Symposia & Conferences
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Item Impact of Sensory Branding on Customer Perceived Value Towards Coffee Shops: Examining the Mediation of Brand Love of Foreign Tourists(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Yasith, H. L. M.; Gunawardane, W. A. D. N. R.In recent years, sensory branding, or neuromarketing, has become an emerging marketing strategy to create memorable, engaging brand experiences and have consumers behave. This interdisciplinary field combines neuroscience, psychology, and marketing principles to determine how sensory stimuli influence consumers' perceptions, opinions, and decision-making.the research examines the effects of sensory branding on customer perceived value in Sri Lankan coffee shops among foreign tourists, focusing on the mediating effect of brand love. The goal is to figure out how sensory aspects, like sight, sound, smell, taste and touch, bring to light the perception of value and emotional attachment of the tourists to the coffee shop brands. A quantitative methodology is applied, consisting of a structured questionnaire administered to 148 foreign tourists visiting famous coffee shops in major tourist attraction sites in Sri Lanka, Sensory branding is found to strengthen customer perceived value and brand love significantly. In this context, brand love refers to customers' emotional attachment and deep connection towards a brand. In particular, sensory branding experiences positively affect customer perceived value, meaning that well-crafted sensory environments in coffee shops positively impact perceived value among foreign tourists. The implications of this study are both theoretical and practical.Item Experiential Marketing Strategies on Brand Love: A Study of Franchised Fast-Food Chains(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Navodya, E. K. A. P.; Gunawardane, W. A. D. N. R.Franchise fast-food chains in Sri Lanka face a growing challenge, especially in attracting and retaining the Generation Z segment. The study uses the experiential marketing framework to investigate the impact of experiential marketing strategies on Brand Love among Generation Z consumers in franchised fast-food chains in Sri Lanka. A quantitative approach was used, where data was gathered through the online survey responses of 359 responses were analysed. The results indicated a significant association between experiential marketing dimensions and brand love by confirming the theoretical framework. Further business strategies should prioritize emotional and relational connections to attract and retain Generation Z consumers. Sensory and behavioral strategies can complement these efforts, whereas cognitive-focused approaches may be less effective in this context. Theoretical contributions include validating Schmitt’s framework and expanding its application in low-involvement industries. The study focuses only on franchised fast-food chains in Sri Lanka, targeting only Generation Z consumers in one geographic region. Therefore, studies of other industries and demographics in the future will increase generalizability.