ICAM-2017

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17521

Browse

Author: search.filters.author.Wasantha, H.L.N.

Search Results

Now showing 1 - 3 of 3
  • No Thumbnail Available
    Item
    IMPACT OF CELEBRITY WORSHIP MOTIVES ON CUSTOMER BRAND RELATIONSHIP (CBR) BEHAVIOR TOWARDS SERVICE SECTOR ENDORSED BRANDS
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Hossain, M.D.A.; Wasantha, H.L.N.; Dissanayake, D.M.R.
    The practice of using celebrities has been a vital strategy across the world whereas different product scopes have been examined within empirical studies related to Celebrity Worship Motives (CWM). Meanwhile, the cost and the risk engaged with celebrity endorsement are also a critical factor as it needs to evaluate the impact towards endorsed brand. As it finds in Sri Lanka and India, Bangladesh is also a significant context for celebrity endowment practices. Bangladesh idolizes their cricketers and cinema starts for celebrity endorsement practices, but empirical gaps are noticed to examine their effectiveness for the brand related behaviors. Accorodgly, this paper focuses examining the perception of customer on celebrity endorsement with reference to Customer Brand Relationship behavior (CBR) in the services sector endorsed brands. It has used a structured questionnaire as the main research instrument to collect the primary data followed by survey method. Probability sampling method was occupied to select 160 respondents for the survey and both descriptive and inferential statistics were used to analyze the data. Hypotheses were tested by using correlational analysis. The relationship between entertainment motives and CBR towards the endorsed brand was found to be significant in the findings. Researchers concluded the paper by explaining how different antecedents of CWM relate with CBR whilst suggesting propositions for the future studies.
  • No Thumbnail Available
    Item
    IMPACT OF CELEBRITY WORSHIP MOTIVES ON CUSTOMER BRAND RELATIONSHIP (CBR) BEHAVIOR TOWARDS SERVICE SECTOR ENDORSED BRANDS.
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Hossain, M.D.A.; Wasantha, H.L.N.; Dissanayake, D.M.R.
    The practice of using celebrities has been a vital strategy across the world whereas different product scopes have been examined within empirical studies related to Celebrity Worship Motives (CWM). Meanwhile, the cost and the risk engaged with celebrity endorsement are also a critical factor as it needs to evaluate the impact towards endorsed brand. As it finds in Sri Lanka and India, Bangladesh is also a significant context for celebrity endowment practices. Bangladesh idolizes their cricketers and cinema starts for celebrity endorsement practices, but empirical gaps are noticed to examine their effectiveness for the brand related behaviors. Accorodgly, this paper focuses examining the perception of customer on celebrity endorsement with reference to Customer Brand Relationship behavior (CBR) in the services sector endorsed brands. It has used a structured questionnaire as the main research instrument to collect the primary data followed by survey method. Probability sampling method was occupied to select 160 respondents for the survey and both descriptive and inferential statistics were used to analyze the data. Hypotheses were tested by using correlational analysis. The relationship between entertainment motives and CBR towards the endorsed brand was found to be significant in the findings. Researchers concluded the paper by explaining how different antecedents of CWM relate with CBR whilst suggesting propositions for the future studies.
  • No Thumbnail Available
    Item
    IMPACT OF SERVICE QUALITY GAPS TOWARDS THE PERCIVED SERVICE QUAILITY OF MUNICIPALITY DELIVERY SYSTEM FOR BUSINESS GROWTH IN SRI LANKA
    (Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Wasantha, H.L.N.; Mohammed, A.S.; Mohammed, N.
    The main objective of this study is to first find out perceived service quality in delivery system in municipality using SERVQUAL gaps and then the role of technology and communication channel as moderating variables in the ten Local government Authority in Sri Lanka. Both descriptive and inferential statistical techniques were applied to evaluate the effects of independent variables (i.e. knowledge, perception and interpretation gaps) on perceived service quality (dependent variable) and the role of moderating variable (i.e. technology and business communication channel of the delivery system). Regression analysis was used to examine the effect of the moderating variables on perceived service quality on customer satisfaction. Perceived service quality was found correlated (r = 0.646) with satisfaction and their decision making. Findings suggested that 64.6% of customers perceived service quality is an important factor in customers’ evaluation of satisfaction. This conclusion is based on the three external service quality gaps as well as two moderating variables. This research may be applied for the logical derivation of future hypothetical propositions and subsequent evidence through empirical investigation and that provides a platform for future research. We suggest that this approach facilitates the pursuit of theory that notifies organizational practices in dynamic service context.