Celebrity endorsement is a widely used marketing communication and brand building option found in different markets and product scopes. Most of empirical studies are found examining the effectiveness of celebrityendorsement ...

Impulsive buying is a common phenomenon in consumer behavior and previous studies found that it has a direct bond with cognitive dissonance. However, the nature of the relationship could not be generalized to each circumstance. ...

The pharmaceutical industry in Sri Lanka has become very competitive and among its main product categories Multivitamin and Mineral Preparations (MMPs) which consist of collection of vitamins and Minerals, have become ...

organic food industry currently has become one. most emergmg markets around the world. considering the recent economic growth in Sri Lanka, agricultual sector inclusive of organic food industry, holds a significani ...

Making products that cater to the requirements of emerging and new markets may help businesses all around the world. The concept of frugal innovation has resulted in many successful products for various markets that save ...

Research studies related to ethical consumerism has been gaining increasing attention in the last decade due to growing importance with environmental pollution. Research studies pointed out a gap between ethical consumers’ ...

Personal grooming is one of the fast growing markets in anywhere in the world whereas huge brand completion is noticed at a hype even in Sri Lanka. The foreign makeup products brands found in local market is evidence in ...

The purpose of the research is to examine the impact of brand equity on purchase intention on Mobile connection service provider in Sri Lanka. For the selected sample which is from the Colombo and Gampaha districts, 300 ...

Industrial sector organizations require some specific focus when developing brands to their institutional and domestic customer segments. Brand trust plays a significant role when it comes to establishing strong brand ...

Telecommunication corporations are in a constant race to increase profits, retain their customers and gain new customers like never before. Customer Relationship Management (CRM) is aimed at building strong long-term ...