Browsing by Author "Dissanayake, D. M. R."

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Application of Emotional Advertising Appeal on Consumer Brand Trust towards Consumer Electronic Brand Sector: Examining the Mediating Role of Attitude towards Advertisements
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Madhushani, V. I.; Dissanayake, D. M. R.
The study investigates the influence of emotional advertising appeal on consumer brand trust within Sri Lanka's burgeoning consumer electronics sector, a domain seeing heightened usage, particularly in Colombo. Despite this, the impact of emotional advertising appeal on brand trust remains underexplored in Sri Lanka. Thus, this research aims to delve into this relationship, specifically examining the mediating role of attitude toward advertising. Drawing from an extensive literature review, a conceptual framework was developed. The hypotheses were tested using regression analysis, while the convenience sampling method was used to analyse data from 272 respondents who recently purchased or searched for consumer electronic items in Sri Lanka's Western province. The analysis was assisted by the SPSS 23 version. Results reveal a significant impact of emotional advertising dimensions (humor and romance appeal) on brand trust. Notably, the study reveals the mediating effect of attitude toward advertising in linking emotional advertising appeal to brand trust. There is still a need for more research into the effect of emotional advertising appeal on brand trust and attitudes toward advertising in the Sri Lankan context. Additionally, the paper discusses managerial implications and suggests avenues for future research, contributing novel insights to the field.
Customer Shopping Value on Brand Loyalty: Mediating Role of Customer Satisfaction: A Study on E-Commerce Industry in Western Province, Sri Lanka
(2024) Madushika, R. A. L.; Dissanayake, D. M. R.; Udovita, Viduni
This study explores the impact of customer shopping value on brand loyalty within Sri Lanka's burgeoning e-commerce sector, emphasizing the roles of utilitarian and hedonic values. Utilizing a positivist philosophy and deductive approach, authors have collected and analyzed data from 384 respondents in the Western Province. The findings confirm that both utilitarian and hedonic values significantly influence brand loyalty, with customer satisfaction mediating this relationship. The study highlights the need for e-commerce managers to prioritize both functional and experiential aspects of shopping to foster loyalty. Future research should expand this investigation across various industries, demographic groups, and technological contexts, considering additional mediating and moderating factors such as trust, security, sustainability, and corporate social responsibility. These insights will help develop targeted strategies to enhance customer satisfaction and brand loyalty in diverse settings.
Effect of Facilitating Conditions on Intentions and Actions Towards Digital Banking Adoption: A Multivariate Analysis
(Faculty of Commerce and Management Studies University of Kelaniya, Sri Lanka, 2020) Nayanajith, D. A. G; Dissanayake, D. M. R.; Weerasiri, R. A. S
Organizational infrastructure consisting of institutional structure, practices, processes and technical infrastructure which encompasses physical IT assets, operating systems & firmware, data storage, and security related to IT infrastructure significantly affect acceptance of innovative digital technology by the customers. In this context, present research examines the significance of facilitating conditions towards intentions and actions of digital banking adoption in the context of Sri Lankan commercial banks. Sample was drawn from the students of University of Kelaniya, who possess digital banking facilities. Duly completed questionnaires totaling to 268 were considered for data analysis. Unified theory and theory of reasoned action have been adopted and dimensions of the variables were measured by five-point likert scale. MANOVA, ANOVA with contrast tests and discriminant function analysis were also used as analysis tools. Empirical evidence supported the hypotheses indicating the significance of facilitating conditions whilst specifying the importance of organizational infrastructure, in particular. Restrained sample selection and using only a quantitative method were limitations of the present study. Nevertheless, findings of the research would be beneficial in uplifting the status of digital banking adoption in Sri Lanka amidst the prevalence of COVID-19 pandemic which hindered the growth of the entire banking sector. Multivariate analysis and incorporation of related models/variables would contribute towards originality of the study. Similarly, future research could be performed in different contexts by integrating interrelated models and variables seeking novel findings.
Effectiveness of Brand Personality on Brand Loyalty of Fashion Brands in Sri Lanka: Investigating the Mediating Effect of Customer Satisfaction
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Vithana, H. V. D. S.; Dissanayake, D. M. R.
In the fashion industry, the impact of brand personality on brand loyalty has become a critical area of study. While prior research has explored this relationship, less is known about the mediating effect of customer satisfaction in this relationship within the fashion industry. Therefore, this research investigates the influence of brand personality on brand loyalty in the Sri Lankan fashion industry, emphasising the mediating role of customer satisfaction. Utilising a quantitative research design, a structured questionnaire gathered data from 387 Sri Lankan consumers. Through regression analysis with SPSS 23, the study explored the relationships between brand personality dimensions (sincerity, excitement, competence, sophistication, and ruggedness) and brand loyalty, with customer satisfaction as a mediator. Results reveal a significant impact of brand personality on brand loyalty, with 'Ruggedness' and 'Excitement' emerging as key drivers through the mediation of customer satisfaction. These findings highlight the importance of fostering positive brand personality to enhance customer satisfaction and, subsequently, promote brand loyalty in the Sri Lankan fashion industry. The practical implications extend to brand managers, suggesting that strategies focused on improving customer satisfaction and crafting a compelling brand personality can contribute to heightened brand loyalty. Furthermore, the study recommends future research to explore cultural nuances influencing the relationship between brand personality and brand loyalty across diverse markets.
Effectiveness of Celebrity Credibility on Brand Equity of Cosmetic Brands in Sri Lanka: Examining the Mediating Role of Brand Credibility
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Dissanayaka, W. A. D. A. D.; Dissanayake, D. M. R.
This study aims to analyse the growing world of cosmetics by focusing on how celebrity credibility impacts brand equity. This research specifically investigates the effectiveness of celebrity credibility on the brand equity of cosmetic brands by examining the mediating role of brand credibility. Based on empirical evidence and applying the Associative Network Memory Model, the study analyses the link between a celebrity's credibility and a cosmetic brand's equity. It also examines how the credibility of the brand itself mediates this relationship. The brand signaling theory provides a framework for understanding this dynamic. Data was collected through an online survey with 385 participants from Sri Lanka, using convenience sampling. The researcher has used SPSS 23 version to do the analysis and used methods like exploratory factor analysis and multiple regression, uncovering a positive link between celebrity credibility and brand equity. This study is insightful for managerial implications, showing how celebrity credibility can be a powerful tool for boosting a brand's equity in cosmetic brands. The researcher has shown that, to enhance brand equity, celebrity endorsers should possess attractiveness, trustworthiness, and expertise. However, it is important to note that the study's conclusions are based on data from a specific group of Sri Lankan consumers and may not apply universally. Future research could explore these dynamics with a broader range of products and celebrities to enhance the generalisability of the findings.
Factors Affecting on Adoption of E- Banking Services in Sri Lanka with Special Reference to the Commercial Banking Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Kumara, R. D. I. S.; Dissanayake, D. M. R.
This study examines the influence of perceived behavioral control, subjective norms, perceived usefulness, and perceived ease of use on the adoption of e-banking in the Sri Lankan commercial banking industry. The sample comprised individuals who use commercial banks' e-banking services. Initially, 500 questionnaires were distributed, with 385 appropriately completed responses utilized for the final data analysis. The investigation employed a theoretical framework based on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) to explore the factors influencing the adoption of e-banking services and their effects. Hypotheses were tested using correlation analysis, multiple regression analysis employing a hierarchical approach, and diagnostic tests for outliers, residuals, and influential cases. Additional statistical tests, including trend analysis and contrast tests of ANOVA, were conducted to analyze demographic characteristics, particularly focusing on respondents' income levels. The study validated four primary hypotheses, demonstrating significant correlations between e-banking adoption and perceived usefulness, subjective norms, perceived behavioral control, and perceived ease of use. It was also found that variations exist in e-banking adoption concerning several demographic factors. Limitations of the study include time constraints and a restricted sample selection. However, the novelty of the research lies in the extension of TAM and TPB within the context of the current research setting.
Factors Influencing the Switching Behavior of Mobile Telecommunication Service Consumers in Sri Lanka (Colombo District)
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Liyanage, T. D. S.; Dissanayake, D. M. R.
Consumer switching is a major issue for mobile telecommunications service providers, and marketers must understand why customers want to switch from one mobile telecommunications provider to another. Alongside, this study addresses the main requirement of investigating the factors that influence mobile telecommunications consumers' switching behavior in the Western Provinces of Sri Lanka. A conceptual framework was developed to investigate the impact of independent variables on switching behavior with empirical evidence, and the questionnaire was the main research tool. The study was based on 360 respondents from the Western Province, followed by the convenience sampling method, which falls under non-probability sampling. It employed SPSS -23 software to analyze the data. Analysis was done by using regression analysis. According to the results, mobile telecommunication service providers have a high level of switching behavior, and drivers such as network quality, technology changes, switching cost, core service failure, and attraction towards competitors influence the switching behavior of mobile telecommunication consumers in Sri Lanka. Finally, the paper presents the managerial implications considering factors that cause consumers to switch mobile telecommunications providers.
Impact of Brand Avoidance on Brand Equity: Examining the Mediating Effect of Brand Hate with Reference to Mobile Telecommunication Brands in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Bandara, R. M. B. H.; Dissanayake, D. M. R.
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 Avoidance, Brand Equity and Brand Hate. With reference to the practice gaps found in the context of telecommunication industry in Sri Lanka, this study was carried by employing a deductive approach to investigate how brand avoidance impacts on brand equity as the main notion. This study tested on four major mobile telecommunication brands in Sri Lanka by using a quantitative method. The sample was identified within the Western Province of Sri Lanka by collecting 257 respondents employing convenience sampling method. It followed a regression analysis and several pre statistical analyses were done through SPSS version 26 to test the hypotheses. The findings demonstrate a negative but a significant impact of Brand avoidance on Brand Equity. It further elaborates that Brand Hate mediates the impact of Brand Avoidance on Brand Equity. The findings contribute to managerial aspects to mitigate brand avoidance and make healthy brand equity in the challenging business environment.
Impact of Brand Equity on Consumer Purchasing Behavior: Examining the Mediating Effect of Brand Love of Smart Mobile Phone Brands in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Udayangi, K. A. T.; Dissanayake, D. M. R.
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 brand equity of brands including mobile phone category to investigate how it does impact on buying behaviors. As it highlights in empirical investigations, concept like brand love plays a significant role in brand related behaviors. However, there are research gaps claimed to further examine the interlinks of brand equity, buying behavior and brand love in different product scope including mobile phones. Alongside, this study aims to investigate the impact of brand equity on purchase behavior whilst brand love is studies as a mediating effect supported by research gaps. As this study is quantitative in nature, primary data has been gathered through a structured questionnaire. Study population is unknown, and it was tested by collecting data from 271 respondents through convenient sampling method under non-probability sampling technique. The data analysis was assisted by using Statistical Package for Social Science (SPSS) version 26. Hypotheses were tested by using inferential statistical tools in line with the assumptions. The results indicated that there is a positive and significant impact of brand equity on consumer purchasing behavior while brand love mediates the impact of brand equity on consumer purchasing behavior. Thus, brand equity plays a crucial influence on how people consume and purchase a smart mobile phone brand. The conclusion of this study will greatly assist companies in the smartphones market to develop brand equity related strategies including marketing promotion methods. Paper has recommended managerial implications considering emotional branding strategies described in brand love.
Impact of Brand Experience on Brand Loyalty Behavior Towards Fast Food Brands in Sri Lanka: With Special Reference to Mediating Role of Brand Love
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Thakshala, R. A. S.; Dissanayake, D. M. R.
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 benefits, but also intangible benefits such as unique experiences out of the brands. However, few studies had examined how impact brand experience on brand loyalty in the different industries. Thus, this study aims to measure impact of brand experience on brand loyalty behaviour towards fast food brands in Sri Lanka whilst examining the mediating role of brand love in line with the research gaps claimed. Framework of this study was tested on main fast-food brands which are currently operating in Sri Lanka followed by a quantitative approach. A survey was carried out and 218 responses were collected based on a convenience sampling method. Multiple and Simple Regression analysis was applied by using SPSS 26 software package. Findings revealed that brand experience influences brand loyalty with mediating effects of brand love. Furthermore, results indicate that the brand experience had a significant impact on brand loyalty where brand experience had significant impact on brand love as well. The mediating effect of brand love was tested and supported. The findings and discussion of this paper contribute managerial implications to develop brand experience resulting brand loyalty behavior towards fast food brands in Sri Lanka.
Impact of Brand Image on Customer Loyalty Behavior: Examining the Mediating Influence of Customer Satisfaction with Special Reference to Commercial Banks in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Dasanayake, D. M. I. U.; Dissanayake, D. M. R.
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 investigates how brand image impacts on customer loyalty behavior of the commercial banks in Sri Lanka with a clear set of research gaps to contribute new knowledge to the said context. Based on a review of literature, this study develops an integrative model, and that was tested using data collected from 240 respondents of their favorite brands through an online survey. In this study, researchers adopt a quantitative research design with a deductive research approach and convenience sampling method had been used for the data collection. It applied SPSS 26 software for statistical analysis. The findings reflect that brand image has a significant impact of customer loyalty behavior. The result further demonstrates that customer satisfaction mediates the relationship between brand image and customer loyalty with positive and significant effects. The findings contribute to make decision on enhancing the customer loyalty of Commercial Banks through impact of brand image and mediating effect of customer satisfaction. Finally, it recommends some strategies to enhance Customer Loyalty in the Commercial Banks industry.
Impact of Brand Personality on Brand Affect Towards Cosmetic Brands: with Special Reference to Youth Segment in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Aluth Gamage, A. G. D. R.; Dissanayake, D. M. R.
The concept of brand personality is the set of human characteristics related to a brand whilst the concept of brand affect refers to consumers’ overall favorable or unfavorable evaluation of a brand. Studies prove the link between these two concepts while managerial implications are found in different product scopes. However, the impact of brand personality on brand affect has been a claimed empirical gap in the literature. Meanwhile, the cosmetic industry is referred in few studies mentioning further investigations are required to address the industry- related issues within the scope of branding and consumer behavior. Therefore, this research study has been based on the empirical and managerial gaps investigating how brand personality influences brand affect with special reference to the cosmetic industry of Sri Lanka with a special focus on the youth segment. This study has been carried out as a deductive study, and a quantitative method has been used. The convenience sampling method was employed, and the sample was 160 respondents covering the Western province. Researchers used the online option to contact the respondents due to the prevailing Covid-19 pandemic situation. The data analysis was assisted by Statistical Package for Social Science (SPSS) version 23. The findings revealed that there is a positive relationship between brand personality and brand affect. It has presented the descriptive analysis mentioning how the sub-dimensions of brand personality are linked with brand affect. This research Study presented the managerial implications by highlighting the importance of brand promotions and activation strategies to develop the perceived brand personality to result in brand affect.
The Impact of Consumer Brand Relationship on Brand Evangelism: Examining the Moderating Effect of Brand Loyalty with Special Reference to the Mobile Telecommunication Service Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Adikari, A. A. N. M.; Dissanayake, D. M. R.
In response to the research gaps identified within the telecommunication sector, this research paper aims to analyze the impact of consumer-brand relationships on customer brand evangelism. The study examines how Brand Loyalty acts as a moderating factor between the dependent and independent variables. An integrative model was developed based on a review of the literature and tested using data collected from 378 respondents residing in the Western Province of Sri Lanka through an online survey. Data analysis was conducted using the Statistical Package for Social Sciences (SPSS) version 25. The findings reveal a positive and significant impact of Consumer-Brand Relationships on Brand Evangelism, with the exception of brand salience. Additionally, Brand Loyalty was found to moderate the relationship between Consumer-Brand Relationships and Brand Evangelism, demonstrating positive and significant effects. These findings enhance the understanding of the value-enhancing potential of mobile telecommunication services, address existing gaps, and illustrate how customer Brand Loyalty influences brand evangelism.
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.
Impact of Country of Origin on Product Evaluation: Examining the Moderating Effect of Reference Groups with Special Reference to Automobile Brands in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Fernando, A. L.; Dissanayake, D. M. R.
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 which affects consumers' product judgements. Personal experiences, brand names, advertising and packaging are used to make implicit and explicit references to a country. Previous studies had investigated the effect of COO on consumer behaviors. This study aims to measure the impact of COO on automobile evaluation and effect of informative and normative influence on product evaluations on par with the research gaps claimed. A survey was carried out among 221 respondents followed by a convenient sampling method. The Regression analysis and Hayes process model were incorporated in order to test the hypotheses. The findings proved that there is a significant relationship between COO and product evaluation. It further explicated that Reference Groups have a significant moderating effect on the relationship between COO and product evaluation. The findings will be insightful for consumer durable importers in general and specifically for automobile industry to improve COO perception on foreign-made vehicle brands. Alongside, this study contributes managerial implications as one of the very few studies conducted on the impact of COO towards automobile brand evaluation in the Sri Lankan context.
Impact of Customer Shopping Value on Brand Loyalty: Examining the Mediating Effect of Customer Satisfaction: With Special Reference to the E-Commerce Industry in Western Province of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Madushika, R. A. L.; Dissanayake, D. M. R.
In recent years, consumer visiting patterns on E-Commerce websites have undergone significant changes due to the expansion of the E-Commerce industry, resulting in heightened competition within the sector. Consequently, marketers are increasingly adopting customer shopping value strategies to influence consumers' brand loyalty. This study aims to investigate how customer shopping value affects brand loyalty within Sri Lanka's E-Commerce industry. The literature review indicates a generally positive perspective on this relationship, although some controversial arguments also exist. Additionally, there are a few studies that have explored the mediating impact of customer satisfaction in this context. A deductive method was employed in this study, with primary data collected using a standardized questionnaire. A total of 425 questionnaires were distributed, and 389 responses were obtained via an online survey. The findings revealed a positive impact of customer shopping value on brand loyalty. Furthermore, the study demonstrated that the relationship between customer shopping value and brand loyalty is mediated by consumer satisfaction. SPSS version 26 was utilized as the primary statistical tool for conducting regression and correlation analyses. The study concluded with recommendations and identified potential areas for future research, which are anticipated to be valuable for both marketers and researchers.
Impact of E-Brand Trust on E-Loyalty towards Online Fashion Clothing Industry in Sri Lanka: Mediating Effect of E-Satisfaction
(Kodithuwakku, M. T.; Dissanayake, D. M. R. (2021), Impact of E-Brand Trust on E-Loyalty towards Online Fashion Clothing Industry in Sri Lanka: Mediating Effect of E-Satisfaction, 5th Student Research Conference in Marketing (SRCM 2021), Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka. Page 42, 2021) Kodithuwakku, M. T.; Dissanayake, D. M. R.
The dynamic consumer preferences have pushed the fashion industry for innovative solutions resulting in online platforms for shopping purposes are rapidly emerging. Alongside, the fashion industry has developed a strong position in online platforms where consumers tend to purchase more often from online platforms. However, the consumer behavior in the online fashion clothing industry hasn’t been tested under E-Brand Trust and E-Loyalty in literature. Hence researching this area will broaden the knowledge on the concepts and the industry as well. The study is focused on examining the impact of e-brand trust on e-loyalty towards online fashion clothing industry in Sri Lanka with the mediating effect of e-satisfaction”. This study employed a quantitative research design and deductive approach. The convenience sampling method was used to select the sample of this study, and 410 respondents were selected as the sample. Through conducting an online survey, data was gathered under structured questionnaire to measure main concepts of the study. The data analysis was assisted by using Statistical Package for Social Science (SPSS) version 23. The findings revealed that there is a significant relationship between e-brand trust and e-loyalty with the mediating impact of e-satisfaction. The study results stated that the managers should pay a lot of attention for all the dimensions of e-brand trust: security, privacy, brand name, word of mouth, quality of information, and good online experience.
Impact Of Emotional Intelligence On Salesforce Management: An Empirical Review
(International Journal of Research in Commerce and Management Studies, 2020) Paul, B. S.; Dissanayake, D. M. R.
No matter what grandiose strategies organizations may have, its success ultimately depends on the execution by the frontline, mainly the Salesforce. Selling and the related processes of an organization directly impact to overall financial performances. As per empirical studies reveal, Salesforce has been transforming with digital edge. Integrating technology into Salesforce management has been a significant trend in the present world. One of the critical concepts applied in Salesforce management is emotional Intelligence (EI). But still arguments are found claiming the issues and challenges faced within when it refers to execution excellence of EI with Salesforce management strategies. In accordance, this paper followed an extensive literature review as the main instrument to address the purpose of investigating how EI interconnects with Salesforce management contexts. It further attempted to investigate the related concepts, theories and practices found within the scope of EI whilst specific attention is made on Salesforce. Paper followed literature review as the main research instrument and industry related insights and empirical contents were discussed accordingly. This study specifically refers different industries and country contexts to explain the relevance of EI in managing Salesforce for higher performances. Paper presents some empirical thoughts and discussions with explanations providing practice related decisional inputs for the managerial implications. Finally, it concludes future research directions denoting to industry specific matters and empirical suggestions.
Impact of Green Brand Awareness on Green Consumerism with the Examination of the Mediating Effect of Green Trust with Special Reference to FMCG Industry in Sri Lankan Context
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Liyanage, W. H. N. B.; Dissanayake, D. M. R.
Green marketing practices and strategies have been widely adopted by various industries, yet challenges persist regarding their effectiveness. Research gaps have emerged, particularly concerning investigations into green branding applications across different product contexts. Consequently, the primary objective of this research article is to analyze the influence of green brand awareness on green consumerism and to discuss the mediating role of green trust, specifically within the FMCG industry in Sri Lanka. Drawing from the literature, this study develops an existing Green Brand-Equity Model, testing the relationship through a structured questionnaire survey comprising 23 questions, involving 197 respondents aged 20 to 59. This research adheres to a positivist research paradigm and employs a deductive approach to examine the facts using the developed models and theories. The findings reveal a significant positive impact of green brand awareness on green consumerism and further indicate that green trust significantly mediates the effect of green brand awareness on green consumerism. Additionally, the results validate the developed model for future studies, offering managerial implications for industry applications.
Impact of In-Store Atmosphere on Consumer Perception at Modern Trade in Sri Lanka: Examine Store Format as Moderating Variable
(Bhagya, R. M. H.; Dissanayake, D. M. R. (2022), Impact of In-Store Atmosphere on Consumer Perception at Modern Trade in Sri Lanka: Examine Store Format as Moderating Variable, 7th Student Research Conference in Marketing (SRCM 2022), Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka. Page 32, 2022) Bhagya, R. M. H.; Dissanayake, D. M. R.
With the implementation of open economic policies in 1978, Sri Lanka's retail sector has undergone a significant transformation from traditional to modern retailing. However, marketing strategies within the modern trade sector still face issues with effectiveness. The primary objective of this research was to examine the extent to which in-store atmospheric elements impact consumer perception in modern trade in Sri Lanka, while also investigating the moderating effect of store format. A sample of 384 respondents from the Western Province was obtained through a survey method. Data was collected using a structured questionnaire in this quantitative study. The analysis was performed using the Statistical Package for Social Sciences (SPSS), version 21. The results revealed that ambient, promotional, and social factors significantly impact consumer perception, while the design factor does not. Furthermore, the analysis concluded that store format does not significantly moderate the relationship between in-store atmosphere and consumer perception in modern trade. Final interpretations and recommendations were developed based on these key findings.