Symposia & Conferences
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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 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 IMPACT OF CELEBRITY WORSHIP MOTIVES ON CUSTOMER BRAND RELATIONSHIP (CBR) BEHAVIOR TOWARDS SERVICE SECTOR ENDORSED BRANDS(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Hossain, M.D.A.; Wasantha, H.L.N.; Dissanayake, D.M.R.The practice of using celebrities has been a vital strategy across the world whereas different product scopes have been examined within empirical studies related to Celebrity Worship Motives (CWM). Meanwhile, the cost and the risk engaged with celebrity endorsement are also a critical factor as it needs to evaluate the impact towards endorsed brand. As it finds in Sri Lanka and India, Bangladesh is also a significant context for celebrity endowment practices. Bangladesh idolizes their cricketers and cinema starts for celebrity endorsement practices, but empirical gaps are noticed to examine their effectiveness for the brand related behaviors. Accorodgly, this paper focuses examining the perception of customer on celebrity endorsement with reference to Customer Brand Relationship behavior (CBR) in the services sector endorsed brands. It has used a structured questionnaire as the main research instrument to collect the primary data followed by survey method. Probability sampling method was occupied to select 160 respondents for the survey and both descriptive and inferential statistics were used to analyze the data. Hypotheses were tested by using correlational analysis. The relationship between entertainment motives and CBR towards the endorsed brand was found to be significant in the findings. Researchers concluded the paper by explaining how different antecedents of CWM relate with CBR whilst suggesting propositions for the future studies.Item IMPACT OF CELEBRITY WORSHIP MOTIVES ON CUSTOMER BRAND RELATIONSHIP (CBR) BEHAVIOR TOWARDS SERVICE SECTOR ENDORSED BRANDS.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Hossain, M.D.A.; Wasantha, H.L.N.; Dissanayake, D.M.R.The practice of using celebrities has been a vital strategy across the world whereas different product scopes have been examined within empirical studies related to Celebrity Worship Motives (CWM). Meanwhile, the cost and the risk engaged with celebrity endorsement are also a critical factor as it needs to evaluate the impact towards endorsed brand. As it finds in Sri Lanka and India, Bangladesh is also a significant context for celebrity endowment practices. Bangladesh idolizes their cricketers and cinema starts for celebrity endorsement practices, but empirical gaps are noticed to examine their effectiveness for the brand related behaviors. Accorodgly, this paper focuses examining the perception of customer on celebrity endorsement with reference to Customer Brand Relationship behavior (CBR) in the services sector endorsed brands. It has used a structured questionnaire as the main research instrument to collect the primary data followed by survey method. Probability sampling method was occupied to select 160 respondents for the survey and both descriptive and inferential statistics were used to analyze the data. Hypotheses were tested by using correlational analysis. The relationship between entertainment motives and CBR towards the endorsed brand was found to be significant in the findings. Researchers concluded the paper by explaining how different antecedents of CWM relate with CBR whilst suggesting propositions for the future studies.Item Potential of Tea Tourism in Sri Lanka: A Review of Managerial Implications and Research Directions(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Koththagoda, K.C.; Dissanayake, D.M.R.Tea tourism is increasingly recognized as an important scope as per the trade value and integrated contribution marked for the sustainable development in tourism industry. At present, most of the tea growing countries are practicing tea tourism as a diversified concept alongside its main stream of revenue generations as bulk tea and value added tea. Since Sri Lanka has a prominent Ceylon tea brand image embedded with quality value proposition to worldwide consumer segments, tea could also be turned as multiple channel of revenue generation to tourism sector. Thus, the main aim of this concept paper is to study the possible managerial applications in tea tourism in the Sri Lankan context and to postulate research insights for future studies to investigate the proposition of how Sri Lanka as a tea destination could influence consumer behavioral responses. Further, this paper has highlighted the future directions for the industry practitioners to penetrate tea tourism as a concept-based tourism option to skim the potential revenue models. According to the empirical findings the tea tourism concept could have ability to build and strengthen different theoretical basements such as Destination Branding, Designation of Origin and willing to pay aspects in order to attract potential customers towards the destination and enhance the revisiting choice of customer towards the destination with the influence of customer satisfaction and customer loyalty. Further findings have emphasized the necessity of destination profiling to be alongside customer profiling when branding a destination. Conclusively the study demonstrates how empirical research propositions could provide knowledge inputs to tea tourism related business models.Item Relationship between Celebrity Endorsement and Brand Attitude: With Reference to Financial Services Sector Brands in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Dissanayake, D.M.R.; Ismail, N.This study is focused on Sri Lankan service sector which has remarked a significant position in the local economy. The concept of Celebrity Endorsement has been tested in this study to evaluate on how it does relate with Brand Attitude towards financial services brands in Sri Lanka. It has followed a deductive approach in justifying the variables to conceptualize the variable relationships and measures were rationalized accordingly. Reliability was tested to verify the internal consistency of the variables. It has selected 160 respondents followed by stratified random sampling technique and hypotheses were tested by using correlation analysis via 2 tailed test. It revealed that celebrity characteristics namely Trustworthiness, Expertise and Attractiveness are highly correlated with Perceived Brand Attitude, and Similarity was found as weakly correlated factor with Perceived Brand Attitude. The characteristic of Respect was found as moderate level factor being correlated with Perceived Brand Attitude. It has proposed the propositions for the future studies referring to the research gaps found in Sri Lankan service sector followed by conclusion and notions for managerial implication at the end of the paper.Item Impact of Psychological Characteristics with the Mediating Effect of Psychological Wellbeing on Job Performance: A Conceptual Paper With Reference to Services Sector Research Propositions(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Javed, S.; Sambasivan, M.; Dissanayake, D.M.R.The purpose of this conceptual paper is to find out the impact of psychological characteristics on job performance with the mediating effect of psychological wellbeing of customer service representatives. . Relevant literature article have been perused and accordingly the proposition were proposed. It was found out from the literature that psychological characteristics such as emotional intelligence, psychological ownership and psychological capital play a vital role in the context of call center’s customer service representative’s job. In addition to this it was also found out that psychological wellbeing mediates the relationship between these personality characteristics and job performance. The research limitation is that conceptualized perspective of the variables mentioned have not being tested. The insight gain from this study will help in selection and recruitment strategies. The most prominent feature of the call center job is to interact with customers so while recruiting mangers can identify the factors that to what extent individuals are able to cope with proactive aspects of the call center job. This conceptual paper will contribute to the customer service literature by providing practical affirmation on the antecedents of psychological wellbeing.Item Effectiveness of Relationship Marketing Tools on Building Brand Perception: With Reference to Surgery Transplant Products in Sri Lankan Pharmaceutical Industry(University of Kelaniya, 2014) Geethanga, P.L.P.; Dissanayake, D.M.R.The pharmaceutical industry is one of the rapidly growing industries in global and even local contexts. Industry practices referring to marketing and business development are found as peculiar in terms of its norms and legal frameworks operate. The “transplant segment” of the medical sector in Sri Lanka too seems to be a competitive segment as per the intensity of investment and competition exist. Having focused to the behavioral significance of this product segment in Sri Lankan context, researchers investigated about how customer relationship practices impact to develop perception and market positioning of the product brands. Researchers used 40 sample units (medical professionals) from different areas where the transplant surgery methods being implemented actively, and empirical data were collected through structured questionnaires. The independent variables were recognized as four variables namely personnel sponsorship, institutional sponsorship, continuous medical educational programs and commitment rewards where brand perception was referred as dependent variable measured through 3 items namely price, quality and packaging were taken as dependent variables driven to perception . As per the four hypotheses tested, it was found that all the relationship marketing practices significantly impact on the brand perception. The contribution of personnel sponsorship and continuous medical educational (CME) programs were found as most effective relationship marketing tools indicating above 0.6 of correlation coefficient at 95% confidence level whereas commitment rewards was also figured as an effective relationship marketing tool at above averaged level.Item An Analysis of Switching Behavior of Pre-paid Mobile Users in Sri Lanka(2010) Dissanayake, D.M.R.; Wanninayake, W.M.C.B.Sri Lanka is one the fast growing markets for the mobile communication service, and it is nearly 1.2 millions of subscribers are found in Sri Lankan market by 2008 ( TRC statistics: Sri Lanka 2008). Currently there are five industry competitors operate in this market, and it has found an aggressive competition over each other in terms of service factors and value proposition. As a result of that the switching behavior of customers has been frequently happening alone with strong customer bargaining power. This study was focused on the switching behavior of prepaid customers, and 150 respondents were selected under stratified probability sampling method. Data were collected through structured questionnaire alone with Likert scale. Two sets of independent variables were identified as per the literature reviews namely service failure factors and value proposition factors. An inferential statistical analysis was used to analyze the collected data. The ?Logit Regression Model? was used to test three hypotheses developed to test the switching behavior impacted by service failure and value proposition factors. Data analysis revealed that the value proposition factors had more impact on brand switching behavior than service failure factors. However, both value proposition and service failure factors were not found a significant impact on switching behavior among pre paid customers.