Marketing Management

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/218

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Author: search.filters.author.Gunawardane, N.Start date: 2020

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    Role of Sports Sponsorships in Developing Brand Equity
    (International Journal of Business and Management Invention (IJBMI), 2020) Madushani, G.; Gunawardane, N.
    Sports sponsorship is focused to sports context as athletes, sports teams, or sporting events. Sports sponsorships moved from corporate entertainment and brand awareness generation into a sophisticated brand building, twoway marketing dais. Stadium sponsorship is a common form of sports sponsorship which bring more exposure towards a brand. The study aims to identify the sports sponsorship in creating brand equity and generating customer centric platform. The sports sponsorship measured on status of the event, personal liking of the event, event sponsor fit and attitude towards sponsor. Data collected by means of a cross-Sectional survey and the research was conducted using authors developed framework and questionnaire as the main method of data collection tool. A total of four hundred and fifty-three (453) questionnaire collected from western province. The variables of sports sponsorship found to have a positive relationship on the brand equity. The study is an original contribution to the field of sports marketing in Sri Lankan context
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    Experiential Brand Activation on Customer Brand Trust in Mobile Telecommunication Services of Sri Lanka: with special reference toward Door to Door Promotions
    (International Journal of Business and Management Invention (IJBMI), Volume 9 Issue 4 Ser. II, 2020) Ranaweera, D.P.N.; Gunawardane, N.
    The purpose of the paper is to investigate the impact of experiential brand activation namely; sensory, affective, behavioral and intellectual on consumer brand trust. The study conducted with the context of door to door promotions in mobile telecommunication sector of Sri Lanka. Data collected by the mean of cross-sectional survey among 208 respondents within the geographical area of western provinceby using convenience sampling, and both inferential and descriptive statistical tools were used to analyze the data. The variable; experiential brand activation and brand trust was indicating a positive relationship. Experiential brand activation is supported to enhance the brand experience and it leads to generate brand trust. The study is having a contribution to the felid of brand activation which is a greenhorn for studying and improving consumer experience. Further the study used the context of door to door promotion which has not yet reported in using evaluating the consumer experience within mobile telecommunication industry
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    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.