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Brand Building Strategies and Customer Buying Decisions: A Study on Growing up Milk Powder Market of Sri Lanka

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dc.contributor.author Dissanayake, D.M.R.
dc.date.accessioned 2015-10-21T10:14:46Z
dc.date.available 2015-10-21T10:14:46Z
dc.date.issued 2015
dc.identifier.citation Dissanayake, D.M.R. 2015. Brand Building Strategies and Customer Buying Decisions: A Study on Growing up Milk Powder Market of Sri Lanka. NSBM Business & Management Journal, 1(1): 123-135. en_US
dc.identifier.uri
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/10115
dc.description.abstract Growing up Milk Powder Market of Sri Lanka seems to be an aggressively a competitive context since multinationals largely operate with extended brand building strategies. The promotional budget and operational investments undertaken by those brands should be rationalized in par with brand performance. Researcher has focused this context in building the research problem and accordingly conceptualized the study with three independent variables namely brand values, brand benefits and brand personality as brand strategies. The dependent variable was customer buying intention. It has followed a deductive approach as the overall research design. Three hypotheses were tested in this study by using correlation analysis and descriptive statistical analysis was conducted to reveal the customer responses towards branding strategies undertaken by practitioners. It has given the conclusion along with key recommendations as contribution to practice at the end of the paper. en_US
dc.language.iso en en_US
dc.publisher NSBM Business & Management Journal en_US
dc.subject Growing up Milk Powder Market en_US
dc.subject Branding Personality en_US
dc.subject Brand Values en_US
dc.subject Brand Benefits and Customer Buying Intention en_US
dc.title Brand Building Strategies and Customer Buying Decisions: A Study on Growing up Milk Powder Market of Sri Lanka en_US
dc.type Article en_US


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