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7th-2022
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Browsing 7th-2022 by Issue Date

Browsing 7th-2022 by Issue Date

Now showing items 1-20 of 36

Impact of Environmental Knowledge on Green Purchase Intention: Examining the Mediating Effect of Attitudes Towards Green Products with Special Reference to Young Business Executives in the Western Province, Sri Lanka

Cooray, W. H. H.; Patabendige, S. S. J. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The study was conducted to investigate the effects of advertising strategies, specifically emotional advertising, on the consumer-brand relationship. The consumer-brand relationship is defined as the initiation, development, ...
Impact of Emotional Appeal Advertising on Consumer Brand Relationship of Vicenarians (20-29 aged) with Special Reference to FMCG Sector in Sri Lanka; Mediating Factor Attitude towards Advertisement

Amunugama, G. N.; Bandara, B. S. S. U. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The study was conducted to investigate the effects of advertising strategies, specifically emotional advertising, on the consumer-brand relationship. The consumer-brand relationship is defined as the initiation, development, ...
Impact of E-service Quality on Customer Satisfaction in Internet Banking, with Reference to Licensed Commercial Banks in Sri Lanka

Sisirakkody, K. G. N. K.; Gunawardhana, W. A. D. N. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

Internet banking represents a critical service offered by the banking industry. This study aimed to examine the E-Service Quality elements that affect customer satisfaction within the context of Internet banking in Sri ...
Impact of Facebook Marketing on Brand Awareness: With Special Reference to Fast Moving Consumer Goods Industry in Sri Lanka

Dilhani, E. D. A.; Herath, H. M. R. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The purpose of this research study was to examine the impact of Facebook marketing tools on brand awareness, with a specific focus on the fast-moving consumer goods industry. The research addressed the issue of how Facebook ...
Impact of Experiential Marketing on Customer Satisfaction; Examine the Mediating Effect of Customer Perceived Value with Special Reference to Restaurants Located in Western Province Sri Lanka

Kumari, W. L. P.; Gayathree, D. A. G. P. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The restaurant industry is among the fastest-growing sectors in Sri Lanka. Following the COVID-19 pandemic, there has been a notable shift towards e-commerce platforms for meal orders. Consequently, experiential marketing ...
Impact of Green Brand Awareness on Green Consumerism with the Examination of the Mediating Effect of Green Trust with Special Reference to FMCG Industry in Sri Lankan Context

Liyanage, W. H. N. B.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

Green marketing practices and strategies have been widely adopted by various industries, yet challenges persist regarding their effectiveness. Research gaps have emerged, particularly concerning investigations into green ...
Impact of Facebook Advertising on Purchase Intention of Fashion Retails with Special Reference to Youth Consumers in Sri Lanka

Wishwajith, B. J.; Bandara, S. Udith (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

In the contemporary environment, consumer experiences, lifestyles, and decision-making processes have been significantly influenced by social media, diverging from those of previous generations. Traditional marketing ...
Impact of Green Advertising on Consumer Purchase Intention in Organic Food Industry of Sri Lanka: The Moderating Effect of Consumer Innovativeness

Rathnayake, R. M. S. S.; Gayathree, D. A. G. P. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

This article aims to analyze the impact of green advertising attributes on consumer purchase intention, specifically within the organic food industry in Sri Lanka, and to examine the moderating effect of consumer innovativeness. ...
Impact of Factors Effect on the Customer Purchase Intension on Carbonated Soft Drinks Market: Special Reference to Western Province in Sri Lanka

Piushan, H. A. D. D.; Medis, L. A. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

As competition in the market intensifies, gaining a thorough understanding of customer behavior has become increasingly crucial in the business context, particularly in marketing. Product manufacturing companies, in ...
A Study on the Impact of Green Marketing Tools on Green Purchasing Behavior in Sri Lanka: The Mediating Effect of Environmental Attitude. (with Special Reference to Electronic Home Appliances)

Kurukulasooriya, K. M. M. L.; Gayathree, D. A. G. P. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

This article aimed to analyze whether environmental advertisements, perceptions of eco labels, and perceptions of eco brands impact the green purchasing behavior of Sri Lankan customers and how environmental attitudes ...
Impact of Advertising Appeals on Consumer Purchase Intention in Mobile Telecommunication Sector: with Special Reference to Youth Segment in Sri Lanka

Gunawardana, N. D. D.; Bandara, B. S. S. U. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

This study aimed to determine the relationship between advertising appeals and consumer purchase intention in the mobile telecommunications sector, with a particular focus on the youth segment in Sri Lanka. The mobile ...
Factors Affecting on Adoption of E- Banking Services in Sri Lanka with Special Reference to the Commercial Banking Sector

Kumara, R. D. I. S.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

This study examines the influence of perceived behavioral control, subjective norms, perceived usefulness, and perceived ease of use on the adoption of e-banking in the Sri Lankan commercial banking industry. The sample ...
Factors Influencing the Switching Behavior of Mobile Telecommunication Service Consumers in Sri Lanka (Colombo District)

Liyanage, T. D. S.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

Consumer switching is a major issue for mobile telecommunications service providers, and marketers must understand why customers want to switch from one mobile telecommunications provider to another. Alongside, this study ...
Drivers of the Purchasing Intention of Fair-Trade products: Special Reference to the Cosmetics Industry in Sri Lanka

Jayaweera, N. S.; Gayathree, D. G. P. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The study reported in this paper identified the drivers of the purchasing intention of fair-trade cosmetics products in Sri Lanka according to the extended Theory of Planned Behavior (TPB). The growth in the sale of ...
Factors Affecting Consumer Acceptance of Omni-channel Approach with Special Reference to the Supermarket Sector

Jayamal, S. K. D. I. U.; Herath, H. M. R. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

This research study aims to understand the factors affecting consumer acceptance towards an Omni-channel approach, specifically within the supermarket sector. Conducted with 198 respondents in the Colombo District of Sri ...
An Investigation of the Influence of Marketing Mix (4Ps) and Their Relative Importance on Cosmetic Purchase Intention of Youth Generation in Sri Lanka

Ranasinghe, S. C.; Herath, H. M. R. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

This article aims to analyze the impact and the importance of the marketing mix: product, price, place and promotion, on the purchase intention of cosmetics products of the young generation in Sri Lanka. Based on a review ...
Congruence Between Self-Image and Brand Personality and Their Impact on Purchasing Intentions: A Case of Sri Lankan Motorcycle Industry

Samarasinghe, K. G. S. A.; Patabendige, S. S. J. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

It is argued that consumer purchasing intentions may reflect not only functional reasoning but also symbolic meanings. Indeed, businesses have long attempted to develop brand personalities that appeal to the self-image of ...
Factors Influencing on Customer’s Switching Behavior of Mobile Service Providers in Sri Lanka

Rashmila, R. M. R.; Weerasiri, R. A. S. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The mobile telecommunications industry is one of the fastest-growing sectors in Sri Lanka. Due to the highly competitive market environment, service providers need to sustain their customers and attract new ones. Consequently, ...
Impact of Celebrity Endorsement on Consumer Purchasing Behavior in Sri Lankan Cosmetic Industry Specifically Considering Products; Hair Oil, Shampoo and Beauty Soap

Padukka, L. U.; Weerasiri, R. A. S. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

This research study was developed by rationalizing existing literature sources to construct arguments regarding two primary concepts: celebrity endorsement and consumer purchasing behavior in the Sri Lankan cosmetic industry, ...
Impact of Customer Shopping Value on Brand Loyalty: Examining the Mediating Effect of Customer Satisfaction: With Special Reference to the E-Commerce Industry in Western Province of Sri Lanka

Madushika, R. A. L.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

In recent years, consumer visiting patterns on E-Commerce websites have undergone significant changes due to the expansion of the E-Commerce industry, resulting in heightened competition within the sector. Consequently, ...

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