Browsing by Author "Wijenayake, S.I"

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    Influence of Brand Personality on Brand Love: The Mediating Role of Brand Trust in Fast Food Franchisers in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Dasanayake, D.M.R.T; Wijenayake, S.I
    Modern businesses are facing a huge rivalry in every aspect of their operations. In order to survive within this extremely competitive environment, every business organization is trying to be unique. One strategy the organizations can use is building strong long-term customer relationships. Literature suggests that the human related marketing concepts like brand personality, brand love and brand trust play a vital role in building long term relationships with customers. Therefore, the purpose of this study is to explore the influence of brand personality on brand love while examining the mediating role of brand trust in fast food franchisers in Sri Lanka. For this purpose, a modified scale of brand personality was used. According to the previous literature Sri Lankan culture being feminine oriented and possessing soft attributes, the ruggedness trait is not significantly found or evident. Through that idea modified brand personality which consists of four dimensions except ruggedness has taken into the consideration. Further, brand trust scale defined by Yongium Sung (2010) and brand love scale defined by Yao Ching Wang (2019) were used as the mediator and the dependent variable respectively. A quantitative study was designed with a convenience sampling method where data was collected through online structured questionnaire from the western province. Four hypotheses were developed with the literature support and SPSS was used as the data analysis tool. Multiple regression analysis was used to test the hypotheses. All the hypotheses were supported by data including mediating hypothesis. This study showed that not all brand personality traits have the same influence and in order to manage a strong long-lasting relationship between the consumer and a brand, some traits are more efficient than others. This research thus offers them various relational paths. This study is limited to the franchised fast-food industry therefore further investigations can be done on telecommunication and FMCG industries to generalize the results. This study can be taken as a source of literature for the future researchers and contributes managerial aspects on building strong brand relationships.
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    Influences of Online Behavioral Ad Avoidance among Sri Lankans: Mediating Role of Negative Experience
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Manathunga, M.M.S.S; Wijenayake, S.I
    Influences of Online Behavioral Ad Avoidance Among Sri Lankans: Mediating Role of Negative Experience.Abstract: Online advertising has emerged over the years and it is slowly dominating the traditional marketing communication strategies irrespective of the industry or the product. Investments on online behavioral advertisements (OBA) have increased and at the same time there are implications in practice of avoiding online behavioral advertisement manually and using ad avoiding software. Online behavioral advertising is identified as a major challenge for digital marketing. Therefore, this study attempts to identify the influencing factors of online ad avoidance. Through literature, Goal Impediment (GI), Privacy Concern (PC), Ad Irritation (AI), Negative Experience (NE) and Retargeting (RI) were identified as the key influences and their impact on online behavioral advertising is explored. Further, there are implications in literature that Negative Experience shows a mediating impact. To examine the impact of the key influences identified with online behavioral advertising, quantitative approach is used. 10 hypotheses are developed, and a structured questionnaire is used to collect data from a convenient sample of 300 from the Western province. To test the hypotheses, Partial Least Square (PLS) structural equation modeling with SPSS and SmartPLS tools. All the direct hypotheses and the mediating hypotheses were supported by the data. The study results show that, negative experience was affected by goal impediment, privacy concern and ad irritation. Results of the study shows that negative experience play a significant mediating role between the key influences and the online behavioral ad avoidance. Retargeting has significant impact on online behavioral advertising. Study findings offer some valuable insights to online behavioral advertisers in their strategy formulations, policy making and ethical concerns. These implications can benefit the digital advertising industry to improve the return on the investment in terms of viewership and exposure.