer endorsements. The results of this study revealed that factors such as likeability, expertise, and attractiveness associated with TikTok influencer endorsements have a positive and significant impact on consumers' purchase intention for local restaurant brands within the Sri Lankan market. However, interestingly, the credibility factor was found to have no significant impact on consumers' purchase intention. By addressing the dearth of research on the impact of TikTok influencer endorsements specifically within the Sri Lankan market of local restaurant brands, this study contributes to a more comprehensive understanding of influencer marketing dynamics. The insights gained from this research will assist local restaurant brands in formulating effective marketing strategies to leverage the power of TikTok influencers, capitalizing on factors such as likeability, expertise, and attractiveness to enhance their competitiveness within the Sri Lankan market.
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    Impact of In-App Advertisements on Gen Z's Purchase Intention with the Mediating Effect of Consumer Attitudes: with Special Reference in Sri Lankan Mobile Industry
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Vidushana, W. G.; Subasinghe, S. M. A. N. M.
    This study intends to investigate the influence of in-app advertising on the purchase intentions of Generation Z, focusing on the Western Province of Sri Lanka while emphasizing the mediating role of consumer attitudes. The goal of this research is to close the knowledge gap regarding how Gen Z consumers respond to customized digital advertising tactics in an emerging market setting. Utilizing theories like the Media Richness Theory and the Elaboration Likelihood Model the study looks into things like social influence user experience personalization and ad content and design. A structured questionnaire was used in this quantitative study and 385 members of Generation Z answered it. SPSS software was used to analyze the data using regression correlation and descriptive statistics. According to the results, purchase intentions are strongly influenced by user experience, personalization, and social influence. Because consumer attitudes mediate these relationships it is crucial to create ads that appeal to the target audience’s emotions and social sensibilities. These findings highlight how important it is to create engaging and culturally relevant in-app ads to successfully grab Gen Z’s attention. The study does have certain drawbacks though such as its concentration on a particular demographic and geographic group its use of self-reported data and its quantitative methodology that ignores qualitative viewpoints. To comprehend the changing impact of in-app advertising these limitations point to possible directions for future research such as using mixed-method approaches and examining longitudinal trends. From a practical standpoint, this study provides policymakers app developers, and marketers with useful suggestions. Advertising that seamlessly integrates with the user experience uses dynamic personalization and makes use of social proof should be given priority by marketers. Contributions to theory include advancing our understanding of consumer behavior and the function of digital media in developing economies which lays the groundwork for future research on the dynamics of advertising in comparable cultural contexts. According to the study's findings, in-app advertising can be made more effective and substantially contribute to the conversation around digital marketing in emerging economies by strategically emphasizing personalization, emotional engagement, and awareness of sociocultural quirks.