Symposia & Conferences
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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.Item Impact of Brand Personality on Consumer Brand Loyalty: With Special Reference to the Fashion Apparel Retail Industry in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Molagoda, S.M.T.D.; Gyathree, D.A.G.P.K.Fashion Apparel is one of the most consumed goods in a Quick Service format due to its unique attributes such as convenience, cloth quality and less price. Today, the twenty first century, Fashion Apparel has become so popular despite the fact that there is a relatively small number of companies selling and succeed Fashion Apparel Retail Industry in Sri Lankan context. Apart from the purchasing power one may possess, it is interesting to find out what other factors may influence an individual’s choice of fashion apparel retail brands. The Fashion Apparel retail industry in Sri Lanka is yet to be defined, as there is no clear demarcated line to separate the fashion apparel retail brands from the other fashion outlets, which is available in Sri Lanka. Primary purpose of this research is to examine the impact made by brand personality dimensions of Fashion Apparel Retail brands on consumer brand loyalty. As the research descriptive in nature a descriptive research design is used. . Under the primary sources of data collection, an online survey method will be used with a well-constructed questionnaire. The Non-Probability sampling method will be used in order to determine the sample as convenience sampling will be used as a technique. It was established that the elements of Sincerity, Competence, Excitement, sophistication and ruggedness of brand personality indeed have a positive relationship with brand loyalty.Item The Effect of Brand Image on Men’s Purchasing Intention; With Special Reference to Sportswear Products in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Chathuranaga, A.A.D.K.; Bandara, B.S.S.U.Brand image has become increasingly important for any brand in the present business context. A good brand image not only can create a clear brand differentiation but also can increase loyalty and consumer preference as well. Also the personalities developed by the brands have different gender characteristics which clearly can differentiate the products as feminine and masculine. However the researchers conducted in Sri Lankan context have not yet concentrated on how the men’s purchasing intention creates with regards to different products. Therefore this study focus on the effect of brand image on men’s purchasing intention: with special reference to sportswear products in Sri Lanka. The study was conducted within the Colombo district. A sample of 200 respondents was used and adopted simple random sampling method to select the respondents. A total of 200 questionnaires were distributed and 180 valid questionnaires were collected, the effective rate was 90%. Data was analysed using SPSS, generating frequencies for the demographic information, factor loadings in ascertaining factors necessary to establish a successful brand image, Pearson’s (r) correlations in analysing relationships and finally regression analysis to examine the predictive potential of the independent variables on the dependent variables. Findings revealed that brand image is a key component in influencing customer’s purchasing intention. However from the brand image determinants, the findings disclosed that focusing on the product benefits is the most important element in building a successful brand image. Based on the research findings, recommendations like recruiting people who are highly interpersonal skilled, trained and experienced in brand management, focusing a lot of attention on promoting product benefits, always try to use successful sporty characters as celebrity endorsement to positioned the brand in the customer mind set were made. Finally this study has provided effective conclusion regarding Sri Lankan Men’s Sportswear products market in connection with Brand Image.Item The Impact of Celebrity Endorsement on Brand Personality in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Amarasighe, N.M.; Weerasiri , R.A.S.This Study was carried out to evaluate the effectiveness of celebrity endorsement on brand personality. Other than that this research was carried out to identify the relationship between celebrity endorsements and brand personality. Also to find out the key factors that plays a prominent role in a successful celebrity endorsement. To get a clear view of the relationship between the two variables a survey was carried out and information was gathered from Sri Lankan consumers. The Outcome shows there is a positive relationship between celebrity endorsement and brand personality. Consumers agreed that brand personality gets influenced by the celebrity’s characteristics. Most of the respondents are bias towards the attractiveness of the celebrity and trustworthiness. Expertise factor of the celebrity is also playing a major role. Companies would need to consider these factors when taking decisions regarding celebrity endorsements. They also need to identify the significant relationship it has with the brand personality. From this conclusion companies can take successful celebrity related decisions without tarnishing their brand image and personality. This will increase their bottom lines if the decisions were taken tactfully.Item The Impact of Brand Personality on Customer Buying Intention: An Empirical Study on TATA Brand in Sri Lankan Passenger Car Market(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Sanjeewani, L.P.S.; Sangarandeniya, V.There are no scientific background in the Sri Lankan contest which talks about the impact on Brand Personality on Customer Buying Intention in passenger car industry. There are limited studies done by DIMO sole distributer for TATA brand in Sri Lanka. Therefore does not really know how the market perceives them. So, there is a literature gap which did not fulfil the requirement by recent studies and empirical gap that indicate the importance of this research in the current context. This research is centered to examine the Impact of Brand Personality on Customer Buying Intention in relation to the Sri Lankan passenger car market. As per the empirical nature of the study, this study has been design based on the positivism research paradigm which is based on deductive research philosophy. According to the deductive method, in order to find the answers for the research questions, the researcher developed research questions and both secondary data and primary data were collected. The researcher used different published sources such as government reports, company annual reports etc. in order to collect secondary data which was used. An organization must design their marketing campaigns having proper understanding of its product personally for successful results. So outcome of this will be useful for Passenger car marketers in designing their marketing campaigns.Item Impact of Brand Personality Determinants towards Purchasing Intention: A Study on Branded Umbrella Products in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Riyas, M.; Herath, H.M.R.P.All Marketing Managers are trying to win the market by differentiating their products among the customers by using the product and brand related factors. Among those factors brand personality is still critical factor to those marketing managers to create the differentiation in the market. Therefore the purpose of this study is explore the relationship of brand personality determinants and purchase intention with referring to the Sri Lankan branded umbrella products. The convenience sampling method was used to collect the primary data. A total of 100 questionnaire were distributed among the umbrella consumers and collected the primary data based on researcher administrated method. Respondent rete is 100%. Multiple regression analysis used for test the hypotheses. The primary data collected only from Kandy and Colombo Districts among the age limit of 15-45 years umbrella consumers with targeting the only 100 consumers to analysis. The lack of generalization of this study is that it is limited to the branded umbrella industry. Findings of this studies are Excitement and Ruggedness are positively affect to the purchasing intention referring to the branded umbrella products of Sri Lanka. Sincerity, Competence and Sophistication are not positively affect to the purchasing intention referring to the branded umbrella products of Sri Lanka.