1st-2016
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17159
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Item The Influence of Sales Promotional Strategies of Savings Accounts Influence on Brand Loyalty in the Banking Industry.(Department of Marketing Management, University of Kelaniya, 2016) Weerasinghe, C.S.; Herath, Renuka.This research is mainly focus on to “investigate the extent to which sales promotional strategies of savings accounts influence on brand loyalty in the Banking Industry ". Although internationally there are plenty of studies on this area there's no sufficient empirical research carried out in Sri Lanka to investigate the relationship between promotional strategies of savings accounts and brand loyalty This is a quantitative study and based on both primary and secondary data. Primary data were calculated on survey method and the selected geographical areas were Kiribathgoda and Kelaniya. The Questioner was distributed among 150 respondents. The findings show that the influence of promotional mix elements practice in banking industry related with savings accounts was high for advertising, personal selling, sales promotion and digital marketing, while it was moderate too low for direct marketing, and publicItem The Impact of Social Media Marketing on Brand Loyalty (the case in tourist hotel).(Department of Marketing Management, University of Kelaniya, 2016) Perera, P.K.D.P.; Herath, Renuka.Tourism is one of most emerging industry in day‘s context. It has widely spread around the every corner of the world. It has able to be a strong source of income for many. Countries such as Brazil, India, China and Sri Lanka social media play a vital role in of promoting the tourism destinations obtaining benefits from this emerging industries and most of the foreign and local tourist‘s use social media as a key information source and they are very assure about the information provided via social media. Social media has created a platform of two way communication and third part can involve with communication by reviewing the ratings and sharing experiences. It leads to improve brand trust and brand loyalty of the companies. Against such a background this study is focused on to understand the social media marketing on brand loyalty in tourist hotels Therefore the main objective of this study is to Identify and critically evaluate the social media marketing practices which effects on brand loyalty Both primary and secondary data were used for this research. Sample for the study was 100 and a structured questionnaire was the instrument for data collection. Using Excel and SPSS data has analysed. sspecially the regression analysis was carried out to identify the relation between the social media marketing and the brand loyalty in the tourist hotels and other descriptive tools such as frequency counts, mean scores, percentages and standard deviation were also calculated to get and overall idea.Item Impact of Brand Equity on Purchase Intention towards Local Apparel Brands.(Department of Marketing Management, University of Kelaniya, 2016) Swarnawimala, H.M.R.; Patabendige, S.S.J.This study is undertaken to identify what extent of brand equity influence to purchasing intention towards local apparel brands in Sri Lanka. Due to high competitiveness of the market place and competitive foreign brands this industry has become too complex. The observed all researches are considered at global context and therefore this research study has taken in to consideration of Sri Lankan context. The primary objective of this research study is to determine the impact of brand equity to purchasing intention towards local apparel brands in Sri Lanka. While achieving the main objective researcher set sub objectives which are in line with the primary objective. This research study comes under descriptive nature and researcher used mix data collection technique to gather data to collect ideas and opinions from respondents. The researcher used convenience sampling technique to recognized research sample and used SPSS 20.0 to analyze gathered data from the respondents. As per research out comes, brand equity factors such as, perceived quality, brand association, brand loyalty, brand awareness brand image factors have much impact on purchase intention towards local apparel brands. Researcher has found most influencing factors as brand image and perceived quality, .Further has identified recommendation, positive word of mouth, those purchasing intention indicators have a connection between brand equity. According to the study marketers need to focus on brand equity factors according to above findings.Item Impact of Brand Equity Dimensions on Selection of Retail Fashion Chain among Youth (A Study Based on Colombo District).(Department of Marketing Management, University of Kelaniya, 2016) Perera, T.C.J.; Patabendige, S.S.J.In recent years, retailers have been facing a challenging marketing environment and they have recognized the power of brand building. Hence building brand equity becomes an important source of differentiation as well. Before purchasing a particular product, first of all the customer has to select a store from where it can be purchased. Hence the study has been conducted by identifying the uninvestigated researchable area “selection of retail clothing store with the term of Brand Equity with special reference to Retail fashion chains in Colombo district among youth. The key purpose of the study is to investigate how brand equity effects on selection of retail fashion chain among youth. This research design is quantitative and primary data was gathered by questionnaires among 100 respondents. Magazines and trade press, internet sources, pre conducted research reports relevant to brand equity and fashion industry have been used as secondary data sources. Descriptive Statistics have been used for data analysis. As per the research outcome, brand equity variables such as brand awareness, brand loyalty, perceived quality and brand association have a clear positive relationship with the store selection. Hence retailers are able to develop strategies based on the importance of each variable to build strong brand equity towards retail fashion chains brands in Sri Lanka.Item Impacts of Social Network Advertising on Brand Loyalty (With Special Reference to Consumer Electronics Industry).(Department of Marketing Management, University of Kelaniya, 2016) Asees, F.A.; Ubayachandra, E.G.This study focuses on how current marketing- branding strategies incorporate various aspects of social media to positively affect consumer loyalty to a brand. Within the past few years, social media has become an increasingly popular medium for brand, consumer engagement and making customers more loyal to the brands. Specially, in this study researcher has investigated to accomplish objectives such as find out most significant dimension as Informativness, entertainment, irritation, credibility which affect towards brand loyalty. The main reason for this study and the gap is less awareness about social network advertising campaign in Sri-Lankan market, Because of this reason there can be seen a big gap between the research related to this topic between Sri-Lankan context and international context. Main objective is to evaluate the consumer expectations in social network advertising while finding the Impacts of Social network advertising on brand loyalty and finding most effective dimension of social network advertising mostly affect towards Brand loyalty. A total of 216 respondents were selected to participate in the survey by building a questionnaire using face to face interviews method, structured interview method and in the end, the following results was sought: The indicators which represent each dimension have a high reliability & by looking at the reliability of each dimension can ensure there is a high internal consistency in this research.Item The Impact Of E- Service Quality on Creating Brand Loyalty in Telecommunication Services: in The Case of Dialog Axiata PLC.(Department of Marketing Management, University of Kelaniya, 2016) Sewwandi, W.A.T.; Wanninayake, W.M.C.B.Sri Lankan Mobile industry is mainly consisting of five operators competing for a total addressable population of 21 million including Dialog, Etisalat, Airtel, Mobitel and Hutch 3 fixed operators. Dialog Broadband services, Sri Lankan telecom and Lanka bell. Primary objective of this research study is to monitor the Impact of the E service quality in telecommunication industry services. In this research study Secondary Data would be collected through research articles, web based information articles, journals, company publications and previous researches. Primary Data would be collected via a predetermined questionnaire based on the conceptual framework. This research is descriptive in nature because after the completion of the research findings can be used in management decision making since it is conclusive in nature. Research Approach – two major steps; first, an exploratory study will be conducted to figure out E service quality Secondly; the survey will be conducted to gather data necessary for recommendations. Research Population & the sample –dialog users in Sri Lanka. The sample size considered would be 250.Descriptive statistics being used to analysis the data. This study investigated the E service quality perception and its impact to create brand loyalty in telecommunication industry and the differences in relative importance they attach to the various quality dimensions using the c conceptual model of this research study propose. These E SQL scale appears to be a reliable scale to measure telecommunication industry E-service quality, and provide a useful diagnostic role to play in assessing the impact of brand loyalty building. The research finding Brand loyalty in telecommunication industry services E-service quality has significantly affected by Reliability, web usability and its design, Empathy, Assurance and Responsiveness.Item Study on Association in between Store Personality and Consumer Brand Loyalty (with especial reference to Fashion Retail industry in Sri Lanka).(Department of Marketing Management, University of Kelaniya, 2016) Peramuna, N.D.; Wanninayake, W.M.C.B.This study is mainly focus on the end result of how store personality effects on consumer brand loyalty in fashion apparel retail industry in Sri Lanka. The research problem of the study is: to what extent store personality of fashion retail brands influence on consumer brand loyalty. Many researchers have been focus on brand personality and brand loyalty, no study has yet systematically investigated store Key objective of this study is to investigate the association in between store personality dimensions namely sophistication, enthusiasm, solidity, genuineness, unpleasantness and consumer brand loyalty. Other objectives are; to identify how consumer “self-image” moderates the association in between store personality and consumer brand loyalty and to recommend the best practices for fashion retail marketers to implement. Research design of the study is Quantitative research. Primary data of the study collected through questionnaire survey in western province by using convenience sampling technique, and secondary data through journals, articles, magazines. Sample size was 200 respondents. A pilot survey was conducted with 25 respondents to pre-test the questionnaire. The data gathers was analyzed by SPSS16.0 software and analyzed following the descriptive statistics and multiple correlations analysis methods. A better understanding of the determinants of fashion store personality is essential for retail managers who wish to (re)position their stores. Retailers and store designers should be aware of the important role of “atmospherics” in this regard.