Symposia & Conferences
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Item The Impact of Sensory Marketing on Consumer Purchasing Intention of Fresh Fruit Juices Centers in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Deepachandi, D. P. R.; Weerasiri, R. A. S.In today's competitive market, businesses seek innovative strategies to capture consumer attention, create emotions and drive purchasing behavior. Among these tactics, one such powerful approach that gains prominence is sensory marketing. The impact of sensory marketing on consumer behavior is a widely examined research scope but still empirical gaps are claimed within different product scopes and market contexts. Therefore, this study investigates into how sensory experiences influence customers' intentions to buy fresh fruit beverages, with a special focus on the Western Province of Sri Lanka. As a result, the study addresses the critical challenges of attracting and retaining customers at fresh fruit juice centers by investigating how the five senses (sight, sound, taste, and touch) influence consumer purchase intention. This research study employs a positivism research paradigm and follows a deductive approach to examine facts using the developed models and theories. Primary data of the research will be collected through a well-structured questionnaire survey with 26 questions involving 380 respondents of the above 18 age category. A structured questionnaire including a Likert scale was used to measure sensory stimuli, emotional attachment and purchase intention. SPSS was used to analyze the data obtained from it and the findings reveal a significant positive relationship between sensory marketing and consumer purchase intention. The hypothesis demonstrated that all dimensions of sensory marketing strategies, namely visual, olfactory, auditory, gustative, and tactile components, have significant positive effects on consumer purchase intention. Emotional attachment was discovered to effectively mediate the relationship between sensory marketing and purchase intention, amplifying the effects of sensory stimuli. When compared to previous studies, these findings are consistent with previous research and highlight unique preferences among Sri Lankan consumers, such as a strong emphasis on sensory cues. However, this study is limited by focusing on customers in Sri Lanka's Western Province and is based on self-reported data, which may be biased. This study further explains that using sensory marketing strategies can differentiate fresh fruit juice centers and effectively position them as experiential places not only for consumption but also for leisure and social activities. These strategies create multi-dimensional customer experience by engaging in the senses, building connections with the minds of consumers. Accordingly, the researcher has provided valuable managerial implications for designing customer-centric environments and stimulating sensory elements to enhance customer engagement and has also pointed out areas for future research to further explore these effects in different consumer settings.Item The Impact of Packaging on Consumer Buying Intention in Green Skin Care Products Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Weerasinghe, D. D. A. T. B.; Weerasiri, R. A. S.This study focuses for the investigate “The Impact of Packaging on Consumer Buying Intention in the Green Skin Care Products Industry in Sri Lanka". Product packaging plays a huge role in inducing people to purchase the product. Therefore, packaging as a silent marketing tool, this study focuses on exploring which elements of packaging affect purchasing intention. Researcher used quantitative method and sample size is 387 between 18 and 45 years of age, residing in the Western Province of Sri Lanka. Researchers created questionnaires including the Likert scale questions to identify the relationship between independent and dependent variables. Furthermore, Researcher used the SPSS software to analyze the collected data. The results highlight that all six elements of packaging have a significant impact on consumer purchase intention. Such as package color, package material, design of wrapper, printed information, innovation and size & shape have positive relationship with consumer buying intention in green skin care industry. Researchers must face some limitations while conducting this study. Because researcher must select small sample size to collect data, and all findings are based on the people who are living in the western province Sri Lanka. Therefore, these findings only provide the impact the packaging on consumer buying intention in green skin care industry in western province. This will be further compounded in that the data in the questionnaires are self-reported and may reflect socially desirable responses from the respondents, rather than real preferences. The very small sample size greatly hinders the generalizability of the findings, therefore pointing to a wide-ranging study in order to see whether such findings do hold. This has quite practical implications for green skincare manufacturers and marketers. It shows that color, material, wrapper design, printed information, innovation, and size/shape of packaging factor highly in consumer purchasing decisions. With these insights, the branding of green skincare can create packaging that appeals to customers and communicates the brand's eco-friendly values. For example, the selection of eco-friendly materials and innovative designs can add to the product's environmental appeal, while colors and printed details can be used to build trust and emotional connections. In the competitive marketplace, manufacturers will have a distinctive product by aligning packaging strategies with consumer preferences, leading to loyalty and repeat purchases. It would also reinforce relationships with green consumers by focusing on recyclable or biodegradable packaging. Such findings could be utilized in the design of marketers' campaigns to show how packaging supports green values, improving brand credibility and increasing customer engagement in the environmentally aware market segment.Item The Impact of Packaging Materials on Consumer Purchase Intention in the Fast-Food Industry in Sri Lanka with the Mediating Effect of Environmental Concerns(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Weerasinghe, W. M. T. S.; Weerasiri, R. A. S.This study explores the impact of packaging materials on consumer purchase intentions in Sri Lanka's fast-food industry, focusing on the mediating effect of environmental concerns. Addressing notable empirical and practical gaps, the research investigates how packaging materials, often overlooked in favor of factors like taste, price, and convenience, influence consumer preferences, particularly in relation to sustainability. Despite the rising importance of eco-friendly practices globally, the Sri Lankan fast food industry continues to rely on non-biodegradable, cost-effective packaging, neglecting consumer demand for sustainable alternatives. The study seeks to answer the question, “How do packaging materials, with environmental concerns mediating the relationship, influence consumer purchase intentions in Sri Lanka’s fast-food sector?” It also evaluates key dimensions of packaging materials, such as environmental friendliness, durability, and cost-effectiveness, to identify the most influential factors shaping consumer decisions. The practical gap related to this research lies in the limited integration of environmentally friendly packaging practices within Sri Lanka’s fast-food industry. Although there is growing awareness of sustainability, the sector has not effectively addressed the impact of packaging materials on consumer behavior or brand image. This study highlights the urgent need for empirical research to guide the adoption of sustainable packaging strategies that align with evolving consumer preferences and regulatory standards. Using a quantitative research approach, data was collected from 391 respondents who regularly engage with fast food services. The study was conducted in a natural setting to ensure authentic responses, avoiding artificial or simulated environments. A non-probability judgment sampling method was employed, selecting participants based on familiarity with fast food products and purchasing habits. While this approach ensured relevance to the study's objectives, it also limits the generalizability of findings to a broader population. The analysis revealed that packaging materials significantly influence consumer purchase intentions, with environmental concerns acting as a mediator to enhance this relationship. Strong positive correlations were observed among all three variables, underscoring the interconnected nature of packaging, environmental concerns, and purchasing behavior. However, not all packaging dimensions equally influenced purchase intentions. While environmental friendliness, durability, and cost-effectiveness showed significant impacts, aesthetic appeal and design did not demonstrate a notable effect, highlighting varying consumer priorities. This research contributes valuable insights into the dynamic interplay between packaging materials, environmental concerns, and consumer decision-making in Sri Lanka’s fast-food industry. The findings emphasize the importance of incorporating sustainability into packaging strategies to meet consumer demands, enhance brand image, and drive competitive advantage. The study further underscores the need for fast food businesses to innovate and adapt their practices to align with global trends in environmental responsibility. The research has both theoretical and practical implications. Theoretically, it expands understanding of consumer behavior in the context of fast-food packaging and environmental concerns, offering a framework for future studies in similar markets. Practically, the study provides actionable recommendations for fast food businesses, emphasizing the adoption of eco-friendly packaging to foster positive consumer perceptions and loyalty. However, limitations such as the non-probability sampling technique and focus on the Sri Lankan context may affect the generalizability of the findings. Future research could address these limitations by exploring diverse markets, incorporating longitudinal data, and assessing additional mediators and moderators like brand trust and consumer loyalty.Item The Impact of Loyalty Programs on Customer Retention of Retail Fashion Industry in Sri Lanka with the Mediating Effect of Customer Satisfaction(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ranaweera, H. M. T. N.; Weerasiri, R. A. S.The main purpose of this study was to investigate which Loyalty Program has a greater impact on Customer Retention in the retail fashion industry Sri Lanka. Customer Satisfaction has been used as a Mediator between Loyalty Programs and Customer Retention. In this study, under Loyalty Programs which is the Independent Variable, four Sub Variables have been identified. That is Discounts, Gift Items, Gift Vouchers and Loyalty Cards. This research, which was conducted based on the western province of Sri Lanka, has been conducted using positivist philosophy and deductive (quantitative) approach. Accordingly, a questionnaire was used to collect data and 472 responses were received. Also, data was collected using the convenience sampling technique and after removing the incomplete response from the received responses, the analysis was done using 387 responses. The analysis done using descriptive analysis and inferential analysis enabled the researcher to get important findings. From the findings, confirmed that Loyalty Programs have a positive impact on customer retention and that customer satisfaction plays a mediator role. But the two hypotheses built regarding Discounts and Gift Items were rejected. That is, the findings confirmed that Discounts and Gift Items do not have a significant positive impact on customer retention and only Gift Vouchers and Loyalty cards have a significant positive impact on customer retention. And among these, Loyalty Cards were found to have a greater impact on customer retention. While conducting this study, the researcher faced various limitations. One of the main limitations faced by the researcher is the selection of the geographical location. Due to the difficulty in collecting data and the non-existence of certain loyalty programs in some areas, researcher had to limit himself to the western province. And time is another limitation faced in doing this research. The retail fashion industry is an industry where competition is growing day by day. Therefore, it is very useful for retailers to study the effect of loyalty programs to create customer satisfaction and customer retention. Retaining existing customers is more cost-effective than attracting new customers. Accordingly, retailers can invest more in identifying which loyalty programs have the most impact on customer retention. Also, from the findings, the retailers can understand the importance of Loyalty Cards because of the finding that they have a greater impact on Customer Retention. And gift vouchers help retailers increase sales. The reason is that customers tend to spend more than the amount mentioned in the gift voucher. Those interested in studying Loyalty Programs can conduct future research using a different industry or a different mediator. And this study was limited only to the western province of Sri Lanka. Because of this, research can be done to cover Sri Lanka in future research. Also, future research can be done using different measurement indicators of variables.Item The Impact of Electronic Word of Mouth on Electronic Loyalty in the clothing industry of Western province in Sri Lanka; with the mediating role of Electronic Satisfaction(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Amarasinghe, K. D. H. D. I.; Weerasiri, R. A. S.This study investigates the influence of Electronic Word of Mouth (E-WOM) on Electronic Loyalty (E-Loyalty) in the western province in Lanka’s clothing industry, with a specific focus on the mediating role of Electronic Satisfaction (E-Satisfaction) among Instagram users. E-WOM, which includes online reviews, recommendations, and other forms of user-generated content, has gained prominence as a critical factor in shaping consumer perceptions and purchasing behavior in the digital era. The study explores three key dimensions of E-WOM—quality, quantity, and credibility—and assesses their direct and indirect effects on E-Loyalty, highlighting the critical role of E-Satisfaction in enhancing consumer commitment to brands. A quantitative research methodology was employed to achieve the study's objectives. The research targeted active Instagram users in the Western Province of Sri Lanka, a region known for its high concentration of digital consumers and a thriving apparel market. Data collection was conducted through an online survey using purposive sampling. A total of 335 responses were obtained from an initial sample of 384 participants. Analytical techniques included reliability and validity tests, correlation analysis, and mediation testing based on Kenny’s framework. These methods ensured a robust examination of the relationships among the variables and validated the hypothesized model. The findings demonstrate that E-WOM significantly impacts E-Loyalty, with credibility emerging as the most influential dimension, followed by quality and quantity. Credibility, defined as the perceived authenticity and trustworthiness of user-generated content, was found to be a decisive factor in fostering consumer trust and brand loyalty. E-WOM quality, encompassing relevance and accuracy, also plays a vital role in influencing consumer behavior. E-WOM quantity, representing the volume of online reviews and comments, enhances the visibility of information and provides social proof, contributing to positive consumer perceptions. Furthermore, the study identifies E-Satisfaction as a crucial mediating factor in the E-WOM– E-Loyalty relationship. Positive E-WOM experiences contribute to heightened E-Satisfaction by validating consumer expectations and improving their overall experience with the brand. This, in turn, strengthens consumer loyalty, as evidenced by the model’s ability to explain 55% of the variation in E-Satisfaction and 55.2% of the variation in E-Loyalty. While the study offers valuable insights, its scope is limited to Instagram users in Sri Lanka’s Western Province, providing a cross-sectional snapshot of consumer behavior without longitudinal insights. Nonetheless, the findings have significant implications for marketers, emphasizing the importance of leveraging credible and high-quality E-WOM to enhance customer satisfaction and foster long-term loyalty. This research also contributes to the theoretical understanding of E-WOM in emerging markets, offering a foundation for future studies on digital consumer behavior.Item Impact of Social Media Promotions on Customer Brand Love in the Chocolate Industry in Sri Lanka; with the Mediating Effect of Brand Awareness(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dhanawansha, P. P. G. U. S.; Weerasiri, R. A. S.This research aims to investigate how social media promotions influence on customer brand love within the Sri Lankan chocolate industry, with a specific focus on mediating role of brand awareness. As digital marketing is increasingly dominating the branding landscape, it is crucial to understand the mechanisms that foster deep customer relationships, especially in emerging markets like Sri Lanka. While past studies highlight the direct effect of social media marketing, few address the mediating role of brand awareness in developing emotional connections and loyalty. This research addresses this gap, exploring the effectiveness of social media elements such as high-quality content, influencer collaboration and engagement driven posts in increasing brand awareness and deepening consumer engagement. The findings aim to integrate theoretical and practical knowledge, providing strategic insights for marketing in the competitive chocolate industry. Adopting quantitative research with deductive method, the study focuses on consumers within Sri Lanka’s chocolate sector, and who are highly engaged with digital platforms in the chocolate sector in Sri Lanka. A structured questionnaire was used to collect data, combining online surveys distributed through social media and in-person methods to enhance response diversity and minimize bias. A total of 385 valid responses were obtained. Data analysis was conducted using IBM SPSS 23, using descriptive and inferential techniques such as multiple regression and mediation analysis to evaluate the relationships between variables. Tests for reliability and validity ensured that the findings were statistically robust and contextually relevant. Research shows that social media promotions have a significant positive impact on consumer brand love. Brand awareness was identified as a key mediator, strengthening the relationship between promotional activities and consumers’ emotional attachment to chocolate brands. High-quality content, influencer collaborations, and engagement-focused strategies emerged as particularly effective. The study found that content quality had a strong impact on brand love compared to other factors. This suggests that visually appealing and emotionally resonant content is crucial for building deep emotional connections, as consumers respond positively to storytelling elements and relatable messaging. Mediation analysis confirmed that brand awareness plays a key role in bridging the gap between promotional efforts and consumer brand love. Consumers with higher brand awareness demonstrated stronger brand loyalty and advocacy, confirming that familiar and recognizable brands elicit deeper emotional responses. These findings are consistent with existing literature and highlight the importance of engagement-based content in creating lasting customer relationships not only focus content quality of social media promotions. This study contributes to the literature by explaining how social media tactics can drive both visibility and emotional resonance in a niche market such as the chocolate industry in Sri Lanka. Several limitations affected the scope and results of the study. First, the research focused only on the Sri Lankan chocolate industry, limiting the generalizability of the findings to other industries or regions. Cultural and market-specific factors unique to Sri Lanka may affect consumer behavior differently elsewhere. Second, self-reported survey data are susceptible to response biases such as social desirability bias or false memories, which could affect the reliability of the results. While efforts were made to ensure data accuracy, these limitations remain a limitation. Furthermore, the study primarily reflects current consumer behavior and social media trends, capturing a temporary snapshot rather than long-term implications. The rapid evolution of social media platforms and marketing strategies may change the relevance of the findings over time. This study makes theoretical and practical contributions. Theoretically, it expands the understanding of the role of social media promotion and brand awareness mediation in emotional consumer-brand relationships. Contributing to the growing literature on emotional branding and digital marketing, the findings highlight how digital strategies can improve brand visibility and foster emotional connections. Practically, the study provides actionable insights for marketers in the chocolate industry. By leveraging high-quality content, engagement-focused campaigns, and strategic influencer partnerships, brands can improve visibility and emotional resonance with consumers. In addition, these strategies enable brands to allocate marketing resources effectively and maximize return on investment, especially in competitive markets. Small and medium-sized enterprises (SMEs) could particularly benefit, and the findings suggest affordable and effective social media tactics for developing customer loyalty and advocacy related to their brands.Item Impact of Packaging on Consumer Purchase Intentions of the Fashion Retail Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Rosemary, A. A. D. T. P.; Weerasiri, R. A. S.This study addresses a major research gap in Sri Lanka by examining how packaging affects consumer purchase intentions in the country's fashion retail industry. Packaging is an essential marketing tool that combines brand identity, utility, and aesthetics to greatly affect consumer decisions and perceptions. To investigate how four essential packaging elements—design, structure, material, and effects—influence consumer purchasing habits in a competitive and changing retail landscape, this study focusses on these elements. To collect data, 384 participants in the Western Province were given structured questionnaires as part of a quantitative study design. Simple random sampling was used in the sample selection process to guarantee a wide representation of demographics. With the use of SPSS software, data analysis was carried out, combining descriptive and inferential statistical methods. This thorough approach made it easier to fully understand the connections between packaging characteristics and customer purchase intentions. The findings show that special effects and packaging design have a big impact on consumers' intentions to buy. While special effects like foiling, embossing, and spot UV treatments add considered value and make things more appealing, design aspects like colour, typography, and imagery draw attention and improve brand memory. Consumer preferences are also significantly influenced by packaging materials, especially those that are thought to be of good quality or that are in line with sustainability. Shape, size, and usability are examples of structural characteristics that have a minor impact on functionality and customer satisfaction. These results align with international research, highlighting the role that packaging plays in generating positive perceptions and influencing purchasing decisions. The study's geographic focus on the Western Province is one of its main limitations, as it might not adequately represent differences across other parts of Sri Lanka. Additionally, as packaging trends and customer preferences change over time, temporal limitations may restrict the findings' relevance. Despite these limitations, the study offers insightful theoretical and applied insights.The study adds to the body of knowledge on consumer behaviour from the perspective of theory by using frameworks like the Stimulus-Organism-Response model to comprehend how packaging characteristics affect consumer choices. In a practical sense, it provides Sri Lankan fashion retailers with achievable recommendations for improving their packaging strategies by combining eco-friendly materials, creative designs, and superior effects to match customer preferences and brand positioning. To build on these findings, future research might examine larger geographic regions and examine new digital advancements in packaging.Item Impact of Influencer Marketing on Consumer Trust of Food Industry in Sri Lanka with the Mediating Impact of Consumer Perception(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Miranda, T. T.; Weerasiri, R. A. S.The research presented here examines the impact of influencer marketing on consumer trust in Sri Lanka's food industry while taking into account the mediating effects of consumer perception. In addition to the additional reading among other academics concentrating on the developing aspects of consumer trust and engagement, this study has helped to clarify the gaps between the many influencer attributes, such as image, credibility, innovation, and attractiveness. The results help us understand how these factors are interconnected and show the importance of influencers in establishing the relationship between customers and business entities. This study used a survey method to gather data from 404 respondents who were chosen by simple random selection as part of its quantitative research approach. A standardized online questionnaire with a 5-point Likert scale was used to collect data on factors like trust, consumer perception, and influencer attributes like creativity, innovativeness, attractiveness and image. To investigate relationships and validate the study's hypotheses, descriptive and inferential analysis, such as regression and correlation tests, were carried out using SPSS. According to the study, influencer qualities have a big impact on customer trust. Innovation had the most influence (72%), followed by trustworthiness (68%), attractiveness (65%), and image (60%). It was discovered that consumer perception successfully mediated these linkages, highlighting the part influencers play in establishing trust in the food sector. These results are consistent with earlier research highlighting the strategic value of influencer marketing in building customer trust. Based on the study's findings, consumer perception serves as a crucial mediating factor in the relationship between consumer trust in the Sri Lankan food industry and the four main components of influencer marketing: image, credibility, creativity, and content attractiveness. At 36%, influencer image held the biggest share, highlighting the significance of reputation, professionalism, and relatability in fostering trust. With a 29% contribution, credibility was the second most influential quality, highlighting the need for influencers to exhibit knowledge, dependability, and genuineness in order to inspire trust in their recommendations. At 21%, content creation highlighted how creative and captivating content can draw in customers and strengthen consumer trust at 14%, content attractiveness, on the other hand, demonstrated the importance of influencer attractiveness, and captivating narrative in maintaining customer trust. Credibility and trustworthiness were found to be the most important criteria overall, while appealing and original content was essential for preserving long-term customer trust. Assessing long-term trends is limited by the cross-sectional design of the study. Additionally, the sample is limited to Sri Lanka, which limits the findings' generalizability to other contexts, and the reliance on self-reported data introduces possible biases. By include consumer perception as a mediating variable, this study theoretically adds to the body of research on influencer marketing and trust. In practice, it provides marketers with useful information to create campaigns that prioritize creativity, innovativeness, attractiveness and image. Future studies can examine longitudinal patterns in the effects of influencer marketing or expand the geographic focus.Item Impact of Hedonic Shopping Motivation on Impulse Buying Behavior of Personal and Beauty Care Industry in Sri Lanka: With the Mediating Effect of Consumer Trust(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Pradeep, K. M. T. D.; Weerasiri, R. A. S.This study examines the interplay between hedonic shopping motivations and impulse buying behavior in Sri Lanka's personal and beauty care industry, emphasizing the mediating role of consumer trust. Hedonic motivations, which include adventure, gratification, idea, role, social, and value shopping, serve as psychological drivers that influence unplanned purchase decisions. Consumer trust mitigates perceived risks, enhancing the likelihood of impulsive purchases. By targeting Gen Z consumers, a demographic characterized by significant In-Store shopping and preference for online shopping, this research provides a localized understanding of impulse buying behaviour. The study adopts a quantitative approach, employing a cross-sectional survey design to collect data from 385 Gen Z respondents who actively shop for personal and beauty care products both online and in-store. Hypothesis testing was conducted through descriptive, correlation and regression analyses. The findings confirm that hedonic shopping motivations strongly predict impulse buying, with consumer trust acting as a significant mediator. Notably, adventure shopping and gratification shopping were identified as the most influential dimensions of hedonic motivation. The results contribute to the theoretical understanding of consumer behavior by validating the Stimulus-Organism-Response (S-O-R) model within the Sri Lankan context. The practical implications of this study are substantial for marketers, particularly in designing promotional strategies that align with the pleasure-seeking tendencies of Gen Z consumers. For instance, creating visually appealing advertisements, offering limited-time discounts, and utilizing social media influencers can effectively trigger impulse buying. Additionally, fostering consumer trust through transparent communication, reliable product quality, and secure online shopping platforms is critical for converting impulsive intentions into actual purchases. This research addresses an empirical gap in the literature by focusing on the underexplored Sri Lankan personal and beauty care market. While global studies have extensively analyzed Gen Z's shopping behaviors, few have contextualized these findings within the unique cultural, economic, and technological landscape of Sri Lanka. The insights gained underscore the importance of understanding localized consumer dynamics to develop tailored marketing strategies. Despite its contributions, the study is limited in scope. It focuses exclusively on Gen Z consumers and the personal and beauty care sector, restricting the generalizability of the findings to other demographics and industries. Additionally, the reliance on self-reported data introduces the potential for response biases. Future research should explore other consumer segments, expand the scope to include diverse industries, and adopt longitudinal designs to track changes in impulse buying behaviour over time. The study provides actionable insights for businesses aiming to capitalize on the rising trend of impulse buying in Sri Lanka. By leveraging the emotional and experiential aspects of shopping, marketers can drive consumer engagement and loyalty. Furthermore, understanding the role of trust in shaping buying behaviours offers a strategic advantage in building long-term customer relationships.Item Impact of Corporate Social Responsibility (CSR) on Brand Image of Banking Industry in Sri Lanka: with the Mediating Effect of Emotional Attachment(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kaluarachchi, K. A. S. S.; Weerasiri, R. A. S.This study explores the impact of corporate social responsibility (CSR) on brand image in the Sri Lankan banking sector, with emotional attachment as a mediating factor. It addresses significant empirical and practical gaps by focusing on the limited understanding of this research context. While existing studies often emphasize the dimensions of CSR – such as economic, legal, ethical, and philanthropic responsibilities, but they tend to ignore the emotional and environmental aspects, which are increasingly important in today’s competitive marketplace. Despite the recognized importance of CSR, there is a lack of comprehensive research on its impact on brand image as mediated by emotional attachment. This study aims to bridge the gap by investigating this question. In addition, the research evaluates the effectiveness of various CSR dimensions to identify the areas that have the most impact on enhancing emotional attachment. The practical gap of this research lies in the insufficient integration of CSR with measurable impacts on brand image. Despite CSR investments, banks lack strategies to evaluate their effectiveness. Many banks approach CSR as an annual routine, often repeating the same activities year after year, rather than leveraging these initiatives strategically to foster emotional attachment and enhance brand image. This routine approach creates a gap, as CSR programs may lack the ability to form deeper emotional connections between the brands. Banks engage in CSR activities that offer societal benefits but are not fully integrated into their core business values. That means the identified gaps highlight the lack of integrated strategies of CSR initiatives in the Sri Lankan banking sector, where CSR activities are often conducted as a matter of course, disconnected from core business objectives. The objectives of this research are to investigate how CSR influences the brand image of the banking industry in Sri Lanka, with emotional attachment acting as a mediator. The study also explores which types of CSR initiatives most effectively foster emotional attachment and the extent of CSR's impact on brand image. In this research, a deductive approach was employed. The researcher developed hypotheses based on existing theories such as Carroll's Four-Dimensional CSR Framework and the Triple Bottom Line Theory. Primary data was obtained through structured surveys, while secondary data was collected from academic literature, industry reports, and financial institution reports. This structured methodology sets the foundation for analysing the interplay between variables. A structured questionnaire was distributed among 385 respondents aged 18 and above, eligible to open regular savings accounts in all provinces of Sri Lanka. Descriptive and inferential statistical techniques, including frequency, correlations, and regression analyses, were employed to derive the findings. SPSS software was used to analyse the data. The demographic profile of the respondents was analysed based on gender, age, province, and income. Cronbach’s alpha for the scales exceeded 0.7, confirming consistency, and the KMO value of 0.948 indicated the suitability of the data for factor analysis. Skewness and kurtosis analyses confirmed the data’s normal distribution. Regression analysis demonstrated that CSR has a positive impact on brand image and significantly influences emotional attachment. Emotional attachment positively affects brand image. The mediating role of emotional attachment in the relationship was confirmed, supporting the research hypotheses with significant indirect effects. Analysis of this research showed strong positive correlations among all three variables. While most CSR dimensions significantly contributed to Brand Image, philanthropic activities did not show a significant effect. This deviation suggests that while voluntary and charitable activities may contribute to social goodwill, they may not directly translate into improved brand perceptions in the Sri Lankan banking industry, highlighting the need for more strategic integration of philanthropic efforts into broader CSR strategies. This suggests that consumers may prioritize other CSR dimensions, such as financial stability and ethical behaviour, over the bank’s philanthropic efforts when evaluating a bank’s brand image as a financial service provider. This study expands CSR theories and offers practical insights for banks to align strategies and enhance brand image. Theoretically, it expands on Carroll’s Four-Dimensional CSR Model and the Triple Bottom Line theory. It highlights the importance of aligning CSR initiatives with emotional and cultural values to enhance brand image in diverse markets like Sri Lanka. Practically, the findings provide banks with insights on designing CSR strategies that resonate with customer expectations, emphasizing the role of emotional engagement in strengthening brand image. However, the study is limited by its non-probability sampling technique, the unique socio-economic and cultural context of Sri Lanka, and its focus on the banking sector, which may limit generalizability to other sectors or regions. Future research could explore CSR's impact across different cultural and economic contexts, using larger and more diverse samples. Future research could map specific CSR initiatives to relevant Sustainable Development Goals to measure the contribution of banking companies to broader global sustainability goals. Additionally, incorporating other mediators and moderators such as brand trust and customer loyalty could further deepen insights into CSR’s role in brand image. overall, this research provides a valuable roadmap for banks seeking to enhance their reputation, and brand image, and contribute to a more sustainable and responsible financial ecosystem.
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