Marketing Management

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

Browse

Author: search.filters.author.Weerasiri, S.

Search Results

Now showing 1 - 2 of 2
  • No Thumbnail Available
    Item
    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.
  • No Thumbnail Available
    Item
    Effect of promoting country of origin as an ethnocentric appeal in developing local brands: special Reference to telecommunication industry of Sri Lanka
    (2010) Weerasiri, S.; Dissanayake, D.M.R.
    Sri Lanka is emerging as service sector driven economy with the GDP penetration of 50%-60% from service sector. After imposing the open economy policy in 1977, local brands had to gear ahead with intensive competition came from international brands. Telecommunication industry of Sri Lanka has been dominated by international brands, but local brands are strategically promoting the concept of country of origin (CO) or being local as a motive for citizens to deliberately purchase locally originated brands. In this context researchers viewed this branding practice, and selected 200 respondents from four geographical areas under the stratified probability sampling method to investigate the effect of country of origin in terms of brand performance. Both descriptive and inferential statistical analysis executed by PCA (principal component analysis) factor analysis accompanied with testing two hypotheses revealed that Country of Origin (CO) or promoting as being local had impacted less significantly on brand awareness and recalled power development of telecommunication brands against the competitive foreign brands. However, it has a significant impact on brand recalling power.