Commerce and Management
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Item The Impact of Consumer Perceived Value on Consumer Buying Intention for Value-for-Money Fashion Brands: Moderating Role of Age in Cambodian Market(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Manarangi, K.T.A.; Dharmawardane, M.N.S.H.; Dissanayake, D.M.R.Consumer behavior of different products and services is featured by market-based factors apart from the individual factors. The notion of customer perceived value and its influence on purchase behaviors has been examined by different authors with reference to diversified product scopes. However, research gaps have been found in terms of fashion sector buying behavior as it connects to contextual factors. Accordingly, this study addresses the purchasing intention related issues found in Cambodian market for value for money fashion brands depending on empirical and practice related issues. This study was based on a deductive method and quantitative research techniques were used to investigate the purchasing intention for value for money fashion brands in Cambodian market. This study employed convenient sampling technique and distributed 450 questionnaires for the data collection process, but finally limited to 435 completed questionnaires for the analysis. It has analyzed the moderating effect of age for the same variable connections based on the research gaps claimed. Data was analyzed by using inferential statistical tools supported by SPSS-23 software. Results proved that different components of perceived value do have a significant effect on purchase intention towards value for money fashion brands in Cambodian market. The moderating rile of age was also proved statistically. This paper highlights dome managerial implications addressing market-related issues and practices.Item Frugal Innovation and Core Characteristics: A Systematic Literature Review(Scope, 2023) Velananda, Y.L.; Dissanayake, D.M.R.; Wickramasinghe, C. N.Making products that cater to the requirements of emerging and new markets may help businesses all around the world. The concept of frugal innovation has resulted in many successful products for various markets that save money, focus on the most critical aspects, and perform well. According to the literature study, organizations must have a frugal mindset to come up with frugal innovations. For this qualitative study, the SPIDER methodology was employed. Businesses must learn to think frugally to come up with innovative ideas on a limited budget. A comprehensive review of the literature was undertaken to identify the most important aspects influencing people's decisions on frugal innovation initiatives at work. The review of relevant literature yielded important parameters. The goal of this study was to establish an understanding of what frugal innovations mean to different researchers, and what characteristics are essential for launching and sustaining frugal innovations. The conclusions of this study have implications for academic research on frugal innovations and the frugal attitude, as well as for businesses seeking new ways to save money and expand their market opportunities while capturing an unserved market with frugal innovations. This paper examines the core characteristics of frugal innovation: Affordability, optimized for performance level, concentration on core functionality, simplicity, high quality, eco-friendly, and sustainability. The main research strategy used was the systematic literature review with some attention given to cases and practices based on the Sri Lankan context. The paper discusses different scenarios and cases guiding future research directions. It concludes research avenues by highlighting future research directions for extended studies.Item Influence of Perceived Quality and Brand Awareness on Brand Loyalty: Examining the Mediating Role of Brand Trust within Biscuit Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Akarawita, G. Sachintha; Dissanayake, D.M.R.Building and managing consumer brand relationships to foster Brand Loyalty is a challenge for marketers. Investigation on the behavior of consumer brand relationships in the Biscuit Industry is a necessity, as it is a major industry in Sri Lanka. Furthermore, identifying the influencing ability of Perceived Quality on Brand Loyalty is an emergent need in the biscuit industry in Sri Lanka, since there is a growing trend of investments on quality improvements without investigating the effectiveness in terms of Brand Loyalty. By referring to relevant literature and accepted theories, the conceptual framework of this research is developed in order to examine the influence of Perceived Quality and Brand Awareness on Brand Loyalty. The research also examined the mediating effect of Brand Trust on the relationship of Perceived Quality and Brand Loyalty as well as the relationship of Brand Awareness and Brand Loyalty. This research follows deductive approach and cross-sectional time horizon. The study is carried out under quantitative strategy through survey method by using structured questionnaire. Subsequent to the assurance of validity and reliability measures of the scale through pilot study, 389 respondents contributed for the final data collection. The data were analyzed using multiple regression method. The results indicate that, there is no significant positive influence of Perceived Quality on Brand Loyalty, while there is a significant positive influence of Brand Awareness on Brand Loyalty. Similarly, there is a significant positive influence of Brand Trust on Brand Loyalty. In addition, the results emphasize that there is a full mediation effect of Brand Trust on the impact of Perceived Quality on Brand Loyalty, while it engages on the impact of Brand Awareness on Brand Loyalty as a partial mediation. This research contributes to the literature on consumer-brand relationships with empirical evidence from Sri Lanka. Further, this study provides direction for marketers in the Biscuit Industry to enhance Brand Loyalty to become competitive in the market.Item Impact of Multi Sensory Appeals of Personal Care Brands on Brand Evangelism(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Ranasinghe, D.K.; Dissanayake, D.M.R.The behaviour of consumers in modern context has undergone a significant change where consumers have become more sensitive towards sensory appeals embedded with product brands. Consumers have become more conscious on what they purchase and pay a considerable amount of time in making purchase decisions. At the same time, human senses are played a powerful role in influencing emotions and perceptions of customers in their purchasing behaviour. As the main objective, this study was focused on identifying how multi-sensory appeals named touch, smell, sound, sight and taste embedded with personal care brands of Fast Moving Consumer Goods which stimulate human senses can be influenced on total behaviour of consumers which is known as Brand Evangelism. Reason for the selection of personal care category for the study is that, sensory touch points are more frequently used in personal care brands with compared to other categories such as food and home care. The findings of this study are crucial for Fast Moving Consumer Goods businesses in determining the relationship between multi-sensory appeals with brand evangelism. Quantitative research was chosen as the research design where multi stage cluster sampling was used to draw sample from the population. Sample was consisted with respondents who purchase or consume personal care products under the categories of skin care, hair care and oral care. Higher number of customers who use or purchase personal care brands are heavily located in western province rather than other provinces in Sri Lanka. By taking this aspect in to consideration, clusters were selected based on population variances among personal care brand usage and appropriate weightage were given to select the sample from clusters. Moreover, structured questionnaires were distributed among the sample in order to collect data for analysis. Impact of multi-sensory appeals of personal care brands on brand evangelism has been analysed through this research study. Findings discovered that there is a strong positive relationship between multi-sensory appeals such as Sight, Smell and Taste with brand evangelism in personal care category. Further, Brand love has played the mediating role between multi-sensory factors and brand evangelism. Based on findings, it is recommended to keep focus on sight, smell and taste when developing product features and attributes such as ingredients, design and packaging in personal care brands. This is useful in managerial decision making at the point of product development where attention can be narrowed down to prominent sensory appeals rather than focusing on all the sensory elements at the same time.Item Internal Marketing and Brand Commitment: An Empirical Review on Employee Perspective in Services Sector(International Journal of Humanities and Social Science Invention (IJHSSI), 2019) Kumara, D.W.; Dissanayake, D.M.R.Internal marketing and brand-related behavior of employees are found as extendedly researched notions across the markets and product scopes. The concept of internal marketing has been referred in empirical studies connected to different variables and propositions. In addition, brand-related behavior of employees have been studied with specific variables as different facets of committed behavior. Band commitment is one of the main variables found within the domain of brand-related behavior of employees. Studies have discussed employee brand commitment behavior in relation tointernal branding and brand citizenship behaviors. Alongside, it is clear that the interrelated nature of internal marketing,internal branding, and brand citizenship behavior on employee brand commitment behavior has been a highlighted research avenue. Meanwhile, service sector brands and firms have been extendedly considered in recently held studies when examining the concepts of internal marketing and employee brand commitment behavior. The main argument found with the said is services are fully engaged with employees as a value delivering component, thus, their commitment is a critical factor for the external customer satisfaction. However, empirical studies still claim to investigate how internal marketing practices and brand-related behaviors of employees are interconnected within the services sector firms. Accordingly, this paper also attempted to examine the empirical insights revealing how internal marketing and employee brand commitment behaviors are interconnected. This Paper further highlights the empirical thoughts shared on service sector as a specific matter based on the literature review carried out. Paper concludes the future research priorities by summarizing the content presented in the paper whilst highlighting services sector as a specific research niche.Item Strategic Imperatives for the Post Covid-19 Era: With Special Focus on Sri Lankan Industries(International Journal of Latest Engineering and Management Research (IJLEMR), 2020) Rajaratnam, R.A.; Medis, A. P.; Dissanayake, D.M.R.Strategies provide intent for organizations to drive their respective business models. The responsiveness to environment challenges and dynamics is a must for corporates to survive and grow even during turbulent conditions. The term „strategy‟ and its content had been associated in this paper to bridge the explanations and arguments on how strategy should be reshaped when totally unpredicted scenarios emerge. The Covid-19 outbreak provided a lesson, to the entire global market and to rethink the strategic intent of organizations. The strategic imperatives during the outbreak conditions should be carefully planned and implemented with rationalized business models. This paper attempts to investigate the strategic imperatives and how they need to be connected with proper scenario planning, resulting in a focused-strategic drive. Included are reviews on global business scenarios whilst highlighting some key incidents of global corporates and country situations. This paper provides a platform to understand how Covid-19 outbreak made holistic impacts on economies and societies that ultimately resulted in new-normal adaptation options for corporates. Authors undertook a literature review to unveil the empirical discussions whilst cases of Sri Lankan market were highlighted to explain the real life experiences on how local corporates adopted to new-normal scenarios. The best practices undertaken by Sri Lankan firms and industries were referred to generate a practise-related knowledge sharing. Finally, this paper concludes the essence of the paper, whilst proposing the importance of reviewing hands-on cases in Sri Lanka to share new knowledge insights to practitioners.Item Impact Of Sensory Marketing Strategies On Brand Love: A Study Of Franchised Fast Food Chains In Sri Lanka(International Journal of Research in Commerce and Management Studies, 2020) Dissabandara, D.R.; Dissanayake, D.M.R.Brands competing in food industry require a clear emphasis on sensory stimuli when developing their marketing strategies to cater different segments in the market. Sensory marketing plays a vital role in creating long standing relationship with consumers. The impact s sensory marketing on consumer behaviour is a widely examined research scope but still empirical gaps are claimed within different product scopes and market contexts. Having said, this paper investigated the research problem of how sensory marketing strategies result brand love in line with the empirical gaps and practice issues posited within the franchised fast food chains in Sri Lanka. Study was based on the international franchised fast food channels operate in Sri Lanka. Multi stage cluster sampling method was used and 200 questionnaires were distributed to the consumers of fast food chains. Quantitative method was employed with a questionnaire to execute the study in order to investigate how five sub divisions of sensory marketing strategies influence brand love. Structural Equation Modelling (SEM) supported by a Confirmatory Factor Analysis (CFA) produced with AMOS-23 software version was occupied to test five hypotheses formulated in this study. Results revealed that four dimensions namely visual, olfactory, auditory & gustative factors impact brand love whilst tactile factors were not proven. Based on key findings this paper highlights the managerial implications and areas for future research directions.Item Review On Advertising Creativity, Brand Personality And Celebrity Personality(Journal of Critical Reviews, 2020) Jinadasa, M.; Perera, R.P.; Dissanayake, D.M.R.; Weerakoon, R.Advertising is one of the vastly applied marketing communication tools in the world and creativity plays a significant role within resulting positive consumer evaluations. Meanwhile, celebrities are used in advertisements across the world reporting a tremendous rate of use in all types of media. Some argued that the effectiveness of celebrities is still questionable whilst many studies admire what it does for brand building strategies. There are theories and models explaining what makes celebrities effective for favorable brand evaluations. Meanwhile, studies signify brand personality as one of the facets of brand evaluations resulted by marketing communications. Empirical studies are found claiming further research works to examining the effectiveness of celebrities in developing perceived band personality. Arguments are found stating celebrity character and brand personality congruence is a viral combination whilst empirical thoughts suggest to further examine such relationships with reference to different cultures and product scopes. Accordingly, this paper reviews the literatures about how creativity is used in the advertising with special reference to the brand personality and the celebrity endorser‟s personality. Therefore, this paper produces an empirical discussion on creativity, advertising, brand personality and celebrity personality as the main components and conceptual relationships are reviewed accordingly. Paper followed a comprehensive literature review to discuss the empirical thoughts on main concepts. It made an attempt to prove the relationships amongst the main variables namely creativity of advertising, brand personality and celebrity personality whilst discussion was made to relate evidences in different countries and product scopes. Finally, paper concludes the significance of source-based factors and management-based factors to be considered when applying celebrity characters to result brand evaluations including brand personality.Item Influence of Advertising Creativity on the Relationship between Celebrity Personality and Brand Personality(Solid State Technology, 2020) Jinadasa, M.; Perera, R.P.; Dissanayake, D.M.R.; Weerakoon, R.Advertising acts as strong promotional mix element in marketing influencing brand communication activities to result favorable consumer responses. However, empirical and practice related arguments still question on the effectiveness of advertising in the cluttered media environment whereas creativity still plays a significant role avoiding such challenges. The effectiveness of creative advertising that results favorable brand evaluations has been claimed in empirical studies as a research direction. Additionally, practice related issues are reported claiming to examine the effectiveness of celebrity endorsed communication campaigns on brand related responses. Likewise, this study investigates how creative adverting could influence on brand personality as a form of brand evaluation whilst celebrity personality traits were also studied to determine the mediating effect within. It distributed 230 questionnaireswithinthe Western province of Sri Lanka followed by convenient sampling method and finallyanalysis was done based on 204 questionnaires properly filled. It employed StructuralEquation Model (SEM) by using AMOS-21 statistic package to do the hypotheses testing after Confirmatory Factor Analysis (CFA) is executed. Data analysis process followed the essentials for the dataset for normality and sample adequacy before employing the factor analysis for CFA.Item Impact of Brand Trust on Brand Evangelism Behaviour: A Study on Cable Brands in Sri Lanka(Sri Lanka Journal of Marketing, 2018) Munasinghe, A.; Dissanayake, D.M.R.Industrial sector organizations require some specific focus when developing brands to their institutional and domestic customer segments. Brand trust plays a significant role when it comes to establishing strong brand relationships with consumers. This paper mainly focuses to empirical gaps and practice issues found within the cable brands in Sri Lanka to identify the major research questions and the purposes. Alongside, impact of brand trust on brand evangelism was examined addressing to the empirical justifications and practice gaps found in Sri Lankan cable market. Stratified cluster sampling method was employed and 225 questionnaires were distributed amongst end-users of B2C market. Accordingly, quantitative method was occupied with a questionnaire to execute the survey investigating how brand trust influences three sub divisions of brand evangelism. Three hypotheses were formulated and tested via Structural Equation Modelling (SEM) supported by a Confirmatory Factor Analysis (CFA) produced with AMOS-23 software version. Results proved brand trust results purchase intention and positive referrals on cable brands whilst the impact of brand trust on spreading negative referrals on competitive brands was not proved. Paper highlights the managerial implications based on the key findings and future research directions were proposed accordingly.