1st-2016

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Impact of Brand Personality on Consumer Brand Loyalty: With Special Reference to the Fashion Apparel Retail Industry in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Molagoda, S.M.T.D.; Gyathree, D.A.G.P.K.
Fashion Apparel is one of the most consumed goods in a Quick Service format due to its unique attributes such as convenience, cloth quality and less price. Today, the twenty first century, Fashion Apparel has become so popular despite the fact that there is a relatively small number of companies selling and succeed Fashion Apparel Retail Industry in Sri Lankan context. Apart from the purchasing power one may possess, it is interesting to find out what other factors may influence an individual’s choice of fashion apparel retail brands. The Fashion Apparel retail industry in Sri Lanka is yet to be defined, as there is no clear demarcated line to separate the fashion apparel retail brands from the other fashion outlets, which is available in Sri Lanka. Primary purpose of this research is to examine the impact made by brand personality dimensions of Fashion Apparel Retail brands on consumer brand loyalty. As the research descriptive in nature a descriptive research design is used. . Under the primary sources of data collection, an online survey method will be used with a well-constructed questionnaire. The Non-Probability sampling method will be used in order to determine the sample as convenience sampling will be used as a technique. It was established that the elements of Sincerity, Competence, Excitement, sophistication and ruggedness of brand personality indeed have a positive relationship with brand loyalty.
The Effect of Brand Image on Men’s Purchasing Intention; With Special Reference to Sportswear Products in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Chathuranaga, A.A.D.K.; Bandara, B.S.S.U.
Brand image has become increasingly important for any brand in the present business context. A good brand image not only can create a clear brand differentiation but also can increase loyalty and consumer preference as well. Also the personalities developed by the brands have different gender characteristics which clearly can differentiate the products as feminine and masculine. However the researchers conducted in Sri Lankan context have not yet concentrated on how the men’s purchasing intention creates with regards to different products. Therefore this study focus on the effect of brand image on men’s purchasing intention: with special reference to sportswear products in Sri Lanka. The study was conducted within the Colombo district. A sample of 200 respondents was used and adopted simple random sampling method to select the respondents. A total of 200 questionnaires were distributed and 180 valid questionnaires were collected, the effective rate was 90%. Data was analysed using SPSS, generating frequencies for the demographic information, factor loadings in ascertaining factors necessary to establish a successful brand image, Pearson’s (r) correlations in analysing relationships and finally regression analysis to examine the predictive potential of the independent variables on the dependent variables. Findings revealed that brand image is a key component in influencing customer’s purchasing intention. However from the brand image determinants, the findings disclosed that focusing on the product benefits is the most important element in building a successful brand image. Based on the research findings, recommendations like recruiting people who are highly interpersonal skilled, trained and experienced in brand management, focusing a lot of attention on promoting product benefits, always try to use successful sporty characters as celebrity endorsement to positioned the brand in the customer mind set were made. Finally this study has provided effective conclusion regarding Sri Lankan Men’s Sportswear products market in connection with Brand Image.
The Impact of Celebrity Endorsement on Brand Personality in Sri Lanka.
(Department of Marketing Management, University of Kelaniya, 2016) Amarasighe, N.M.; Weerasiri , R.A.S.
This Study was carried out to evaluate the effectiveness of celebrity endorsement on brand personality. Other than that this research was carried out to identify the relationship between celebrity endorsements and brand personality. Also to find out the key factors that plays a prominent role in a successful celebrity endorsement. To get a clear view of the relationship between the two variables a survey was carried out and information was gathered from Sri Lankan consumers. The Outcome shows there is a positive relationship between celebrity endorsement and brand personality. Consumers agreed that brand personality gets influenced by the celebrity’s characteristics. Most of the respondents are bias towards the attractiveness of the celebrity and trustworthiness. Expertise factor of the celebrity is also playing a major role. Companies would need to consider these factors when taking decisions regarding celebrity endorsements. They also need to identify the significant relationship it has with the brand personality. From this conclusion companies can take successful celebrity related decisions without tarnishing their brand image and personality. This will increase their bottom lines if the decisions were taken tactfully.

1st-2016

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