1st-2016
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17159
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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 Study on Customer Based Brand Equity of Munchee Lemon Puff Brand with Special Reference to Wattala Area.(Department of Marketing Management, University of Kelaniya, 2016) Attanayake, N.I.; Perera, G.N.R.Understanding the concept of Customer Based Brand Equity (CBBE) is critically important in order to stand out the brand from the competitive brands. When number of brands and flavors operating in the market it leads to create immense competition in the market place. This research paper focuses to identify the impact of brand awareness, brand association, perceived quality and brand loyalty on customer based brand equity of Munchee lemon puff brand by adopting the Aaker’s brand equity model. The study follows the deductive approach since it tries to analyze the hypothesis. Quantitative research analysis method is used as the research technique. All male and female youth and adults who lives in Wattala area were selected as the population. Convenience sampling technique has been used to extract 100 respondents as the sample since the limitation of time and resources. Survey method was used as the research strategy and a self-administered, structured questionnaire was distributed among the respondents to collect data for the study. Multiple regression analysis is used to test hypothesis to identify the factors which have the greatest impact on customer based brand equity. Results of the analysis showed that brand awareness, brand association and brand loyalty have significant and positive impact on customer based brand equity while perceived quality does not significantly and positively effect on customer based brand equity. Outcome of this study provides insights for both managerial and academic field.Item The Impact of Country of Origin on the Brand Equity: The case of University Student in Purchasing Toothpaste in Sri Lankan Market.(Department of Marketing Management, University of Kelaniya, 2016) Gomes, G.H.D.; Ubayachandra, E.G.This study investigates the reflections of country of origin image on consumers brand equity with regard to the Sri Lankan University Students in purchasing toothpaste. The research problem of the study is to check the impact of the Country of Origin on the Brand Equity. Most of the past researchers have focused on impact of country of origin on the consumer buying behavior without considering a specific product category. The key objective of this research is to identify the impact of the country of origin on the dimensions of the brand equity and the specific objectives are to identify the relationship between Country of Origin and the dimensions of Brand Equity which are Brand Awareness, Brand Association, Brand Loyalty and Perceived Quality. This is quantitative research study and the sampling technique includes Judgmental sampling and Quota Sampling. The data collection method was Questionnaires. Sample size was 150 undergraduates from three different universities. To test the hypotheses, correlation analysis and simple regression analysis were performed. According to the Regression Coefficient, Country of Origin affects Brand Equity of Toothpaste purchasing which indicates positive association between the dependent and independent variables. According to the sample analysis, it describes that most of the toothpaste consumers prefer foreign toothpaste brands.