Browsing by Author "Gunawardane, N."

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Brand Activation in Driving Customer Engagement: Theoretical and Practice Review
(The International Journal of Business & Management, Vol 8 Issue 5, 2020) Gunawardane, N.; Thilina, D.K.
Brand Activation claimed to be a promotional tool use by organizations in order to induce their customers towards the brand. Literature evidence proves brand activation as an experiential learning technique compels customers to retain brand related information within the minds. The inconclusive literature on brand activation provides the platform further to investigate the area of brand activation with customer driven concepts. The review enlighten the avenues of brand activation in advance, customer engagement use as the outcome variable with brand activation as the predictor variable. The study adopted the literature and case review as the methodology. The review identified that brand activation is as a manipulative factor on customer engagement, and customer loyalty is the final result of it.
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.
The effect of perceived risk on the purchase intention of electric vehicles: an extension to the technology acceptance model
(Int. J. Electric and Hybrid Vehicles, 2019) Thilina, Dk.; Gunawardane, N.
Electric cars will be the future of the transportation industry as it records a significant market penetration including Sri Lanka. The purchasing mechanism drives customers to make purchasing decisions is a critical notion to investigate since it engages a multi connected matters. Accordingly, this study reviews how perceived risk factor influences purchase intention referring to Electric Vehicles in Sri Lanka. The said review based on the theoretical rationale and supportive empirical findings. A descriptive statistical review presented to signify why Sri Lanka considered as a context to be examined whilst empirical evidences were presented to support the arguments. Paper concludes research propositions to examine how perceived risk influences the purchasing mechanism of Electric Vehicles whilst buying intention referred as a main notion within.
Experiential Brand Activation on Customer Brand Trust in Mobile Telecommunication Services of Sri Lanka: with special reference toward Door to Door Promotions
(International Journal of Business and Management Invention (IJBMI), Volume 9 Issue 4 Ser. II, 2020) Ranaweera, D.P.N.; Gunawardane, N.
The purpose of the paper is to investigate the impact of experiential brand activation namely; sensory, affective, behavioral and intellectual on consumer brand trust. The study conducted with the context of door to door promotions in mobile telecommunication sector of Sri Lanka. Data collected by the mean of cross-sectional survey among 208 respondents within the geographical area of western provinceby using convenience sampling, and both inferential and descriptive statistical tools were used to analyze the data. The variable; experiential brand activation and brand trust was indicating a positive relationship. Experiential brand activation is supported to enhance the brand experience and it leads to generate brand trust. The study is having a contribution to the felid of brand activation which is a greenhorn for studying and improving consumer experience. Further the study used the context of door to door promotion which has not yet reported in using evaluating the consumer experience within mobile telecommunication industry
The Impact of Experience Design Elements on Loyalty Behavior: With Special Reference to Textiles Shopping Industry in Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Ruwan, C.; Gunawardane, N.
This research has focused on identifying the impact of experience design elements in textiles shopping industry in Sri Lanka on the loyalty behavior of the customers. There were three independent variables: Functional experience, Sensory experience and Social experience which were used to categorize the experience design elements in a textiles shopping environment. Loyalty behavior was the dependent variable in this research which was affected by experience design elements. In the same time, two variables: Pleasure and Arousal mediated the relationship between experience design elements and loyalty behavior in the textiles shopping environment. As the results, functional experience, sensory experience and social experience has a direct but not a significant relationship with the loyalty behavior while pleasure and arousal mediates significantly the relationship between experience design elements and loyalty behavior.
Impact of Service Quality on Customer Satisfaction with Special Reference to Mobile Telecommunication Industry of Sri Lanka
(Sri Lanka Journal of Marketing, Department of Marketing Management, University of Kelaniya, Sri Lanka.Vol 3 No 1, 2017) Dharmadasa, S.A.; Gunawardane, N.
Along with globalization, new technologies are introduced to the mobile telecommunication industry in order to enhance service quality which is consequential to attract and retain rational customers. Empirical evident is available between service quality and customer satisfaction of mobile telecommunication industry in Sri Lanka. However, researchers saw that measurements of service quality are different from country to country. Hence, research findings of different other countries could not be generalized to Sri Lankan context. Thus, there is a requirement to research the impact of service quality on customer satisfaction in mobile telecommunication industry in Sri Lanka in order to enhance the customer satisfaction. Data were collected from 388 customers of mobile telecommunication industry. Convenient sampling method was used to select the sample. Data were collected through a structural questionnaire and SERVPERF model was used. Results revealed that the major dimensions of service quality which impact to customer satisfaction are empathy, tangible and reliability. Other dimensions are responsiveness, assurance and technical quality do not impact on customer satisfaction. And, perceived value doesn’t moderate the relationship between service quality and customer satisfaction in mobile telecommunication industry in Sri Lanka
Relationship between Perceived Brand Equity and Purchase Intention of Life Insurance Brands in Sri Lanka: A Concept Paper
(2016) Gunawardane, N.; Munasinghe, A.; Dissanayake, D.M.R.
Sri Lanka is referred as a service driven economy as it denotes in the structural dynamics noticed in the economy. Accorodgly, insurance business has also been evolving with different structural and market dynamics that influence wider impact to the economy. Moreover, a subset of insurance market, life insurance business in Sri Lanka, exhibits more competitive moves as per the marketing and consumer behavioral perspectives. Industry practices of the life insurance sector highlight many brand building initiatives aiming at stimulating favorable responses of consumers to sign competitive edges. Meanwhile, the notion of brand equity and purchase intention have been referred in many empirical studies to examine the relationship between brand related marketing stimulus and behavioral responses of consumers towards them. Alongside, this study intends to review those concepts and suggest research propositions with reference to the context of life insurance business of Sri Lanka. We followed a deductive approach, and comprehensive literature review on empirical studies was carried out as the main research tool to build arguments supporting to suggested propositions. Paper concluded by denoting directions for the future studies in line with the notions of brand equity and brand related behaviors addressing to empirical research gaps in Sri Lanka.
A Review paper on the Impact of Social Influence on Event Attendees of Entertainment Events: with special reference to Face Book
(Sri Lanka Journal of Marketing, Department of Marketing Management, University of Kelaniya, Sri Lanka, 2018) Chamikara, D.M.; Gunawardane, N.
The Social Influence is an influential mode that used by the society surround us to influence for what they have already influenced by others. . In recent years this has been a popular concept which does grab the attention of the practitioners within the corporate world. Given this interest, the current researcher underlining the Face book Influence model intends to assess the relationship between Social Influence via the Face book and the Intention to participate in the context of the Entertainment Events in Sri-Lanka. Further, the literature evidence identified that dimensions of Social Influence namely Like, Comments, Shares, Ease of Use and Usability should be more focused when building a strong Social Influence as they do indicate a high relationship on Intention to participate. Hence, the current research identified that Social Influence is a significant predictor which does affect in manipulating the Intention to participate for Entertainment events in Sri-Lanka
Role of Sports Sponsorships in Developing Brand Equity
(International Journal of Business and Management Invention (IJBMI), 2020) Madushani, G.; Gunawardane, N.
Sports sponsorship is focused to sports context as athletes, sports teams, or sporting events. Sports sponsorships moved from corporate entertainment and brand awareness generation into a sophisticated brand building, twoway marketing dais. Stadium sponsorship is a common form of sports sponsorship which bring more exposure towards a brand. The study aims to identify the sports sponsorship in creating brand equity and generating customer centric platform. The sports sponsorship measured on status of the event, personal liking of the event, event sponsor fit and attitude towards sponsor. Data collected by means of a cross-Sectional survey and the research was conducted using authors developed framework and questionnaire as the main method of data collection tool. A total of four hundred and fifty-three (453) questionnaire collected from western province. The variables of sports sponsorship found to have a positive relationship on the brand equity. The study is an original contribution to the field of sports marketing in Sri Lankan context