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Item Factors Influencing Brand Switching in Telecommunication Industry in Sri Lanka: A Study Based on Undergraduates in Sri Lanka.(8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2017) Wimalasiri, R. K. H. S.Telecommunication industry is an industry which is with fierce competition. This intense competition leads to reduce the market share of mobile service providers in terms of customers. Hence this study is conducted with the purpose of identifying the factors influence the youngsters to move from one brand to another in the telecommunication industry in Sri Lanka. This research was conducted as a cross-sectional survey, and utilized sample frame was undergraduates of university of Kelaniya Sri Lanka. Including Commerce and Management, Science and Arts, 300 undergraduates were captured random sampling method from those faculties as sample subjects and the data were collected by means of a structured questionnaire and the validation is tested under Cronbach alpha test. Multiple regression analysis is used as the key analysis tool to this study after satisfying the required assumptions. The core finding of the study is switching cost and services having a significant impact on brand switching. Promotion factor does not have a significant impact on brand switching. Previous researchers have used various services provided by the mobile service providers as separate independent variables in different conceptual models in many studies.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.