Browsing by Author "Bandara, B.S.S.U."

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A Conceptual Review on Effectiveness of AI-generated Content on Customer Experience; Special Reference to Social Media Platforms
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Piyumali, M.; Hewapathirana, N. T.; Bandara, B.S.S.U.
This paper reviews the impact of AI-generated content on customer experience on social media platforms, focusing on automation and personalized consumer engagement with the key aspects. The review examines current literature to identify critical factors for leveraging AI technology in social media content creation, addressing both the benefits and potential drawbacks, including emotional authenticity and ethical concerns. Further, the articles that were referred from the indexed journals account for over 25 papers. When looking for the articles, the terms "generative AI," "AI-generated content," and "customer experience" were entered as keywords. In conclusion, this study's deductive approach reviews the concepts and empirical contributions. AI can enhance consumer engagement through personalized experiences and increased efficiency. However, concerns about emotional authenticity and ethical considerations need to be addressed. The study emphasizes the need for ethical AI practices and robust evaluation methodologies. The review is conceptual and may lack empirical data to support some findings. Further the findings will be changes based on the generative AI platforms as well. The paper highlights the importance of interdisciplinary collaboration to understand the interplay between AI, content creation, and consumer experiences. It emphasizes the need for ethical AI practices and robust methodologies to evaluate AI-generated content's impact on user experience.
The Effect of Brand Image on Men’s Purchasing Intention; With Special Reference to Sportswear Products in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Chathuranaga, A.A.D.K.; Bandara, B.S.S.U.
Brand image has become increasingly important for any brand in the present business context. A good brand image not only can create a clear brand differentiation but also can increase loyalty and consumer preference as well. Also the personalities developed by the brands have different gender characteristics which clearly can differentiate the products as feminine and masculine. However the researchers conducted in Sri Lankan context have not yet concentrated on how the men’s purchasing intention creates with regards to different products. Therefore this study focus on the effect of brand image on men’s purchasing intention: with special reference to sportswear products in Sri Lanka. The study was conducted within the Colombo district. A sample of 200 respondents was used and adopted simple random sampling method to select the respondents. A total of 200 questionnaires were distributed and 180 valid questionnaires were collected, the effective rate was 90%. Data was analysed using SPSS, generating frequencies for the demographic information, factor loadings in ascertaining factors necessary to establish a successful brand image, Pearson’s (r) correlations in analysing relationships and finally regression analysis to examine the predictive potential of the independent variables on the dependent variables. Findings revealed that brand image is a key component in influencing customer’s purchasing intention. However from the brand image determinants, the findings disclosed that focusing on the product benefits is the most important element in building a successful brand image. Based on the research findings, recommendations like recruiting people who are highly interpersonal skilled, trained and experienced in brand management, focusing a lot of attention on promoting product benefits, always try to use successful sporty characters as celebrity endorsement to positioned the brand in the customer mind set were made. Finally this study has provided effective conclusion regarding Sri Lankan Men’s Sportswear products market in connection with Brand Image.
The effect of green brand image on the behavioral intentions of the customers with special reference to the hotel industry in Sri Lanka.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Perera, W.S.M.; Bandara, B.S.S.U.
Today, public is increasingly worried about ecological issues. Thus, environmental management, green management and green marketing are becoming popular concepts among the business organizations which enables them to enhance their competitive edge against their rivals. Similarly in hotel industry, green practices are becoming an important tool to strategically position hotels as green hotels which enables the hoteliers to position them in a strategically strong manner compared with hotels with no green practices and their main competitors. Thus this research study examines, how can the hotels’ overall image be developed and how hotels’ branding practices can be differentiated than their rivals’ in the means of green branding deeming the concepts such as cognitive image and affective image. This research study is based on survey conducted on 100 respondents from Western province who have visited green hotels in Sri Lanka. The research findings indicate that, cognitive image positively affect the affective image of green hotels and the overall image of the green hotels. Also it proves that, affective image positively impacts the overall image. More importantly research findings confirmed that the overall image positively impacts behavioral intentions (intention to positively recommend, willingness to pay a premium and intention to revisit) of the green hotel customers.
Factors Impact on Brand Loyalty with Special Reference to the FMCG Sector in Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Dulanthi, K.K.D.R.; Bandara, B.S.S.U.
FMCG (Fast Moving Consumer Goods) industry currently has become one most emerging markets around the world. Over the past two decades FMCG industry has gradually developed from small scale business to multinational business increasing the awareness of the sector globally. FMCG products are generally perceived as faster, and safer increasing the attraction of many consumers over the world. However, Sri Lanka being one of the largest consumer in FMCG, understanding the potential and behavior of the consumers with regard to FMCG products is vital in order to enhance the industry. Current literature examines about consumer behavior towards FMCG Brand loyalty special reference to American, European and Asian (specifically China and India) contexts. Hence the aim of this study is to analyze and discuss the FMCG market and the brand loyalty in Sri Lankan context. This study was focused on recognizing the factors influencing brand loyalty reference to FMCG brands in Sri Lanka. Data were collected through a consumer survey conducted in western province deeming two major districts; Colombo and Gampaha using a stratified sampling method of 100 respondents. The findings firstly reveal that the focused on product safeness and the product trustworthiness should highly considered in developing brand trust. Secondly, setting the customer expectations correctly is more important in developing customer satisfaction. Thirdly, brand relationship shows a moderate impact due to the nature of the product. Finally the study highlights a positive impact of functionality and emotional benefits in brand evaluation.
Green Advertising Appeals of Social Media Platforms on Green Purchasing Intention
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Kulasekara, Shalini; Gayathree, Poornima K.; Bandara, B.S.S.U.
Advertising via social media platforms becoming popular recently due to vast increase of social media users. Social media users are daily exposed to variety of advertisements and this research explores how advertising appeals can encourage consumers to engage in green consumption behaviour. Construal Level Theory (CLT) was used as the based theory and observations supported by empirical findings. Abstract and Concrete appeals were identified as advertising appeals that can influence changing brand attitude towards green products, while green product knowledge plays a moderating role. The study is quantitative in nature, and a structured questionnaire was used to gather data using the convenience sampling technique. To satisfy the study's objectives statistically, the SPSSv20 statistical software was used. The Andrew Hayes process macro was employed to test the mediation and moderating effects.The results of the hypothesis testing indicate that the abstract appeal has a higher impact than the concrete appeal .At the same time, brand attitude mediates the effect between advertising appeals and purchasing intention. The green product knowledge only moderates the relationship between abstract appeal and brand attitude. Based on the findings, the researchers recommend having more abstract appeals in the marketing communication process when marketing green products to develop a good brand attitude, which will ultimately increase consumers' purchasing intention.
The Impact of Brand Equity towards the Brand Loyalty with Special Reference to Hotel Industry in Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Keerthisoma, S.U.; Bandara, B.S.S.U.
Tourists have gained positive mind set about the Sri Lanka after the civil war. Thus it will help to develop a huge demand for the country. Tourism contributes 0.6% to the country from total GDP and was one of the fasters growing sector in the country. This study focuses on recognizing the challenges faced by hotel sector when developing brand loyalty to retain the customers and gain more sustainable profits. The study will enable hotel sector of Sri Lanka to focus on opportunities that enable to enhance brand loyalty and thereby gain a competitive edge over the international rival firms. This study justifies, the impact on brand equity towards the brand loyalty. Elements of brand equity acts as the independent variable whereas the brand loyalty is the dependent variables. For this study data were collected through a consumer survey conducted in Colombo district using random sampling method of 150 respondents. The researcher used the element of the brand equity such as brand image, brand awareness, brand association and perceived quality to measure the brand loyalty. Analysis was done for the individual element of brand equity to identify the impact towards brand loyalty Results from the frequencies, mean analysis and regression analysis showed that there is a positive impact from brand image and perceived quality towards the brand loyalty of hotels in Sri Lanka. Finally, these findings were used to suggest the strategies for industry and government to fit with the consumer expectations.
The Impact of Celebrity Endorsement on Consumer Purchasing Intention .
(Department of Marketing Management, University of Kelaniya, 2016) Senarathne, B.G.S.; Bandara, B.S.S.U.
In present business and marketing context the celebrity endorsement in building brands has become a major strategy. However the impact of this celebrity endorsement needs to analyze more as it impacts on the customers in different ways. Therefore the problem of this study has centered to “celebrity endorsement and consumer purchasing intension in Sri Lanka”. Even though there are many researches conducted with regards to the celebrity advertising and celebrity endorsement. There are no sufficient empirical evidences in Sri Lanka with regards to celebrity endorsement and its impact on consumer purchasing intention. The researcher has used the quantitative method and utilized the simple random sampling to select the respondents. Thus data were collected using 200 respondents from Kiribathgoda, Kelaniya and Gampaha area. The findings show positive relationship with celebrity endorsement and consumer purchasing intention. But it is a week positive relationship. However match up congruence of celebrity endorsement has strong positive relationship on consumer purchasing intention. Based on the findings the researcher has also provided recommendations in order to develop good brands based on the celebrity endorsement which can ultimately increase the purchasing intention.
Impact of Celebrity Endorsement towards Brand Equity: With Special Reference to Carbonated Soft Drinks Brands.
(Department of Marketing Management, University of Kelaniya, 2016) Costa, M.P.C.; Bandara, B.S.S.U.
Nowadays, companies spend billions of dollars per year on celebrity endorsement to create the positive awareness for their products and brands. Most of carbonated soft drink brands tend to implement celebrity endorsement as an effective promotional tool .on the other hand the impact of the celebrity endorsement on brand equity varies from country to country according to previous research studies. But here the researcher could not found out any prior research conducted on the impact of celebrity endorsement towards the brand equity with special reference to carbonated soft drinks brands in Sri Lankan context. Thus the key purpose of this research to study the impact of celebrity endorsement towards the brand equity; with special reference to carbonated soft drink brands. In order to obtain a more reliable result, a quantitative research is carried out to investigate the topic. Descriptive statistics were used for analysis of demographic data. Correlation analysis was carried out to find out the relationship between the independent and dependent variables. According to the research findings, all the factors of celebrity endorsement (trustworthiness, expertise, attractiveness, product congruency, celebrity activation and celebrity multiplicity) have a liner relationship with brand equity .However; the level of impact of each factor is different from one another. Celebrity multiplicity and attractiveness of celebrity endorsement are most prominent factors which impact to build brand equity.
The Impact of Consumers’ Belief Factors Affecting on Attitude towards Online Advertising.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Katukurunda, S.G.; Bandara, B.S.S.U.
At present with the technological development, internet usage and online activities of people have been expanded rapidly. Hence, it has converted to a part of peoples’ ordinary activity. People spend more time on internet. Thus marketers, advertisers and companies have recognized this behavior of consumers as an opportunity to integrate internet into their marketing strategies. With this novel focus, a new concept called digital marketing, has been developed in the world. But the effect of online advertising depends on the factors that affect to customers’ attitude toward online advertising. It would not make any sense for advertisers to put effort in online advertising without identifying the impact on customers’ attitude. The purpose of this study is to examine some factors that have an influence on customers’ attitude towards online advertising in restaurant industry in Colombo. The research model of this study is based on 5 factors, namely Information, Entertainment, Credibility, Economy and Value to identify the level of impact. Random sampling technique was used to extract 150 respondents from Colombo district as the sample. Results showed the value belief factor has a low impact. Other four belief factors have moderate and high influence on customers’ attitude towards online advertising in the restaurant industry. This research study provides some insights to companies, marketers and advertising agencies that may attract current and potential consumers’ positive attitude toward online advertising.
The Impact of Customer Perception on Purchasing Intention of Banking Industry in Sri Lanka.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Rohan, G.R.; Bandara, B.S.S.U.
Consumer banking is very famous in every business markets all over the world. In this study, the researcher has studied the impact of how customer perception has impact towards banks on purchasing intention. There are two main objectives of this research as, (1) to understand the perception on banks and its impact to purchasing intention. And to examine how far socio-economic factors effecting to the consumer perception and to inquire factors which influence to dealing with banks. This research used secondary data collection methods to identify operational and service value of fincial products and then used survey method with a standard questionnaire to obtain necessary primary data to accomplish the objectives. Study identified three major operational and service values that impact on customer perception towards banks as customer’s reliance, customer’s value and safety value. Result of the study show that opinion & the direction of the manager as the most impacting value on increasing the purchasing intention of banking services. Also this paper provides an understanding of different factors that affect consumer perception on general banking activities.
Impact of Multichannel Brand Trust on Behavioral Intention
(Staff Development Center, University of Kelaniya, 2015) Bandara, B.S.S.U.
Purpose- trust and commitment are major tents for a successful relationship with the customer. This is vital in both offline and online retailing spheres. Even the customer have interact with retailors face to face in an offline environment it is more difficult to build trust on brands. This makes even more when the brands deal in an online environment where the consumer cannot physically see the product or feel the service. Therefore this paper aims to study the combine effect of both online and offline brand trust towards the behavioral intention. The researcher of the study has utilized the well-known Commitment-Trust theory to establish the relationships and thus it will further advance the theory by examining the multichannel effect which in previous studies have only examined this in different channels separately. Design/methodology/approach- the researcher used validated scales from previous research and modified it to match the context which this study takes place. Further to validate the modified questions a pilot study will be conducted. Analysis will be done by using descriptive tools and a comprehensive description of the analysis will also be done
The Impact of Product Portfolio Composition on Corporate Brand in FMCG Industry; with Special Reference to Sri Lanka
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Dias, K.M.G.M.H.; Bandara, B.S.S.U.
Most of large FMCG companies recently focus on corporate brand activities in internationally as well as locally. As a result of that customers becoming aware about the company behind the multiple product brands. There is a huge competition in the FMCG industry, therefore companies use to adopt different strategies to face the competition. Corporate branding is one tool undertaken by the big FMCG companies. Thus the objective of this paper is to understand the impact of multi product brand or different product portfolios on customer’s evaluation of corporate brand practically in Sri Lanka. The paper aims at investigating how corporate brand influenced by different product portfolio compositions in practical context. Mainly these portfolio composition divided into categories homogeneous and heterogeneous portfolio. When develop these portfolios researcher considered real world FMCG environment and investigated its behavior. For this purpose, 200 respondent were selected by using multi stage mix sampling method. The data analysis covered correlation and regression by using the 20.0 of SPSS package. Results revealed that product portfolio composition and corporate brand has positive correlation, especially for homogeneous portfolios. It has identified that the high fit product portfolios or similar range of product portfolio developing FMCG Company has a strong relationship with corporate brand rather diversified product portfolio manufacturing companies (LF).
An Investigation of Factors Influencing Customer Purchase Intention of FMCG Products with Special Reference to Growing Up Milk Powder.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Weerakkody, S.A.A.; Bandara, B.S.S.U.
The Brain development of a human takes place during the period of 1- 5 years out of which 80% of the brain development gets completed at the age of 3 years according to scientists. Up to 90% of the brain growth and development completed at the age of 5 years. This is a critical time-period to provide proper nutrition and brain stimulation to help optimum brain growth and development of kids. The growing up milk formulas are specialized for this segment of the market which serves the nutritional supplementation for children between 1-5 years of age which supports the brain growth, overall growth and the immunity development. Thus this research is to find factors that influence customer purchase intention of FMCG products with special reference to growing up milk powder (GUMP) and to identify the marketing mix elements (i.e. Product motive, Price motive, Place motive, promotional motives) which create a customer purchase intention towards a growing up milk powder and the relationship between those elements.The data were gathered from a self-administrated questionnaire and through the analysis and hypothesis tests it was revealed that there is a significant relationship between marketing mix elements towards the customer purchase intention towards a GUMP product. Further analysis highlighted marketing mix elements which has higher significance towards the purchase intention such as product related elements (Ingredients, Food safety, Nutritional value, smell, taste and flavors) over availability or price factors. With relevance to the promotions the impact of ATL was identified lower impactful compared to BTL promotions like recommendations through doctors to trigger a purchase intention towards a growing up milk products.
Learning through Failures Case of Reviewing Strategy & Execution Yamaha - Out Board Market (OBM Market)
(Staff Development Unit, Faculty of Commerce & Management Studies, University of Kelaniya, 2015) Dissanayake, D.M.R.; Bandara, B.S.S.U.
Associated Motorways (AMW) was founded by Cyril De Soya in 1949 and was initially engaged in re-trading used tyres. He initiated the concept of attaining the maximum use of Sri Lanka's natural rubber, through home-grown manufacture, in conceiving the idea of tyre rebuilding and the manufacture of rubber goods. Later, the company gradually began to import new automotives and related products through agreed tie-ups with some of the world’s leading automotive manufacturers. Following a period of growth, the company was listed on the Colombo’s Stock Exchange in 1969. In 1981, the company secured the agency for Yamaha motor-cycles, and in 1992 signed an agreement with Maruti Udyog of India. Since then, AMW has secured distribution agreements for Yamaha marine products, Gizmo/Effie mopeds, Renault automobiles, Eicher commercial trucks and Piaggio auto-rickshaws. The company also secured an authorized dealership for Suzuki automobiles in June 2006. Since 2003, AMW has maintained its position as the country’s leading distributor of new passenger cars. Most of the brands represented by AMW are among the most sought after in the domestic market. In 2005, AMW accounted for around 31% of total passenger car registrations, of which Maruti alone made up about 26%. In 2006, AMW’s total revenues and operating profits amounted to LKR 8,983mn and LKR 954mn respectively, of which approximately 65% was derived from the sale of passenger cars. The company is also the sole distributor for Yamaha motor-cycles and outboard-motors, Eicher heavy vehicles and has several other manufacturing interests.
Service Quality and Patients’ Satisfaction (With Special Reference to Hemas Capital Hospital (Pvt) Ltd Thalawathugoda
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Kumara, Y.P.D.; Bandara, B.S.S.U.
Private healthcare sector has become most competitive and fast growing service sector in the present business world. In hear quality is the most important icon and most of the patients as customer evaluate the private healthcare organization services base on the quality of services which they are offered. Most of the private healthcare organizations are paying their attention to provide quality service to attract patients and improve their satisfaction. But some are going to generate only income through the various ways. On the other hand providing good quality healthcare service to patients is the key success factor for any private healthcare organization .To build the good healthcare brand and survive in the healthcare market for longer period of time ,always patients should be satisfied with the services which is offered by the private hospitals .Therefore private healthcare organizations have to provide quality service for their patients .Within the literature background, this research paper focus to identify the impact Service Quality And Patients’ Satisfaction in Thalawathugoda Hemas Capital Hospital. So in hear hospital patients were selected as the population. Sample size of this study was 100 and convenience sampling method was used to select the respondent, Survey method was used as the research strategy and a self-administered, standard structured questionnaire was distributed among respondents to collect data for the study. Hypotheses were tested by using correlation analysis and results showed there was a positive relationship between service quality and patient’s satisfaction in Thalawathugoda Hemas capital hospital.