Browsing by Author "Priyangika, W. P. R."

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Impact of Brand Image on Customer Patronage Intention: with Special Reference to the Fashion Retail Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Priyangika, W. P. R.; Wijesundara, Bimali
The fashion retail industry is rapidly growing over the past decade. When selecting the fashion retail outlet, most of the consumers are highly considering popular textile outlets. This study mainly focused on understanding the impact of brand image on customer patronage intentions while investigating customer brand trust’s effect on the fashion retail industry’s purchase intention. The researcher used the quantitative method. A structured questionnaire was used to gather primary data from the sample, and the sample was selected through a convenience sampling technique. Specific objectives were developed for the study, and four hypotheses were formulated to determine the relationship among the key construct. The researcher has used descriptive analysis, regression, and frequency tests to analyze the data gathered. The result of the study shows that brand image plays a significant role in building customer brand trust, which has both direct and indirect effects on customer patronage intentions. Brand trust is an essential driver of customer patronage intentions. This survey has covered four popular fashion retail outlets’ brands in the Western province, and thus, the results cannot be generalized to the population. This research would help the managers and directors of the organizations to make decisions, and this study will be the foundation for future researchers.
Impact of Experiential Marketing on Destination Image Towards Sri Lankan Tourism with the Mediating Effect of Destination Trust
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Priyangika, W. P. R.; Wijesundara, Bimali
The purpose of this study is to determine “whether the foreign tourists will perceive Sri Lanka as one the best destinations in the world with the experiential marketing and destination trust.” This study employed a quantitative research design to conduct the research. The population of this study was the people who recently visited Sri Lanka. The convenience sampling method was used to select the study sample, and 212 respondents were selected accordingly. Data was gathered using a structured questionnaire to measure the study’s main concepts by conducting an online survey. The results state that; “there is a significant relationship between experiential marketing and destination image and destination trust mediates the relationship.”. The research’s main limitations were this questionnaire was distributed on the online platform only where there was a high possibility of neglecting the questionnaire. As suggestions for further research, the researcher suggests focusing on how high-end tourists perceive Sri Lanka as a destination, Sri Lankan tourism’s pitfalls, and reasons for lesser arrivals of high-end tourists to Sri Lanka. Following relevant precautions to avoid the virus in upcoming times and letting them feel secure is essential. This research study identified that destination trust is the most significant factor with the highest coefficient value. Engaging in numerous marketing and promotional activities to attract global high-end visitors and positioning the island as the world’s most trusted destination.