7th-2022
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/27980
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Item The Impact of Consumer Brand Relationship on Brand Evangelism: Examining the Moderating Effect of Brand Loyalty with Special Reference to the Mobile Telecommunication Service Sector(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Adikari, A. A. N. M.; Dissanayake, D. M. R.In response to the research gaps identified within the telecommunication sector, this research paper aims to analyze the impact of consumer-brand relationships on customer brand evangelism. The study examines how Brand Loyalty acts as a moderating factor between the dependent and independent variables. An integrative model was developed based on a review of the literature and tested using data collected from 378 respondents residing in the Western Province of Sri Lanka through an online survey. Data analysis was conducted using the Statistical Package for Social Sciences (SPSS) version 25. The findings reveal a positive and significant impact of Consumer-Brand Relationships on Brand Evangelism, with the exception of brand salience. Additionally, Brand Loyalty was found to moderate the relationship between Consumer-Brand Relationships and Brand Evangelism, demonstrating positive and significant effects. These findings enhance the understanding of the value-enhancing potential of mobile telecommunication services, address existing gaps, and illustrate how customer Brand Loyalty influences brand evangelism.Item Influence of Facebook Content Marketing on E- Brand Loyalty: Examine the Mediating Effect of Online Consumer Engagement with Special Reference to Telecommunication Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Thundeniya, L. G. D. T. B.; Dissanayake, D. M. R.The continuous advancement in digital technology enables audiences to access updated information through various digital platforms. In the current context, Sri Lankan online audiences are highly engaged with Facebook. Consequently, telecommunication service providers disseminate their content via Facebook to attract and retain their online audiences. This study aims to examine the influence of Facebook content marketing on e-brand loyalty, with a particular focus on the mediating effect of online consumer engagement. The research model was developed based on a systematic literature review. A quantitative research strategy was employed, utilizing a structured questionnaire to collect primary data from the sample. A total of 395 responses were gathered through a convenience sampling method, which is a non-probability sampling technique. The study's findings indicate that Facebook content marketing has a positive and significant impact on e-brand loyalty, and that online consumer engagement positively and significantly mediates the effect of Facebook content marketing on e-brand loyalty. The managerial implications highlight the importance for the telecommunication industry in Sri Lanka to recognize the value of relevant and engaging Facebook content in attracting and retaining their target online audiences.Item Impact of Sensory Branding on Brand Switching Behavior with Moderating Effect of Celebrity Endorsement with Special Reference to Sri Lankan Shampoo Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Hewawitharana, B. H.; Dissanayake, D. M. R.The proliferation of branded café outlets is steadily increasing, with the highest concentration observed in Colombo, where sensory marketing is extensively utilized. However, the impact of sensory marketing strategies on various aspects of emotional attachment among customers has been inadequately explored in the Sri Lankan context. This research study aims to analyze the impact of sensory marketing strategies on brand love and to clarify the mediating role of brand experience within selected branded café outlets in Colombo, Sri Lanka. A conceptual framework for the study was developed based on a comprehensive literature review. Hypotheses were tested using data collected from 250 respondents who had recently visited the selected branded café outlets in Colombo. Data analysis was conducted using SPSS software and the Andrew Hayes Process Macro (V.4.2). The results indicate that all dimensions of sensory marketing strategies—namely visual, olfactory, auditory, tactile, and gustative factors—significantly positively impact brand love. The research contributes new knowledge by demonstrating that sensory marketing strategies have a mediating effect on brand love through brand experience. The study concludes with managerial implications and suggestions for future research based on the findings.Item Impact of In-Store Atmosphere on Consumer Perception at Modern Trade in Sri Lanka: Examine Store Format as Moderating Variable(Bhagya, R. M. H.; Dissanayake, D. M. R. (2022), Impact of In-Store Atmosphere on Consumer Perception at Modern Trade in Sri Lanka: Examine Store Format as Moderating Variable, 7th Student Research Conference in Marketing (SRCM 2022), Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka. Page 32, 2022) Bhagya, R. M. H.; Dissanayake, D. M. R.With the implementation of open economic policies in 1978, Sri Lanka's retail sector has undergone a significant transformation from traditional to modern retailing. However, marketing strategies within the modern trade sector still face issues with effectiveness. The primary objective of this research was to examine the extent to which in-store atmospheric elements impact consumer perception in modern trade in Sri Lanka, while also investigating the moderating effect of store format. A sample of 384 respondents from the Western Province was obtained through a survey method. Data was collected using a structured questionnaire in this quantitative study. The analysis was performed using the Statistical Package for Social Sciences (SPSS), version 21. The results revealed that ambient, promotional, and social factors significantly impact consumer perception, while the design factor does not. Furthermore, the analysis concluded that store format does not significantly moderate the relationship between in-store atmosphere and consumer perception in modern trade. Final interpretations and recommendations were developed based on these key findings.Item Impact of Green Brand Awareness on Green Consumerism with the Examination of the Mediating Effect of Green Trust with Special Reference to FMCG Industry in Sri Lankan Context(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Liyanage, W. H. N. B.; Dissanayake, D. M. R.Green marketing practices and strategies have been widely adopted by various industries, yet challenges persist regarding their effectiveness. Research gaps have emerged, particularly concerning investigations into green branding applications across different product contexts. Consequently, the primary objective of this research article is to analyze the influence of green brand awareness on green consumerism and to discuss the mediating role of green trust, specifically within the FMCG industry in Sri Lanka. Drawing from the literature, this study develops an existing Green Brand-Equity Model, testing the relationship through a structured questionnaire survey comprising 23 questions, involving 197 respondents aged 20 to 59. This research adheres to a positivist research paradigm and employs a deductive approach to examine the facts using the developed models and theories. The findings reveal a significant positive impact of green brand awareness on green consumerism and further indicate that green trust significantly mediates the effect of green brand awareness on green consumerism. Additionally, the results validate the developed model for future studies, offering managerial implications for industry applications.Item Impact of Customer Shopping Value on Brand Loyalty: Examining the Mediating Effect of Customer Satisfaction: With Special Reference to the E-Commerce Industry in Western Province of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Madushika, R. A. L.; Dissanayake, D. M. R.In recent years, consumer visiting patterns on E-Commerce websites have undergone significant changes due to the expansion of the E-Commerce industry, resulting in heightened competition within the sector. Consequently, marketers are increasingly adopting customer shopping value strategies to influence consumers' brand loyalty. This study aims to investigate how customer shopping value affects brand loyalty within Sri Lanka's E-Commerce industry. The literature review indicates a generally positive perspective on this relationship, although some controversial arguments also exist. Additionally, there are a few studies that have explored the mediating impact of customer satisfaction in this context. A deductive method was employed in this study, with primary data collected using a standardized questionnaire. A total of 425 questionnaires were distributed, and 389 responses were obtained via an online survey. The findings revealed a positive impact of customer shopping value on brand loyalty. Furthermore, the study demonstrated that the relationship between customer shopping value and brand loyalty is mediated by consumer satisfaction. SPSS version 26 was utilized as the primary statistical tool for conducting regression and correlation analyses. The study concluded with recommendations and identified potential areas for future research, which are anticipated to be valuable for both marketers and researchers.Item Factors Influencing the Switching Behavior of Mobile Telecommunication Service Consumers in Sri Lanka (Colombo District)(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Liyanage, T. D. S.; Dissanayake, D. M. R.Consumer switching is a major issue for mobile telecommunications service providers, and marketers must understand why customers want to switch from one mobile telecommunications provider to another. Alongside, this study addresses the main requirement of investigating the factors that influence mobile telecommunications consumers' switching behavior in the Western Provinces of Sri Lanka. A conceptual framework was developed to investigate the impact of independent variables on switching behavior with empirical evidence, and the questionnaire was the main research tool. The study was based on 360 respondents from the Western Province, followed by the convenience sampling method, which falls under non-probability sampling. It employed SPSS -23 software to analyze the data. Analysis was done by using regression analysis. According to the results, mobile telecommunication service providers have a high level of switching behavior, and drivers such as network quality, technology changes, switching cost, core service failure, and attraction towards competitors influence the switching behavior of mobile telecommunication consumers in Sri Lanka. Finally, the paper presents the managerial implications considering factors that cause consumers to switch mobile telecommunications providers.Item Factors Affecting on Adoption of E- Banking Services in Sri Lanka with Special Reference to the Commercial Banking Sector(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Kumara, R. D. I. S.; Dissanayake, D. M. R.This study examines the influence of perceived behavioral control, subjective norms, perceived usefulness, and perceived ease of use on the adoption of e-banking in the Sri Lankan commercial banking industry. The sample comprised individuals who use commercial banks' e-banking services. Initially, 500 questionnaires were distributed, with 385 appropriately completed responses utilized for the final data analysis. The investigation employed a theoretical framework based on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) to explore the factors influencing the adoption of e-banking services and their effects. Hypotheses were tested using correlation analysis, multiple regression analysis employing a hierarchical approach, and diagnostic tests for outliers, residuals, and influential cases. Additional statistical tests, including trend analysis and contrast tests of ANOVA, were conducted to analyze demographic characteristics, particularly focusing on respondents' income levels. The study validated four primary hypotheses, demonstrating significant correlations between e-banking adoption and perceived usefulness, subjective norms, perceived behavioral control, and perceived ease of use. It was also found that variations exist in e-banking adoption concerning several demographic factors. Limitations of the study include time constraints and a restricted sample selection. However, the novelty of the research lies in the extension of TAM and TPB within the context of the current research setting.