Marketing Management
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/218
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Item The Impact of Perceived Effectiveness of Celebrity Endorsement on Perceived Brand Personality(Journal of Accounting & Marketing, 2017) Dissanayake, D.M.R.; Weerasiri, R.A.S.The application of celebrity endorsement has been an intensive practice due to head-on brand competitions. It forces companies to depend on celebrities as one of the responsive strategies. However, it is crucial to examine the absolute effectiveness of celebrity endorsement towards the endorsed-brands as to rationalize marketing expenses incurred. This is a critical matter for the industries or sectors where celebrity endorsement takes place quite competitively. Alongside the said preview, this study focused to evaluate the perceived effectiveness of celebrity endorsement on perceived brand personality. Accordingly, it has examined the relationship between celebrity endorsements related dimensions with perceived brand personality to explain how it does make results-driven celebrity endorsement. Findings revealed that there is a positive relationship between perceived effectiveness of celebrity endorsement and perceived brand personality. Accordingly, it was noticed that the attractiveness and trustworthiness of celebrity endorsement prominently influence perceived brand personality as reporting significant levels of coefficient values and probability in both cases. Further, expertness of the celebrity is also playing a major role. In line with the findings, this paper contributes for the managerial practices referring how to use effective celebrity endorsement strategies to make effective brand building strategies. This could be used as a decisional guide to companies in managing celebrities to enhance brand performance without tarnishing the respective brand image and brand personality. Finally, it has presented the future research directions as a contribution to knowledge by reviewing the research gaps found in Sri Lankan context.Item The Impact of Celebrity Endorsement toward Brand Image with special Reference to Men’s Wear Apparel in Sri Lanka(Global Illuminators, Kuala Lumpur, Malaysia., 2016) Malshan, R.N.A.D.; Weerasiri, R.A.S.The working men take a significant role in the function of wearing formal wear apparel for day to day office- Number of factors affectsihe working men in selecting fashionable, quality apparel in order to fuIfil their daily clothing needs. The clothing gives men confidence, more personality uri *ot" winning afiitude for their day-to-day office work. ^celebritiei have been endorsed in modern apparel advertisements in order to thrive these needs and pass the level of confidence through celebrities. This study attempts to measure the impact of celebrity of endorsement on brand image with reference to men's wear formal apparel brands. For this research, i50tmale respondents were selected by using systematic random sampling method. The data analysis was done using correlation, regression, a"dia"k order by with the help of SPSS package version 23.0. According to the findings, celebrity endorsement and brand image are positively correlated. Thi study was conducted of focusing on three main attributes of celebrities. Those celebrity attributes were attractiveness, expertness and trust worthiness. When considering the research findings, it shows how the preferences towards men's wear apparel products (Shirts, ties, trousers) ^have been shifted over time in the modem era. The research findings reveal the most prefer,red local apparel brand in Sri Lanka, Namely 'Emerald'. Further it suggests changing the celebrities time to timc, rather depending only on crickiters, where the cricketers have becn always used for other advertisements as well and suggests moving on towards musicians and actors in order to give the same message with dil'fcrcrit pcrsonalities'Item Factors influencing on purchase intention of organic food products in Sri Lanka(Global Illuminators, Kuala Lumpur, Malaysia, 2016) Weerasiri, R.A.S.; Maldeniya, D.organic food industry currently has become one. most emergmg markets around the world. considering the recent economic growth in Sri Lanka, agricultual sector inclusive of organic food industry, holds a significani portion over the contribution to economic growth' However Sri Lanka being one of the largest exporters in agricultural sector, understandit g ttt. potential d behaviour of the consumers regarding organic food productl is vital to expand the industry. Hence the aim of this study is to u*lyr. and discuss the organic food market and customer purchasing intention in Sri Lankan context.This research study is descriptive in nature and data has been collected from 150 respondents. Secondary data were collected through rigorous literature review. Primary data were collected through u .onru.Jr survey conducted in western province using a strucired questionnaire. Stratified random sampling method was used to select the respondents for the survey. Collected data were analysed using mean analysis, frequency measures and regression. SPSS version 16.0 was used as ,oftwure package to analyse the datab. However based on the research outcome, markJting mix and pre purchase related factors have a clear positive reiationship with the'iustomer purchasing intention of organic foods..Hence the iecommendation and insights for sffategies have be;n provided via the study that can be used by organic food manufacturers in accordance with their business situation to maximize benefits for their business.Item The impact of television advertisements on youth buying behaviour with special reference to fruit drink market in Sri Lanka(The International Institute of Knowledge Management (TIIKM) Colombo, Sri Lanka, 2015) Nadeeka, H.S.; Weerasiri, R.A.S.This study aims to establish whether the effects of Television advertisement influences today's youth for buying decisions for fruit drink market in Sri Lanka. A television advertisement has enhanced their involvement in product selection and purchase, people prefer to buy TV advertised products and it is helpful in buying the new products. Today competition of the fruit drink market is increasing rapidly and compared to the competition industry growth and Advertisements are in a low level. Therefore the study was conducted on youth males and Females between 18-25 of age group who are studied in University of Kelaniya, Youth segment in Kiribathgoda and working crowd at Maradana area. Data were collected through pre structured questionnaire in order to gather qualitative and quantitative Data. Collected Data were analyzed by using SPSS 20.0 software. They also like the advertisements of the products that they are using and always not believe that products are as good as expected from TV advertisements. And also they are expecting to buy fruit drinks after watching Television Advertisements. People Believe that they can aware of new products, existing products and they can expand their knowledge by watching Television Advertisements. Youth segment think that using celebrity is a good way to remember the product name, to create positive attitude but they do not believe always it will not be true. Jingles are the most important thing to remember the product as well as feel the product. To attract the youth segment Television Advertisement should be attractive and for that can use beautiful sceneries, interesting letters and attractive people.Item The impacts of television advertisements on youth buying behavior with special reference to fruit drink market in Sri Lanka(The International Institute of Knowledge Management, Colombo, Sri Lanka, 2015) Nadeeka, H.S.; Weerasiri, R.A.S.Item Celebrity advertising and consumer behavior(Sabaragamuwa University of Sri Lanka, 2006) Weerasiri, R.A.S.; Wanninayake, W.M.C.B.