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6th-2021
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Browsing 6th-2021 by Issue Date

Browsing 6th-2021 by Issue Date

Now showing items 1-20 of 110

Impact of Brand Personality on Brand Trust of Sport-related Products in Western Province

Nithyanada, H. K. G.; Bandara, B. S. S. U. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

This study aims to investigate the impact of Brand Personality on Brand trust in Sports-related products. The researchers used Brand Personality dimensions developed by Aaker as the basis for this research. Sincerity, ...
Impact of Social Media Influencer Marketing on Customer Purchase Intention: Examining the Mediator Effect of Customer Attitude with Special Reference to Fashion Retail Industry in Sri Lanka

Sharma, M. F.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Due to diverse needs of fashion consumers, competition in the fashion retail industry is reaching new heights and the ever-changing customer preferences the fashion market has proven to be difficult for marketers. The level ...
Impact of Green Marketing Mix on Consumer Purchase Intention: Investigate the Mediating Effect of Consumers’ Environmental Attitudes with Special Reference to Cosmetics Industry in Sri Lanka

Rathnayaka, R. M. L. G.; Weerasiri, R. A. S. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Consumers are seeking for well-known brands with high quality that meet their requirements, and most people love the environment and believe in protecting it. They concern about environmental issues. As a result, most ...
Impact of Country-of-Origin on Purchase Intention Toward Automobile Brands in Sri Lanka with Special Reference to Japan and Indian Automobiles

Perera, L. O. T.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The research was conducted to examine the factors influencing the purchase intention of automobile users in Sri Lanka. Automobile purchasing intention is major problem faced by automobile companies and it is important to ...
Impact of Celebrity Endorsement on Customer Purchase Intention: Examining the Mediating Effect of Brand Trust with Special Reference to Telecommunication Industry in Western Province Sri Lanka

Perera, K. A. H. M.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

In the present context, many marketers in the telecommunication industry are using different methods to influence their customers. Celebrity endorsement is one of the key tools frequently used to influence the purchase ...
Impact of Green Marketing Tools on Green Purchasing Behavior with Special Reference to Home Electronic Appliances

Bandara, M. M. C. M.; Weerasiri, R. A. S. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Environment friendliness has become a major consideration of customers, when buying a product. Increase of environment pollution has led customers to give key attention to concern the protection of environment. This has ...
The Impact of Celebrity Endorsement on Consumer Purchase Intention: With Special Reference to Personal Care Brands in Sri Lanka

Imza, I. M. A.; Weerasiri, R. A. S. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Celebrity endorsements in advertising emerged to increase attention over the past few decades. Attracting and the popularity created in promotions are one of the vital aspects used when promoting personal care brand in the ...
A Study on the Impact of Sensory Branding on Consumer Purchasing Intention: Examine the Mediating Effect of Brand Attitudes with Special Reference to Franchised Fast Food Outlets in Sri Lanka

Lakmali, H. M. D.; Weerasiri, R. A. S. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The purpose of this article is to analyze how the sensory marketing elements (five sensory aspect) influences user purchasing motivation, especially with sensitive marketing activities in franchised fast-food outlets. It ...
Impact of Celebrity Endorsement on Females’ Consumer Buying Behavior: With Special Reference to the Beauty Soap Industry in Sri Lanka

Harshani, A. W. W.; Weerasiri, R. A. S. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Celebrity endorsement is one of the modern ways of advertising. In here, companies tend to increase their sales using very famous and popular personalities. In beauty soap industry, there has a huge growth. Also, competitive ...
Marketing in New Normal: Embracing Changes and Transformation in Industry 4.0

Khatri, K. S.; Pande, A. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The COVID – 19 PANDEMICS has transformed the market around the world. There has been a great shift from usual marketing to digital marketing where the business has to have a purpose with it. These changes in the market ...
Impact of Brand Equity on Consumer Purchasing Behavior: Examining the Mediating Effect of Brand Love of Smart Mobile Phone Brands in Sri Lanka

Udayangi, K. A. T.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Brand Equity is regarded as a significant and essential concept for any company or industry. Specially, brand equity plays a vital role in smart mobile phone brands to survive in the industry. Many researchers had examined ...
Impact of Product Attributes on Buying Decisions within the Moderating Impact of Social Media Advertising: A Study on State Made Wooden Furnitures in Sri Lanka

Rodrigo, N. A. B. P. L.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Furniture manufacturers and retailers are trying their level best to adjust their products based on the customer preferences and demand. Consumers evaluate a product based on various attributes before purchasing. This ...
Impact of Country of Origin on Product Evaluation: Examining the Moderating Effect of Reference Groups with Special Reference to Automobile Brands in Sri Lanka

Fernando, A. L.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Due to rapid globalization and reduction in trade barriers, world markets witness entry of cross-border brands into their markets. This made consumers to be concerned the importance of the country of origin of products ...
Impact of Brand Experience on Brand Loyalty Behavior Towards Fast Food Brands in Sri Lanka: With Special Reference to Mediating Role of Brand Love

Thakshala, R. A. S.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Fast food has become one of the sought-after choices amongst many customers across the world. Having fast foods is a casual lifestyle of today’s consumer behavior globally. Customers are no longer only seeking tangible ...
Impact of Social Media Influencer Marketing on Purchase Intention: Special Reference to Skin Care Brands

De Silva, Y. S. Y.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Social Media Influencer marketing has been an ever-featured strategy by marketers since early 2000’s. With the rising cut-throat competition, social media influencers have been a common technique of promoting brands in the ...
Impact of Brand Image on Customer Loyalty Behavior: Examining the Mediating Influence of Customer Satisfaction with Special Reference to Commercial Banks in Sri Lanka

Dasanayake, D. M. I. U.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

This research focuses to examined interlinks of Brand Image, Customer Loyalty, and Customer Satisfaction referring to the scope of Commercial Banks in Sri Lanka based on empirical and practice gaps identified. This study ...
Impact of Brand Avoidance on Brand Equity: Examining the Mediating Effect of Brand Hate with Reference to Mobile Telecommunication Brands in Sri Lanka

Bandara, R. M. B. H.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Current literatures provide substantial insights on the good aspects of brand concepts, but studies on the negative aspects (brand avoidance) are very rare. Thus, this study claimed empirical gap for the concepts of Brand ...
Impact of User Generated Content on Purchase Intention Towards Boutique Hotels and Resorts in Sri Lanka with the Mediation Role of Brand Love

Wijeratne, R. V. B.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The tourism sector including hotels in Sri Lanka heavily applies digital content marketing for brand promotions. The main purpose of this research is to distinguish the relationship between User Generated Content of Travelers ...
Good Digitalization Causing Stress and Depression

Babhulkar, S. M. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The most important factor for digitalization is pandemic. This pandemic has forced many people to be in a virtual world rather than a physical world. Digitalization is something which is the solution for the pandemic. ...
Impact of Online Customer Reviews on Purchase Intention of Hotel Packages with Special Reference to Western Province Residence in Sri Lanka

Gihan, M. M. K.; Medis, L. A. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Normally consumers like to perceive more risks which associated with purchasing tourism services because they cannot easily evaluate tourism destinations and services before they make the consumption due to the intangibility ...

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