Marketing Management

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Age of the consumer and service quality
(2011) Ranjanee, R.P.C.; Herath, H.M.R.P.
Antecedents of Customer Base Brand Equity: Empirical Evidence from Beer Industry in Sri Lanka
(2011) Wanninayake, W.M.C.B.; Chovancova, M.
Brand equity is strategically crucial element in the marketing programme in any organization. Even though it is strategic element of branding, it is difficult to measure. Previous researchers have made considerable attempt to develop constructs and tools to measure brand equity, but there is no universally accepted way to measure it. Most of the researchers have argued that antecedents and dimension of brand equity can be varied in different industries and different contexts. Therefore researchers have addressed this issue with considering antecedents of brand equity in the beer industry in Sri Lanka. The main objective of the study is to identify the most significant antecedents of brand equity in Sri Lankan beer market. Aaker’s well-known brand equity model was used for developing conceptual framework. Survey method was used to gather primary data from 250 selected customers in age group 18 to 35 years by administrating detailed questionnaire. Structural equation Modeling was employed to investigate the causal relationships among the four dimensions of brand equity and overall brand equity in respective industry. Reliability test was carried out and Cronbach’s Alpha values of every question items were found that a good interring reliability exist with the data. The results indicated that brand association and brand loyalty has direct relationship with brand equity of Sri Lankan beer market and perceived quality and brand awareness has indirect relationship. Therefore this paper shows that brand managers and marketing planners of beer manufacturers should consider the relative importance of brand equity dimensions in their overall brand equity evaluation, and should concentrate their efforts primarily on building brand loyalty and image.
Application of Package Based Data Analysis: An Explanation with Service Sector Research Study
(Staff Development Unit, Faculty of Commerce & Management Studies, University of Kelaniya, 2015) Wijenayake, S.I.
In the recent past, many changes have happened in all most all the sectors in the world and these changes have inspired the scholars to come up with new initiatives to uplift the living standards of people. One of the key drivers of the changes in the resent past is globalisation. Globalisation has become a crucial phenomenon with profound impacts on many sectors. Most important thing about globalisation is that it can be an opportunity and a threat at the same time. Organisations which are highly adaptable to this changing nature of the global market have been able to capitalise on the opportunities of the globalisation. This unstoppable phenomenon has captured the global banking sector too. There have been many changes happening in the way the certain aspects of the banking industry are conceptualised and functioned.
Application of six sigma in India and Sri Lanka. Review of Professional Management
(New Delhi Institute of Management, 2009) Tannan, S.K.; Herath, H.M.R.P.
India has been pogitioned as the most favored destination for outsourcing in the world. The nation has made significant progress and established itself as a preferred outsourcing destination owing to factors like availability of vast talent pool, good telecom infrastructure, conducive Government policies, and stable economic environment and, above all, cost arbitrage benefits. Thirty Six Indian firms have made it to the 2007 Global Services 100 list of the world,s best InfoTech and Business process Outsourcing (BpO) companies. The USA with 32 companies is the second largest contributor to the list-however, over a dozen of these US firms operate largely through BpO offices in India. Some of the most successful companies today have adopted Six Sigma as a mean to achieve the end of providing a value proposition to clients that encompasses superior quality and competitive pricing. Over the years, Six Sigma has added multiple billions of dollars to the financial bottom-line of numerous organizations and is used in many areas, including financial, healthcare, military and generJl manufacturing. Among the leading companies that emphas,ize,Six Sigma are GE, Motorola, American Express, 3M, and Sun Microsystems, and Dupont, Bank of America, Rolls Royce, Boeing and Wipro. For companies, which are contemplating to embark on the Six Sigma journey, it just takes five basic steps to maintain and improve their competitive position: (1) Define competitiveness for the business (2) What are your customer expectations? (3) How are your competitors peforming? (4) determine the gaps between your competitork pedormance and your own (5) Close the gaps. Companies which have not yet embraced Six Sigma argue that approaches like TeM, Benchmarking, and business excellence are the key to unlock the potential in the organizations.
Application of Social Media for Personal Branding: A Conceptual Review
(The International Journal Of Business & Management, 2020) Nanayakkara, N.W.O.K.D.S.P.; Dissanayake, D.M.R.
The present context of digitalized era promotes the need of branding in an online context. The use of social media for personal branding has been a fast-growing trend and such tools are being competitive in the contemporary business environment. Empirical studies are found clarifying how personal branding carried out through social media whilst claiming further investigations in line with the challenges and issues attributed in different markets, generations and countries. Social media platforms are promptly growing resulting empirical studies to investigate effectiveness of different social media tools and strategies. Alongside, this study attempts to investigate how social media has been utilized for personal branding applications. Paper followed an extensive literature review to build a discussion on theoretical and empirical contents related to social media use in personal branding whilst a rationale is made on the relevance of the theory of social capital. Paper attempts to appreciate the application of social capital theory to explain the theoretical foundation in the use of social media for personal branding whilst trust is highlighted as an additional notion within. The literature review was executed addressing to key sub contents related to personal branding and social media. It reviewed journal articles as the main source of information to organize the contents with empirical justifications. Finally, paper discusses the concepts of brand image, brand identity and brand positioning in personal branding and how active involvement of social media results online personal branding.
Attitude of Parents towards Television Viewing and Children’s Advertising in Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya, 2011) Fernando, P.M.P.
Advertising is the best-known and most widely discussed form of promotion probably because of its pervasiveness. It’s considered as a very cost effective method for communicating with large audiences and also can be used to create brand images and symbolic appeals of the brand. Marketers and advertisers have identified that children are one of the main segments they can target their various appeals. They represent an important demographic to marketers because they have their own purchasing power, they influence their parents' buying decisions and they are the adult consumers of the future. However one of the most controversial topics advertisers must deal with is the issue of advertising on children. This research was done with the purpose to identify the level of attitude of parents towards children’s advertising and its relationship with parental mediation of children’s television viewing behavior. A questionnaire assessing the attitudes was distributed among 200 parents of primary and secondary school children in Western Province of Sri Lanka. The survey results indicated that parents’ hold negative attitude towards television advertising in general and children’s advertising specifically. Further the survey revealed that although parents perceive that they have to control the televising viewing behavior of children, the mediation on this was low among the Sri Lankan parents.
The Attitudes of Customers towards Green Investments
(2009) Wanninayake, W.M.C.B.; Herath, H.M.R.P.
Wth the arrival of societal Marketing concept to the business environruent, Green Investment has g?ine!-much importance than it had. The societal marketing concept says rhil an organization should deliver the desired satisfaction of the customer in a way thit preserves or enhctnces the consumers' and the socie_ly's well-being. Investment in green sh-ares gives relaliveh,high rates ,.freturn- qs a sort of highly socially responsible investment. In the western countries q domestic growth in green investments introductions at the beginning of the 1990's and currently the market for green investments has been expanded rapti-ly. tn ile "us,a, one out of eight tLS dllturs invested in Green shares. The Sri Lankan market ii Cieen Investments, still not have reachecl to that level of western countries,-but_sr(uatly it has been improved than earlier years. Onbt a.fstv organizations can befomtd in sri Lanka thosewho engage in tropicalforestry. This paper deals with an evalaation of afiintctds of poten-tial "urto*", clientele towards the Green Investmen-ts, specially invest on tropical forgstry. The study was based on secon4ary da1a. and p-'lyory data. Primary data were collected by conducting a representative survey of interviewing 200 respondents through.a structured questionnaire. Tie sample elements were selected using convenience sampling teclniques descriptive statistics were used to analyze gathered clata. Findings showed that only a less percentage of interviewed customeri hid Jhvorable attitudes tgwards invest in tropigal for_eltry and furiher it was revealed that the willingness to invest in forestry is afunction ofvariables of edtlcatrion level, income, environmental awireness, nature of promotions and expected proJits. Based on the results, conclusions are drawn regarding marketing strategies to improve their market in the marketer's point of view.
Beyond breathing exercises: rethinking mindfulness through a Buddhist lens to combat unethical decision-making in organizations
(Emerald Publishing Limited, 2025) Perera, G.N.R.; Feranita, F.; Xavier, J.A.; B. Jaya Kumar, T.
Purpose The purpose of this study is to explore the intersection of mindfulness practices and ethical decision-making within organisational leadership. Drawing from ancient Buddhist principles and contemporary neuroscience, this study aims to illuminate how mindfulness can enhance cognitive and emotional regulation, thereby fostering ethical behaviour and improved decision-making among leaders and employees. By examining the theoretical and practical implications of mindfulness in the context of organisational behaviour, this research seeks to contribute to the development of more compassionate, ethical and effective leadership practices, ultimately promoting a more mindful and sustainable business environment. Design/methodology/approach This concept paper explores the integration of mindfulness meditation practices with decision-making, particularly its influence on ethical choices, through a comparative study of modern techniques and the ancient teachings of the Tripitaka. Using a methodology that spans literature review in organisational behaviour and leadership, alongside in-depth analysis of the Tripitaka and contributions from scholars like Bhikkhu Bodhi, the paper examines the potential of mindfulness in enhancing ethical decision-making. It incorporates a range of sources, including peer-reviewed journals and seminal books across various disciplines, to underscore the transformative potential of mindfulness in addressing contemporary challenges and guiding leadership practices. Findings This discussion explores how mindfulness, rooted in ancient Buddhist philosophy and aligned with modern neuroscience, can significantly enhance managerial decision-making by fostering a balance between cognitive and emotional factors. It delves into the transformative potential of mindfulness in refining thought processes, promoting ethical decision-making and mitigating cognitive biases. By bridging traditional wisdom with contemporary scientific insights, the analysis underscores mindfulness as an active, dynamic process crucial for personal growth and effective leadership in complex environments. Research limitations/implications One limitation of this research is its reliance on theoretical frameworks and literature reviews, which may not capture the full range of practical challenges in implementing mindfulness practices within organisations. Additionally, the diversity in mindfulness methodologies and the subjective nature of mindfulness experiences may affect the generalisability of the findings. Future research should include empirical studies to validate the proposed benefits of mindfulness in organisational settings and explore the most effective strategies for integrating mindfulness practices into leadership and decision-making processes. This would help in understanding how mindfulness can be tailored to suit different organisational cultures and individual preferences. Practical implications The practical implications of applying mindfulness in organisational settings include enhanced decision-making abilities, improved leadership effectiveness and increased employee well-being. Mindfulness training can equip leaders and employees with the skills to manage stress, navigate complex ethical decisions and maintain focus amidst distractions, leading to more thoughtful and responsible business practices. Organisations might see a reduction in conflict, enhanced creativity and better teamwork, contributing to a more harmonious and productive workplace. Implementing mindfulness programmes could also support talent retention and attraction by promoting a workplace culture that values mental health and ethical behaviour. Social implications The social implications of integrating mindfulness into organisational decision-making and leadership, as suggested by the document, include promoting ethical behaviour, enhancing emotional regulation and improving team dynamics. Mindfulness practices can lead to more informed and conscious decision-making, reducing cognitive biases and fostering a culture of ethical awareness within organisations. This shift towards mindful leadership could potentially transform organisational cultures, encouraging greater compassion, ethical responsibility and collective well-being, thereby contributing positively to broader societal values and norms. Originality/value The originality and value of this research lie in its novel integration of mindfulness concepts derived from ancient Buddhist teachings with contemporary neuroscience and organisational behaviour studies. By exploring the deep-rooted philosophical underpinnings of mindfulness and their applicability to modern ethical decision-making and leadership practices, this work offers a unique perspective that bridges historical wisdom with current scientific understanding. It provides a comprehensive framework for understanding the transformative potential of mindfulness in organisational settings, highlighting its capacity to foster ethical leadership, enhance decision-making processes and contribute to a more mindful, compassionate and sustainable business environment.
Blinded by the sand of its burrowing?Examining fans’ intentions to follow one-day cricket on TV with a moderating effect of social influence
(International Journal of Sports Marketing and Sponsorship, 2019) Kashif, M.; Fernando, P.M.P.; Wijenayake, S.I.
Purpose – The purpose of this paper is to investigate the effect of patriotism, nostalgia, drama and excitement of the game, and interest in star players to predict fans’ intentions to follow one-day cricket in near future. Furthermore, social influence is positioned as a moderator to enrich the understanding of fans’ motives to follow one-day cricket. Design/methodology/approach – The data are collected by means of a cross-sectional survey conducted among 609 university students enroled in Pakistani and Sri Lankan universities. The collected data are analysed by employing a structural equation modelling procedures to reach meaningful conclusions. Findings – The variables of patriotism, nostalgic associations, excitement and drama of the game, and interest in star players are found to positively relate to the fans’ intentions to follow one-day cricket in near future. However, the moderating effects of social influence only moderated with interest in star players, which has practical and theoretical implications. Originality/value – The study is an original contribution to the field of sports marketing. The proposed relationships are based on social identity theory paradigm. Furthermore, the moderating effects of social influence and a multi-country data are unique to this study. Finally, in previous studies, football fans’ motivation and test-match cricket fans’ motivations are studied, hence one-day cricket as a context is also unique to this study.
Brand Activation in Driving Customer Engagement: Theoretical and Practice Review
(The International Journal of Business & Management, Vol 8 Issue 5, 2020) Gunawardane, N.; Thilina, D.K.
Brand Activation claimed to be a promotional tool use by organizations in order to induce their customers towards the brand. Literature evidence proves brand activation as an experiential learning technique compels customers to retain brand related information within the minds. The inconclusive literature on brand activation provides the platform further to investigate the area of brand activation with customer driven concepts. The review enlighten the avenues of brand activation in advance, customer engagement use as the outcome variable with brand activation as the predictor variable. The study adopted the literature and case review as the methodology. The review identified that brand activation is as a manipulative factor on customer engagement, and customer loyalty is the final result of it.
Brand Activation: A Review on Conceptual and Practice Perspectives
(Published by Canadian Center of Science and Education, 2018) Dissanayake, R.; Gunawardane, N.
empirical studies claim brand activation is inline within the scope of event marketing. As per some arguments, brand activation finds itself imprecise foundation to explain its theoretical foundation. Supportively, studies are highlighting theoretical and empirical scant in examining influence of brand activation though practices are extendedly found. Alongside, this paper attempts to review the notion of brand activation in relation to empirical explanations, cases and its presence in different scenarios. Authors followed literature review as the main research strategy whilst specific attention was made to Asian market context in explaining cases and practices. Accordingly, paper investigates the concept of brand activation in relations to different scopes including branding, consumer behavior whilst digital or viral marketing platforms are also referred. Authors discuss the influence and association of brand activation with reference to different scenarios and cases directing future research requirements. Paper concludes research propositions in line with the empirical justifications encouraging future research priorities.
Brand Building Strategies and Customer Buying Decisions: A Study on Growing up Milk Powder Market of Sri Lanka
(NSBM Business & Management Journal, 2015) Dissanayake, D.M.R.
Growing up Milk Powder Market of Sri Lanka seems to be an aggressively a competitive context since multinationals largely operate with extended brand building strategies. The promotional budget and operational investments undertaken by those brands should be rationalized in par with brand performance. Researcher has focused this context in building the research problem and accordingly conceptualized the study with three independent variables namely brand values, brand benefits and brand personality as brand strategies. The dependent variable was customer buying intention. It has followed a deductive approach as the overall research design. Three hypotheses were tested in this study by using correlation analysis and descriptive statistical analysis was conducted to reveal the customer responses towards branding strategies undertaken by practitioners. It has given the conclusion along with key recommendations as contribution to practice at the end of the paper.
Brand Differentiation in Industrial Sector Context: Empirical Review and Case Evidences in Sri Lanka
(International Journal of Scientific & Engineering Research, 2017) Munasinghe, A.; Dissanayake, D.M.R.
This paper reviews theories, models and empirical insights on brand differentiations alongside briefing to industry practices in Sri Lanka. Prior researches have provided a ground reviewing brand differentiation strategies, but this paper attempts to highlight the practice notions in Sri Lankan market in line with the empirical evidences. Literature review was the main strategy followed in building empirical explanations whilst industry-related cases were brought to the paper. Authors conducted some interview with industrial sector corporate managers and professionals to reveal the industry-related practices executed on brand differentiation in Sri Lanka. Besides the empirical evidences, it referred some research reports carried out by companies to provide industry-related research insights to rationalize some arguments. Managers in industrial and consumer durable sector organizations could associate the insights of this paper in patterning respective competitive strategies and brand building strategies to earn effective brand-related behaviors. Authors suggest future research propositions referring industry-related cases in the scope of brand differentiation.
Building Brand Equity through Integrated Business Model: A Case of Cable Brand in Sri Lanka
(IES Management College and Research Centre, Mumbai, India, 2015) Dissanayake, D.M.R.
There are mainly six local companies in Sri Lanka operate on cable manufacturing and trading business namely ACL Cables, Kelani Cables, Sierra Cables, Ruhunu Cables, Kamal Cables and Orange Cables. As ACL Cables and Kelani Cables are in the export market, they manufacture their cables complying with the British and Australian Standards.This study is based on “Kelani Brand” which is currently exporting to Maldives, Bangladesh and India in the region. Branding a cable product is a critical challenge where it has to cater for both consumer market and industrial segments. Researcher specially focused on how the said Cable brand has effectively acclimated to branding strategies rather operating as a generic product. Special reference was made to study how the organizations strategized the functional and emotional brand appeals to develop brand equity for the end-user market. Study has been conceptualized brand building variables as independent factors and purchasing decision as the dependent factor. Researcher has analysed the result of the implementation of brad building model of Kelani Cables via descriptive and inferential statistical analysis. Conclusion of the study has provided hindsight as contribution to practice at the end of the report.
A case study approach on impact of branding on society in Sri Lankan context
(Kalasalingam University, 2008) Herath, H.M.R.P.
In the Sri Lankan context the explored area of branding literature is relatively very low. r Nowadays the brands are marketed to the customers not the products. The customers are brand seekers not the product seekers. They are willing to pay premium prices for their favourable brands than the average brands. Today's customer is more sophisticated and challenging due to the unlimited exposure of information with the development of information communication Technology. Thereby it has become a challenge to the marketers when it come6 to differentiate their products from other similar products. How it has been solved is through creating a distinguish name, symbol, logo or combination of them which is known as a brand. The organizations are ready to spend any amount of money in order to improve their brand image because it is an investment for the organization rather than a merely expenditure. I4lhen it is looked at a brand from the organizational point of view, brand equity is a most important asset it their balance sheet. Hence the situation is so, the impact that the brands are made on the day to day lives of the customers is relevant to measure to look at the same phenomenon from the societal point of view.
Celebrity advertising and consumer behavior
(Sabaragamuwa University of Sri Lanka, 2006) Weerasiri, R.A.S.; Wanninayake, W.M.C.B.
Celebrity Endorsement and Consumer Buying Intention With Relation to the Television Advertisement for Perfumes
(David Publishing, 2017) Priyankara, R.; Weerasiri, S.; Dissanayaka, R.; Jinadasa, M.
This present paper explores the celebrities appearing on television advertisements. The purpose is to identify the influence of celebrity endorsement on consumer buying intention in Sri Lanka. Television Advertising is one of the marketing communication tools used to receive the attention of the customer and build their loyalty to perfume brands. Celebrity advertisement is an important and frequently used marketing tool to directly influence the consumers’ purchase intentions. The aim of this study is to determine the effect of celebrity endorsement on customer purchasing intention for perfume brands. The survey method was used as the research method. Questionnaire was utilized in gathering information from the respondents in Colombo and Gampaha in Sri Lanka. Cluster sampling was used to select a sample size of 100 and collected data were analyzed descriptively using the SPSS 20.0 version. Correlation analysis was conducted to establish the nature of the relationship between the celebrity endorsers and consumer purchasing intention. Results showed significant relationship between the celebrity endorsement (likability, credibility, personality, attractiveness, and expertise) and consumer purchasing intention, so that all five hypotheses were accepted by this exploration.
A comparative study of service quality and customer service in public sector and private sector commercial banks
(2007) Wanninayake, W.M.C.B.; Dissanayake, D.M.R.
The commercial banking sector in Sri Lanka has been rapidly growing in the last two decades. The entire banking sector consists of both private and public sector banks, and private sector banks have been diversifying tremendously compared to the public sector. The public sector banks are implementing restructuring strategies to face these competitive forces aroused by the private sector commercial bankers. However, the service quality improvements, differentiation of service marketing and continuous customer service enhancements are the critical successive factors in this industry. This study was based on both primary and secondary data. The primary data was collected from a sample survey that was conducted in six districts namely Colombo, Gampaha, Kurunegala, Anuradhapura, Kandy and Galle. Then, 300 respondents who are customers of banks having experiences in both public and private sector banks, were asked to answer the prepared questionnaires. The service quality and customer service were the major two variables of the above-mentioned research study. Finally, the study revealed that customers of public sector banks experienced a higher service gap compared to the private sector banks. However, the perceived satisfaction towards the public sector banks of rural area customers is higher compared to those of urban customers. The study identifies that the process efficiency and interactive service marketing are comparatively poor in public sector banks and yet customers feel a higher level of confidence on public sector banks than on the private sector. Researchers have presented some recommendations for public sector banks to develop service quality and customer service competitively.
A Conceptual Review on Impact of Green Practices on Green Brand Equity: With the Moderating Effect of Consumer Traceability Knowledge
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Fernando, A. L.; Dissanayake, A. G. M. D. C.
A rapid increase in the implementation of green practices can be observed by companies to support sustainability objectives with the rise of environmental concerns. In today's cutthroat market, green brand equity (GBE), which represents a brand's perceived environmental friendliness, has emerged as a crucial component. Consumer traceability knowledge, which measures how well customers can track the environmental impact of a brand's products, is still not well understood in the context of GBE. Even though previous researchers have focused on the relationship between green practices and green brand equity, this research specifically seeks to determine the moderation effect of consumer traceability knowledge between the variables of green practices and green brand equity. The deductive research approach is adopted by the researcher, which is a formal and top-down way of conducting research based on existing literature. The researcher gathers primary data through a questionnaire to test the research study, hypothesis, and constructs. The researcher intends to use SPSS 25 to analyses the data, applying the hypotheses to the simple regression analysis and the Hayes process model. This study expects to yield several expected findings. One of the main anticipated results is that a company's green brand equity and the implementation of green practices are positively correlated. It is anticipated that the study demonstrates how consumer traceability awareness modifies the link between green practices and green brand equity. This study underlines the critical function of Consumer Traceability Knowledge as a moderator and the value of Green Practices in boosting GBE. It underlines the significance of transparency in building positive consumer views and offers insightful information for firms looking to develop sustainable brand equity. This study advances green marketing and sustainability strategies by thoroughly analyzing these dynamics, empowering businesses to successfully negotiate the shifting consumer environment of eco-consciousness.
Consumer Decision-Making Styles and Local Brand Biasness: Exploration in the Czech Republic
(Journal of Competitiveness, 2014) Wanninayake W.M.C.B
The modern marketer shows a growing interest in the research of consumer decision-making styles to understand how an individual makes his/her buying decisions in the competitive envi- ronment. This concept is important because it determines the behavioral patterns of consumers and is relevant for market segmentation. Most of the previous researchers have adapted to Con- sumer Style Inventory (CSI) introduced by Sproles and Kendall in 1986 as a common tool for assessing the decision-making styles of customers. Though researchers have validated CSI in dif- ferent cultural and social contexts, very limited studies were carried out to explore the relation- ship between consumer decision-making styles and their domestic brand biasness. Therefore, the present study mainly focuses on exploring the impact of consumer decision-making styles on their preference towards domestic brands in the context of the Czech Republic. The sample for this study was drawn from adult customers who live in the Brno, Zlín, and Olomouc regions in the Czech Republic. A group of students from the Bachelor’s degree programme in Management and Economics, Tomas Bata University in Zlín were selected as enumerators for data collection. Altogether 200 questionnaires were distributed and 123 completed questionnaires were taken in for final analysis. The decision- making styles were measured using Sproles and Kendall’s (1986) CSI instrument. Cronbach’s Alpha values of each construct confirmed that there is a good interring reliability associated with the data. Principle Component Analysis was employed to de- termine the decision-making styles of Czech customers and the one-way ANOVA was used for testing hypotheses. The findings revealed that seven decision-making styles are appeared among Czech customers and fashion consciousness, recreational orientation, impulsiveness, and price consciousness of customers show a direct relationship with the domestic brand biasness. Other styles did not show a significant relationship with domestic brand preferences in the given con- text. Finally, the researchers provide some suggestions for domestic firms in the Czech Republic to develop appropriate marketing strategies for attracting customers towards domestic brands.