Symposia & Conferences
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Item IMPACT OF STORE CONVENIENCE AND STORE PERSONALITY ON CONSUMER-BASED RETAILER EQUITY(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Hashmi, M.S.; Rehman, M.A.; Ghazi, T.The idea of this paper is to examine the relationship of store convenience and CBRE with the mediating role of store personality. A mall- intercept survey was done and the customers of retail chain were studied. Customers of 18 years age and above, who shop from various hypermarkets in the region of Lahore, a metropolitan city of Punjab in Pakistan and the data was collected from three different hypermarkets. The conceptual framework of the study was examined using SEM and the results extracted imply that store attributes and its personality has an essential component in creating consumer based retailer equity. Furthermore, the study investigated the indirect impact of store convenience on CBRE through the variable store personality and results revealed that significant indirect relationship exists between store convenience and CBRE. In the retail format, this paper is the first attempt to use such variables (store personality, store convenience, CBRE) in an integrated way.Item IMPACT OF COUNTRY OF ORIGIN IMAGE ON BRAND PERSONALITY: MEDIATING ROLE OF BRAND EXPERIENCE (EVIDENCE FROM PAKISTAN AUTOMOBILE SECTOR).(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Hashmi, M.S.; Rehman, M.A.Purpose – The objective of this paper is to focus on examining the relationship between country oforigin (COO) image, brand experience and brand personality in the automobile industry of Pakistan. Design/methodology/approach – A study on Pakistan’s auto industry was carried out to test hypotheses, predicated on a sample of 306 participants and AMOS (Ver. 22.0) was employed for the analysis. A Pilot test was employed with 50 participants to safeguard against obtaining invalid or irrelevant data, prior to the field activity. The study period was (December 2015-April 2016). Findings – Results of the study enlighten that both COO image and Brand Personality employ significant positive impact on Brand Personality. Furthermore, Brand Experience is found to be a partial mediator in the relationship between COO Image and Brand Personality. Specifically, a positive brand experience has the ability to enhance COO image’s positive impact on brand personality, whereas a negative brand experience could significantly reduce the positive COO image effect on brand personality. Originality/Value – The study is first one to investigate these variables together and the role of brand experience in relationship of COO image and Brand Personality was not previously tested. This study reveals new practical and theory based insights into factors affecting brand personality by incorporating brand experience as a mediator in the relationship between COO image and brand personality.