Please use this identifier to cite or link to this item: http://repository.kln.ac.lk/handle/123456789/18431
Title: Influence of Service Brand Communication on Consumer's Psychology: With Special Reference to Consumer Attitudes on the Private Professional Educational Institutes in Batticaloa District.
Authors: Kishokumar, R.
Kishomigah, S.
Keywords: Service Brand
Communication
Consumer's Psychology
Issue Date: 2017
Publisher: 8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka.
Citation: Kishokumar, R., and Kishomigah, S. (2017). Influence of Service Brand Communication on Consumer's Psychology: With Special Reference to Consumer Attitudes on the Private Professional Educational Institutes in Batticaloa District. 8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka. p.61.
Abstract: Service Brand Communication plays a crucial role in determining the Consumer’s Psychology towards the brands, which is useful for businesses and it provides value to consumers as well. This study examined whether Service Brand Communication has an influence on Consumer's Psychology in Private Professional Educational Institutes as research problem. Personal Interactive Communication and Marketing Mix Communication are considered as the measurement variables of Service Brand Communication. Meanwhile Cognitive Attitude, Affective Attitude and Behavioral Intension are considered as the measurement variable of Consumer's Psychology.200 students from 07 Private Professional Educational Institutes in Batticaloa District have been selected as the sample based on the stratified proportionate random sampling method for this study. Findings have shown that there is a strong positive relationship between Service Brand Communication and Consumer's Psychology. Furthermore, it was found that the Service Brand Communication significantly influences the Consumer's Psychology. Results of this study suggest that the Service Brand Communication is important to examining the dispositional source of Consumer's Psychology.
URI: http://repository.kln.ac.lk/handle/123456789/18431
Appears in Collections:ICBI 2017

Files in This Item:
File Description SizeFormat 
61.pdf238.04 kBAdobe PDFView/Open


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.