8th-2024

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Author: search.filters.author.Dissanayake, D. M. R.Has files: Yes

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Now showing 1 - 9 of 9
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    The Role of Sensory Marketing on Brand Loyalty: Examining the Mediating Effect of Consumer Brand Experience with Special Reference to Coffee Shops in Colombo, Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Karunarathne, I. G. S. G. I.; Dissanayake, D. M. R.
    The emerging coffee shop culture in Sri Lanka over the past five years, especially in Colombo, emphasises the crucial role of sensory branding in building brand loyalty. Focusing on modern coffee chains in a saturated market, this research employs advanced quantitative methods, analysing visual, olfactory, auditory, tactile, and gustative factors' impact on brand loyalty through the mediation of consumer brand experience. With a sample of 385 patrons, the study positions sensory branding as vital for diverse scenarios of dining, relaxation, studying, or professional meetings. Theoretical implications enrich sensory marketing and consumer behaviour frameworks. Bridging gaps in Colombo's coffee shop landscape, the study offers insights for local businesses, addressing empirical and research gaps while providing practical guidance amid intense competition. Emphasising sensory branding's potency, findings acknowledge limitations, suggesting future geographical expansion, qualitative approaches, and exploration of emerging technologies. Strategic insights advocate for a comprehensive sensory branding approach, fortifying brand loyalty and contributing to the ongoing discourse on sensory marketing in coffee shop consumer behaviour.
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    The Influence of User Generated Content on Consumer Resonance and Online Purchasing Intention for Clothing Brands among Young Consumers in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Madhushani, B. M. P.; Dissanayake, D. M. R.
    Modern business organisations heavily depend on online marketing strategies to create effective customer engagement. Meanwhile, today’s customers heavily use social media applications to search for and even purchase brands through online platforms. However, research gaps are still found within the scope of user-generated content on consumer resonance and its influence on online purchase intention. Whereas clothing brands have a special requirement to be investigated, Accordingly, this study investigates the main research problem, “What are the significant factors influencing the influencing the influence of user-generated content on online clothing shopping purchasing intention with the mediating effect of consumer resonance?” This study is based on a quantitative research strategy with a conceptual framework that is supported by the literature evidence. It has used research tools as structured questioners, and a convenient sampling method was used to collect the data from 384. This study used the SPSS 23 software version to support the data analysis, and the mediating effect was assessed through the Sobel test. The main hypothesis was tested using regression analysis, and other assumptions were also tested using normality, validity, and reliability. It reviews that Facebook was the most preferred social media. Also, self-presentation gratification has the most significant positive impact on online purchasing intention.
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    The Influence of Store Atmosphere on Impulsive Buying Behaviour with Special Reference to Modern Trade Outlets in Western Province: Mediating Effect on Consumer Emotions
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Wathsala, K. A. D.; Dissanayake, D. M. R.
    The study focused on the impact of store atmosphere on impulsive buying behaviour in modern trade outlets in the Western province of Sri Lanka. It also explored the mediating role of consumer emotions in this relationship, an aspect often overlooked in previous studies. The research used a quantitative design, with data analysis conducted using SPSS 22 software. Hypothesis testing involved regression analysis, and the mediating effect was assessed through the Sobel test. Results indicated a significant influence of store atmosphere on impulsive buying behaviour. Notably, consumer emotions were identified as a mediating factor in the relationship. This study is limited geographically to the Western provinces of Sri Lanka, suggesting the need for future research to broaden the scope to other provinces. Additionally, it exclusively focuses on a specific retail industry segment, prompting future investigations to explore different aspects within the retail sector. Further studies could benefit from examining each store atmospheric variable separately. For marketers in the modern trade industry, the research provides valuable insights into the complex relationships among store atmosphere, impulsive buying behaviour, and consumer emotions. This understanding can inform strategic approaches to drive growth and improve market positioning.
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    The Influence of Social Media Marketing Activities on Brand Loyalty with the Mediating Effect of Consumer Engagement with Special Reference to Skin Care Brands in Western Province of Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Dilshani, K. T.; Dissanayake, D. M. R.
    The influence of social media marketing activities on brand loyalty with the mediating effect of consumer engagement still needs to be filled up with skin care brands in the western province of Sri Lanka. Thus, this study investigates the influence of social media marketing activities on brand loyalty and how it is affected by the mediating role of consumer engagement in skincare brands in the Western Province of Sri Lanka. The required data was gathered through a distributed, structured questionnaire in the form of an online survey. The survey was conducted on 312 responses by adopting a convenience sampling method. The study was designed for quantitative analysis, and SPSS software was used for data analysis. The findings of the study prove that social media marketing activities have a positive and significant impact on brand loyalty, while consumer engagement has positively and significantly mediated the impact of social media marketing activities on brand loyalty. Further, researchers highlight implications to be practiced in the future for the betterment of consumers’ perspectives as well as marketer’s perspectives. At the end of the research study, specific suggestions are made, including possible areas for future research.
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    The Influence of Multi-Sensory Marketing on Brand Loyalty with the Mediating Effect of Customer Satisfaction with Special Reference to the Star Level Hotels in Western Province, Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Bandara, H. M.; Dissanayake, D. M. R.
    Senses play a major role in the lives of people, and when considering the customer perspective, senses are also the also the most important factor because each customer has a need to satisfy their senses through the products and services that they are purchasing. When the satisfaction is fulfilled, brand loyalty exists. This study examines the influence of multi-sensory marketing on brand loyalty with the mediating effect of customer satisfaction, with special reference to the star-level hotels in the western province of Sri Lanka. The methodological paradigm uses positivism as the research philosophy. The study is quantitative research with a deductive approach to testing the existing theories and hypotheses. Primary data collection is used for collecting data from the star-level hotel consumers in the western province by using a well-structured online questionnaire among the 384 respondents. The data were analysed using SPSS software. As per the research findings, there is a positive influence of multi-sensory marketing on brand loyalty. The results provide luxury marketers with useful information to improve consumer satisfaction and loyalty. It is advised that luxury, star-level hotel brands strategically use sensory cues to create brand loyalty. In the Sri Lankan context, the influence of multi-sensory marketing on brand loyalty should be investigated further.
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    The Impact of Sensory Branding on Impulsive Buying Behaviour with the Moderating Effect of Gender: A Study on Franchised Fast-Food Outlets in Western Province, Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Madhushinie, W. A. I.; Dissanayake, D. M. R.
    Sensory branding is one of the paramount phenomena that happens in consumer minds and aids marketers in drawing consumer attention to a particular brand only by aiming for five senses. This can result in various consumer buying decisions, including impulsive buying, which is simply engaging in unplanned purchases. As this process is indeed profitable and sustainable for marketers, this concept has become a key marketing strategy across various industries. The franchised fast-food industry is one of the industries that heavily uses sensory branding, especially in their outlets, to boost revenue. Therefore, this research study was focused on investigating the impact of sensory branding on impulsive buying, with special reference to the Western Province, where many franchised fast-food outlets are in Sri Lanka. Nevertheless, the purpose of this study expanded to include investigating the moderating impact of gender on the relationship between sensory branding and impulsive buying in a Sri Lankan context. More than 300 responses gained from a structured questionnaire circulated through online platforms were used to gain insights and testify to the hypothesis. According to the data analysis done through SPSS software, this study concluded that certain sensory aspects such as sight and smell did not significantly impact impulsive buying, while sound, taste, and touch were significant, and the moderation impact of gender was not also significant in the investigated context. Therefore, the study ends with general discussions of limitations and recommendations for future research studies.
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    Effectiveness of Celebrity Credibility on Brand Equity of Cosmetic Brands in Sri Lanka: Examining the Mediating Role of Brand Credibility
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Dissanayaka, W. A. D. A. D.; Dissanayake, D. M. R.
    This study aims to analyse the growing world of cosmetics by focusing on how celebrity credibility impacts brand equity. This research specifically investigates the effectiveness of celebrity credibility on the brand equity of cosmetic brands by examining the mediating role of brand credibility. Based on empirical evidence and applying the Associative Network Memory Model, the study analyses the link between a celebrity's credibility and a cosmetic brand's equity. It also examines how the credibility of the brand itself mediates this relationship. The brand signaling theory provides a framework for understanding this dynamic. Data was collected through an online survey with 385 participants from Sri Lanka, using convenience sampling. The researcher has used SPSS 23 version to do the analysis and used methods like exploratory factor analysis and multiple regression, uncovering a positive link between celebrity credibility and brand equity. This study is insightful for managerial implications, showing how celebrity credibility can be a powerful tool for boosting a brand's equity in cosmetic brands. The researcher has shown that, to enhance brand equity, celebrity endorsers should possess attractiveness, trustworthiness, and expertise. However, it is important to note that the study's conclusions are based on data from a specific group of Sri Lankan consumers and may not apply universally. Future research could explore these dynamics with a broader range of products and celebrities to enhance the generalisability of the findings.
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    Effectiveness of Brand Personality on Brand Loyalty of Fashion Brands in Sri Lanka: Investigating the Mediating Effect of Customer Satisfaction
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Vithana, H. V. D. S.; Dissanayake, D. M. R.
    In the fashion industry, the impact of brand personality on brand loyalty has become a critical area of study. While prior research has explored this relationship, less is known about the mediating effect of customer satisfaction in this relationship within the fashion industry. Therefore, this research investigates the influence of brand personality on brand loyalty in the Sri Lankan fashion industry, emphasising the mediating role of customer satisfaction. Utilising a quantitative research design, a structured questionnaire gathered data from 387 Sri Lankan consumers. Through regression analysis with SPSS 23, the study explored the relationships between brand personality dimensions (sincerity, excitement, competence, sophistication, and ruggedness) and brand loyalty, with customer satisfaction as a mediator. Results reveal a significant impact of brand personality on brand loyalty, with 'Ruggedness' and 'Excitement' emerging as key drivers through the mediation of customer satisfaction. These findings highlight the importance of fostering positive brand personality to enhance customer satisfaction and, subsequently, promote brand loyalty in the Sri Lankan fashion industry. The practical implications extend to brand managers, suggesting that strategies focused on improving customer satisfaction and crafting a compelling brand personality can contribute to heightened brand loyalty. Furthermore, the study recommends future research to explore cultural nuances influencing the relationship between brand personality and brand loyalty across diverse markets.
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    Application of Emotional Advertising Appeal on Consumer Brand Trust towards Consumer Electronic Brand Sector: Examining the Mediating Role of Attitude towards Advertisements
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Madhushani, V. I.; Dissanayake, D. M. R.
    The study investigates the influence of emotional advertising appeal on consumer brand trust within Sri Lanka's burgeoning consumer electronics sector, a domain seeing heightened usage, particularly in Colombo. Despite this, the impact of emotional advertising appeal on brand trust remains underexplored in Sri Lanka. Thus, this research aims to delve into this relationship, specifically examining the mediating role of attitude toward advertising. Drawing from an extensive literature review, a conceptual framework was developed. The hypotheses were tested using regression analysis, while the convenience sampling method was used to analyse data from 272 respondents who recently purchased or searched for consumer electronic items in Sri Lanka's Western province. The analysis was assisted by the SPSS 23 version. Results reveal a significant impact of emotional advertising dimensions (humor and romance appeal) on brand trust. Notably, the study reveals the mediating effect of attitude toward advertising in linking emotional advertising appeal to brand trust. There is still a need for more research into the effect of emotional advertising appeal on brand trust and attitudes toward advertising in the Sri Lankan context. Additionally, the paper discusses managerial implications and suggests avenues for future research, contributing novel insights to the field.