Browsing by Author "Dissanayake, R."

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Brand Activation: A Review on Conceptual and Practice Perspectives
(Published by Canadian Center of Science and Education, 2018) Dissanayake, R.; Gunawardane, N.
empirical studies claim brand activation is inline within the scope of event marketing. As per some arguments, brand activation finds itself imprecise foundation to explain its theoretical foundation. Supportively, studies are highlighting theoretical and empirical scant in examining influence of brand activation though practices are extendedly found. Alongside, this paper attempts to review the notion of brand activation in relation to empirical explanations, cases and its presence in different scenarios. Authors followed literature review as the main research strategy whilst specific attention was made to Asian market context in explaining cases and practices. Accordingly, paper investigates the concept of brand activation in relations to different scopes including branding, consumer behavior whilst digital or viral marketing platforms are also referred. Authors discuss the influence and association of brand activation with reference to different scenarios and cases directing future research requirements. Paper concludes research propositions in line with the empirical justifications encouraging future research priorities.
A Case of persistent portal hypertension following ligation of a large porto - systemic shunt during cadaveric donor liver transplantation
(Sri Lanka Medical Association., 2020) Siriwardana, R.C.; Shanthanayagam, N.; Gunetilleke, M.B.; Weerasuriya, A.P.; Niriella, M.A.; Dassanayake, A.S.; Dissanayake, R.
No abstract available
A child with intravenous immunoglobulin-resistant Kawasaki disease who responded to intravenous methyl prednisolone
(Sri Lanka College of Paediatricians, 2019) Kankananarachchi, I.; Wickramasinghe, P.; Fernando, M.; Pussagoda, K.; Dissanayake, R.; Morawakkorala, R.; de Silva, H.
No abstract available
A Comparative Study on the Novel "Giraya" by Punyakante Wijenaike and its Sinhalese Translation by Ceryl C. Perera
(Department of Linguistics, University of Kelaniya, Sri Lanka, 2016) Dissanayake, R.; Gunasinghe, M.P.D.
Translation is the process of reproducing the source text in another language. Translations can be mainly categorised as technical and non-technical translations. The Translation of literary texts which belong to the category of non-technical translations, are basically identified as a challenging task mainly because of the difficulties in handling the language. Mostly, these issues arise when translating a text which belongs to a different cultural context. Translating the cultural terms is indeed a challenging task. Nonetheless, if the translation is done in the very same context of the source text, the task of the translator becomes much easier. The aim of the study is to analyse the way that language has been used in the two texts Giraya by Punyakanthe wijenaike and its translation by Cyril C. Perera. Data were collected from the two books Giraya and its translation. Here, the author of the source text has used the original cultural terms which appear in Sinhalese, without translating them into English. Thus, translating the particular source text is easier as the cultural background, cultural terms and the characters belong to the same local context of the target language. Though the translators encounter several complications due to both language and cultural barriers, translations within the same cultural context are less intricate than translations within two different backgrounds.
Determinants on Creativity towards Organizational Innovations: An Exploration on Literature Review
(Faculty of Graduate Studies, University of Kelaniya, 2015) Wasantha, N.; Dissanayake, R.
Creativity and implementation are two identical activities of an innovation process which is determined by different antecedents. Both earlier research and more recent efforts have treated creativity and implementation as indicative of the highlighted concepts. Group characteristics, job requirements, and personnel attributes (Feldman & Lam, 2010) are some important factors in understanding of the contextual and individual factors that shape the innovation in organization. It is said that relationship of creativity and idea implementation, the production of creative ideas is far more prevalent than their conversion into actual innovations (West, 2002). Further, it has revealed that organizational power structures have been affected to the resistance of the creativity (Janssen et al., Kanter, 2004). A variety of factors have been identified as crucial antecedents to this umbrella concept with climate and culture. Traditional approaches found in literature highlighted the practice of helping people to become more creative in their work environment. But, it ignored the role of the social environment in creativity and innovation. In contemporary approach, it assumes that all humans with general abilities are able to present at least creative work in some domain. Some of the time that social environment can be influenced both level and frequency of creative behavior. This study discusses how organizational and social antecedents could impact on creativity to have proper implementations of decisions and strategy activations as a dynamic organization. A comprehensive literature review has been executed to build an argument on different theories to provide knowledge based discussion and futuristic focus on creativity as a strategic tool to be alert for the modern organizations.
Moderating and Mediating Contexts in Celebrity Endorsement on Brand Attitude: A Literature Review for Future Research Studies
(Faculty of Graduate Studies, University of Kelaniya, 2015) Dissanayake, R.; Wasantha, N.
Celebrity endorsements have been found in practice and studied in theories as a wider perspective. Celebrities provide endorsement as expert opinions, being a spokesperson for a product, or just being associated with a product (McCracken 1989; Seno and Lukas 2007). As per the published literature, it is about 25% of all television and print advertisements in the United States have featured celebrities (Erdogan, Baker & Tagg, 2001; Shimp, 2008), and endorsement contracts are estimated to be 10% to 25% of total advertising expenditures (Ding et al., 2010). Futher, Li (2011) said nearly $10 billion more to promote celebrity endorsements due to powerful effect it occupied on products being endorsed. But, it was said (Racula, 2012, Abdussalam, 2014) that celebrity‘s image does not guarantee success and it deals with advertising risks. The latest source argued that it is as an expensive source of communication and may generate conflicting messages when he or she endorses various brands. Karasiewicz & Martyna (2014). However, Till and Busler (1998, 2000) have examined attractiveness versus expertise as a match-up factor in celebrity endorsement, and found a general attractiveness effect on brand attitude and purchase intention. Further, Hung, Kineta (2014), justified links between entertainment motives and experiences influence endorsed brand attitude. Accordingly, it has a clear argument on the effectiveness of celebrity endorsement towards brand performance, particularly brand attitude and purchasing intention. Par with the said, via the reviewed literature sources, this study discusses how the relationships or impacts between celebrity endorsement and brand attitudes of the products endorsed could be mediated or moderated. Paper suggests how the future studies to be carried out with the gravity of newness contributing for the new knowledge and practice.
Transfusion-transmitted Hepatitis C: A cluster of cases in transfusion-dependent Thalassaemia patients in Sri Lanka
(Blackwell Scientific Publications,, 2020) Perera, S.; Bonsall, D.; Niriella, M.A.; Allen, A.; Peries, A.C.; Nelumdeniya, U.B.; Dissanayake, R.; Silva, I.; de Cesare, M.; Klenerman, P.; Weatherall, D.J.; Roberts, D. J.; Premawardhena, A.P.
OBJECTIVES: To report the clinical and virologic epidemiology of a recent epidemic of hepatitis C in thalassaemia patients in Sri Lanka. BACKGROUND: Transfusion-dependent thalassaemia patients remain at risk for hepatitis C virus (HCV). Here, we report a cluster of recent HCV infections in Sri Lankan thalassaemia patients and examine the phylogenetic relationship of viral sequences. METHODS: We conducted two prospective cross-sectional surveys of 513 patients in four Sri Lankan thalassaemia centres in 2014/2015 and re-surveyed one centre in 2016. We screened for anti-HCV antibodies using the CTK Biotech enzyme-linked immunosorbent assay (ELISA) kits and confirmed active infection by reverse transcription-polymerase chain reaction (RT-PCR) for HCV-RNA. HCV genomes were sequenced by unbiased target enrichment. RESULTS: Anti-HCV antibodies were found in 116/513 (22.6%) of patients initially tested. Active hepatitis C infection was found in 26 patients with no cases of active hepatitis B infection. Of 26 patients with HCV, two were infected with genotype 1(a), and the rest had 3(a). In a single centre (Ragama), 122 patients (120 new cases and two previously tested, but negative) were retested for anti-HCV antibodies. 32/122 (26.2%) patients were seropositive. Twenty-three (23/122; 18.8%) of these new cases were confirmed by HCV PCR (all genotype 3[a]). CONCLUSIONS: There is a significant cluster of recent HCV cases in multiply transfused thalassaemia patients in several centres in Sri Lanka. Most of the viruses shared a close phylogenetic relationship. The results are consistent with recent continuing transfusion-transmitted HCV infection. Routine surveillance for HCV of chronically transfused patients is required irrespective of screening of blood products.