Browsing by Author "Dharmawardane, M. N. S. H."

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Impact of Below-The-Line (BTL) Tools on Investor Behaviour toward Green Investment: A Study in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Maduwanthi, M. L. P. T.; Patabendige, S. S. J.; Dharmawardane, M. N. S. H.
This study examines the impact of Below-The-Line (BTL) marketing tools on investor behaviour towards green investments in Sri Lanka, focusing on targeted strategies such as social media, direct marketing, sponsorship, and public relations. By highlighting personalised communication, BTL tools are designed to influence specific investor groups, thereby driving greater engagement with sustainable financial products. Green investments are increasingly important in addressing global challenges such as climate change, resource scarcity, and promoting sustainable practices. In this context, understanding the role of BTL tools is crucial on increasing investment in environmentally friendly and socially responsible projects. The research adopts a quantitative approach, using a structured questionnaire distributed among a sample of diverse investors in Sri Lanka to identify how BTL strategies shape their behaviour. The data collected was analysed to assess the relationships between key variables such as emotional appeal, trust, and perceived value. The findings show that there is a strong positive correlation between the use of BTL tools and interest in green investments. Social media stands out as a very effective tool for generating awareness, especially among the younger investor demographic. Direct marketing further strengthens the connection between investors and sustainable financial products by providing personalised content and clear communication. Sponsorship and public relations are complementary in building trust and credibility, especially through engagement with ethical causes and initiatives. Despite its significant findings, the study is subjected to limitations. Firstly, it focuses only on the Western Province of Sri Lanka, which limits the generalisability of its findings to other geographical regions. Potential biasness in survey responses driven by limited awareness of green investments or personal beliefs may also affect the reliability of the data. Differences in technology use across regions further limit the broad applicability of the study’s recommendations. The findings of this study offer transformative implications for financial institutions, policymakers, and marketers, filling a critical gap in the literature on the application of Below-the-Line (BTL) tools in green investment promotion. While existing research often highlights generic strategies, this study emphasises the necessity of tailoring BTL tools to align with Sri Lanka’s unique socio-cultural and economic dynamics. Financial institutions can leverage these insights to implement culturally and demographically relevant campaigns that directly address investor-specific challenges, such as limited awareness and risk perception. For policymakers, these results support the development of awareness programs that not only align with national sustainability goals but also connect deeply with local investor behaviour, fostering greater participation in green finance initiatives. Unlike previous studies, this research underscores the importance of personalisation, transparency, and emotional appeal in BTL strategies to build trust and enhance motivation among investors. Moreover, by integrating sponsorship and digital platforms with offline marketing, financial institutions can effectively fill the gaps in engagement and communication highlighted in past literature. Future research should explore the scalability of these findings in diverse international contexts, enabling a broader understanding of how customised BTL approaches can drive sustainable investment behaviour across markets.
Impact of Consumer Perceived Value on Consumer Buying Intention for Value-for-Money Fashion Brands: Moderating Role of Age in Cambodian Market
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Manarangi, K. T. A.; Dharmawardane, M. N. S. H.; Dissanayake, D. M. R.
Consumer behavior of different products and services is featured by market-based factors apart from the individual factors. The notion of customer perceived value and its influence on purchase behaviors has been examined by different authors with reference to diversified product scopes. However, research gaps have been found in terms of fashion sector buying behavior as it connects to contextual factors. Accordingly, this study addresses the purchasing intention related issues found in Cambodian market for value for money fashion brands depending on empirical and practice related issues. This study was based on a deductive method and quantitative research techniques were used to investigate the purchasing intention for value for money fashion brands in Cambodian market. This study employed convenient sampling techniques and distributed 450 questionnaires for the data collection process, but finally limited to 435 completed questionnaires for the analysis. It has analyzed the moderating effect of age for the same variable connections based on the research gaps claimed. Data was analyzed by using inferential statistical tools supported by SPSS-23 software. Results proved that different components of perceived value do have a significant effect on purchase intention towards value for money fashion brands in Cambodian market. The moderating rile of age was also proved statistically. This paper highlights dome managerial implications addressing market-related issues and practices.
Strengthening Customer Loyalty: Exploring the Role of Relationship Marketing in Sri Lanka’s Public Sector Banks
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Madusanka, B. T.; Patabendige, S. S. J.; Dharmawardane, M. N. S. H.
Customer loyalty is seen as critical to the long-term success of businesses, where relationship marketing has emerged as a key strategy used to attract, maintain, and enhance customer relationships. However, past studies have found significant differences between factors affecting customer loyalty and satisfaction between private and public sector banks, with calls for public sector banks to adopt more dynamic marketing strategies to bridge such gaps. The purpose of this study is to empirically investigate the impact of relationship marketing on customer loyalty in the context of the public sector banks in Sri Lanka. More specifically, this study examined the direct relationship between trust, commitment, communication, and conflict handling, which are seen as key attributes of relationship marketing with customer loyalty of public sector commercial banks in Sri Lanka. The study used a convenient sampling design with 384 respondents acquired through a structured questionnaire, which captured state commercial bank customers in the Colombo district of Sri Lanka. Data analysis was done using correlation and regression techniques with the support of SPSS software. The findings suggest that all four variables associated with relationship marketing significantly explain the variations in customer loyalty. These findings differ from those of past studies focusing on private sector banks that found trust and communication to be the key relationship attributes that lead to customer loyalty. This research contributes to the limited body of knowledge on relationship marketing and customer loyalty in the public banking sector. It also provides critical input to public sector bankers on avenues for strengthening customer loyalty from a customer relationship perspective.