International Conference on Business and Information (ICBI)

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Subject: search.filters.subject.Brand Loyalty

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    Contribution of Generation Z Characteristics on Brand Dilution: A Case on Phone Industry Sri Lanka
    (Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Pemerathna, A.H.S.
    The Underlying intention of this research is to identify the significance of generation Z idiosyncrasy and its influence on the brand dilution. This research would try to correlate the social characteristics of the mentioned generations and the consequential brand impact on modern business. Literature review was abstracted on the cultural aspects buyer behaviors and attitude movements of the generation Z, while the realism ontology was followed in creating the research methodology with interviews. Qualitative tools and methodologies were used to collect data and the interviews were the main tool while patterns identified through data coding. Analysis has proven that digital divine has limited the Sri Lankan society from all transformed anti millennia generation, where claimed personalities of Generation Z as well known it mostly exist in urban societies than rural. However, the backbone characteristics like social media, brand waring personality is commonly found in both the categories. While contributing to the academia of the country the research is expected to shade light on the marketing fraternity and top brand decision makers who would look up to sell most of their products to this new Generation.
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    The Impact of Brand Loyalty on Buying Behavior of Consumers of LED Television (Case Study to Philips LED TV)
    (University of Kelaniya, 2014) Ravindra, P.; Kumarapeli, K.
    The attempt of this study is to examine the impact of the brand loyalty generates on consumers buying behavior especially concerning to LED television. Hence, the purpose of the study is to determine the factors contribute to construct brand loyalty in the minds of consumers and to what extent they influence on consumers‟ buying decision towards LED televisions. The researcher initiates the study in finding relevant literature with regard to the brand loyalty and consumer buying behavior. Based on that literature, the conceptual framework is developed and examined during the study taking the variables from the available literature. The factors such as brand awareness, brand image, perceived quality and company reputation and consumers‟ buying decision are the main variables investigated in the current study. The research methodology mainly focused on gathering primary data using a questionnaire. The analysis of primary data allowed the researcher to examine the hypotheses developed based on the variables identified as main contributory factors in constructing brand loyalty which influence the buying decision of the consumers. The conclusions of the study suggest that there are statistically significant relationship exist between the identified variables and consumers‟ buying decision. Therefore, the recommendations are given by the researcher to increase effectiveness of factors affecting in constructing the brand loyalty towards the selected LED television brand.