Symposia & Conferences
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Item The Impact of Country of Origin on Brand Equity: Special Reference to Milk Powder Market in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2017) Gamage, W.B.G.P.S.; Herath, H.M.R.P.35 The Impact of Country of Origin on Brand Equity: Special Reference to Milk Powder Market in Sri Lanka W.B.G.P.S.Gamage Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka\ H.M.R.P.Herath Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka Researcher has focused to study on the impact of Country of Origin on Brand Equity with special reference to milk powder market in Sri Lanka. The key objective of this research is to identify and investigate the dimensions of Brand Equity, critically analyze image of Country of Origin and, analyze and understand the impact made by Country of Origin on Brand Equity. Based on the Literature review, the dimensions of Brand Equity and Country of origin were analyzed in depth.In order to gain the in depth knowledge required for the thesis, a deductive approach was utilized with Questionnaires to collect data. The validity and reliability of the instruments were tested by using appropriate methods. The relationships between country of origin and Brand Equity were examined along with hypotheses developed. Convenience sampling was incorporated to collect the data from the respondents. Simple Regression & Correlation Analysis was conducted to measure the relationship between country of origin and brand equity. Results revealed that there were significant relationships between Country of origin and Brand Awareness, Brand Association, Brand loyalty and Brand Perceived Quality. Building a successful brand requires using creative marketing and branding strategies to create strong brand equity.Item The impact of Brand Equity on Purchasing Intention with special reference to the Skin Care Brands in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Lakshi, Erandi. W.P.; Wanninayake, W.M.C.B.Nowadays, there can be seen a keen competition among the skin care Bands. Marketers use different strategies to attract customers to their skin care brands. Recently, marketers are highly considering on building brand equity to make their customer base fixed and attract more customers over the competition and dynamic nature of the environment. Via this study the researcher tried to find out the impact of brand equity (Brand Awareness, Brand Association, Perceived Quality, Brand Image) on the purchasing intention of Sri Lankan consumers with special reference to the skin care brands. The primary objective of this study was to examine the impact of the brand equity on the purchasing intention of the consumers which are affecting to the Sri Lanka skin care products market. This study was conducted as a quantitative study and used both the primary and secondary data in order to collect the data. Primary data was collected through a survey by using a standardized questionnaire. As a research sample the researcher used 200 residents from Gampaha and Colombo districts. Convenience sampling method was used as the sampling method. The data were analyzed by using SPSS 20.0 version and Microsoft Excel. According to the study the researcher could conclude that there is a positive impact or relationship between the brand equity and the purchasing intention of the skin care brands in Sri Lanka. As the moderating variable used, Health Consciousness moderates this relationship positively.