Symposia & Conferences
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Item THE ROLE OF BRAND KNOWLEDGE AND BRAND LOYALTY IN CREATING BRAND EQUITY IN THE TELECOMMUNICATION INDUSTRY(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Hilal, M.I.M.The study of brand equity is important for service providers in the telecommunication industry to examine their marketing efforts. Competition is more intense in the telecommunication industry in Sri Lanka. Sri Lanka Telecom, Dialog Axiata, Mobitel, Hutch, Airtel and Etisalat are the major in players in the industry. While these competitors are competing with each other intensively, marketers in the telecommunication industry need to understand the outcome of their marketing efforts. Specially, the role of the brand image, brand awareness and brand loyalty. Thus, the major objective of this study was to investigate how the brand awareness, brand image and brand loyalty in the telecommunication industry create brand equity. The methodology was quantitative in nature. Questionnaires was used as tool for primary data collection. Convenient sampling techniques was used for this study. Questionnaires were administered among 268 customers in the telecommunication industry and response rate was 76.5 per cent. Collected data was fed into the SPSS and correlation and multiple regression were used to analyze the data. Factor analysis was done for data reduction and all items were with communalities more than 0.5. Results revealed that all variables under study are contributing to create brand equity in the telecommunication sector. Further, brand knowledge in the industry shows significant contribution to the brand equity in the industry. Companies in the telecommunication can enhance the brand equity by increasing brand image and in turn the brand loyalty will also be enhanced.Item Impact of Brand Knowledge on Consumer Lifetime Value with Special References to Ayurvedic Products in Sri Lanka.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Sudharshana, N.A.; Gayathree, D.A.G.P.K.In Sri Lanka Ayurvedic industry can be define as growing industry in today context then it is critical to understand about future development of this industry. As marketing student researcher tried to figure it out how it can be applied branding concept in order to develop this ayurvedic industry in Sri Lanka. Researcher found that even though there is a possibility to develop this industry most of companies do not engage with high branding concept and brand development task such as FMCG industry. But if companies develop their brand by taking some effort actually it will be impact to their loyal customer base in other word their cash generating ability will increase. There is story behind to select this topic also that is researcher got job in ayurvedic product manufacturing company and that company do not engage with more branding and particular company not spend more money to develop their Ayurvedic brands. In that sense researcher though that there is opportunity to develop this industry by using brand as mentioned early. Then researcher needed to figure it out is that true? To prove it researcher has done this study. Then researcher finally proved that if company come up with branding concept such as FMCG market then that day will be a great day to ayurvedic industry in Sri Lanka.