Symposia & Conferences
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Item The Impact of Emotional Brand Attachment on Customer Loyalty of Ayurvedic Skin Care Products: The Mediating Effect of Brand Love Among Young Consumers in Sri Lanka: A Literature Review(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dissanayake, D. M. T. K.; Dissanayake, D. M. R.This study mainly focused the inter connections amongst Emotional Brand Attachment, Brand Love, and Customer Loyalty while concentrating on the Ayurvedic skincare market in Sri Lanka, especially among young consumers aged 15-29. Due to risk related to synthetic skin care products, young consumers seemed to become loyal to Ayurveda beauty care products that are organic, environmentally friendly, and culturally appropriate. Accordingly, the study investigates how brand love mediates emotional ties to brands and how these influence loyalty behaviors in a diverse and evolving market, drawing on the theories of attachment, self-expansion, and social identity. This paper fills the above-listed gap by exploring these constructs in the context of Ayurvedic skincare, which is a field that is all about consumer values, and traditional practices in combination with current preferences. This study applied a quantitative research design whereby 385 respondents were given structured questionnaires to complete for data collection, and convenient sampling method was used to execute the survey. The statistical analysis carried out by using SPSS-23 version revealed that brand love mediates the impact of Emotional Brand Attachment on Customer Loyalty, Moreover, affection, passion, and self-brand integration of the Emotional Brand Attachment were recognized as the critical elements that boost Brand Love. It then leads to customer loyalty behaviors which can also extend to repurchasing, advocating for the brand, identifying with the brand, and resisting other brands. In addition, the current research points out that loyalty behaviors are not restricted to consumption experiences but create a positive sense of belonging and identification among consumers on the part of the organization or business that is benefiting from their loyalty. In addition, the study also reveals that loyalty behaviors go beyond just the number of transactions but procreate a sense of belongingness to a community and identity among the loyal customers. So, the conclusions strengthen the theoretical assumption on the key role of emotional appeal in branding. A few exceptional Ayurvedic skincare brands that focus on the formation of appealing and meaningful linkages with consumers can enhance their consumer bonds and lay down long-term, positively appealing bonds with them and, thus, achieve sustainable competitive advantages. The stated strategies help not only retain the customers but also build brand image and customer loyalty in the long run. In an industry where competition is high and products are symbolic, emotional branding stands unique as a way for the brands to appeal to the consumer. By combining Emotional Brand Attachment, Brand Love, and Customer Loyalty into a unified framework specially designed for the understudied Ayurvedic skincare industry, this study significantly advances the field of emotional branding. It offers empirical evidence and valuable recommendations to marketers to distill culturally appropriate and emotionally appealing marketing strategies that would appeal to the younger generation. This paper adds to the branding literature by highlighting how branding strategies can resonate with, and thereby gain the support of, this group through appeal to their specific values, goals, and Culture. The work has useful implications for industry practitioners as it underscores the importance of performing analysis and matching the product and communication offers with the culture and emotion range consumers respond to. This therefore shows that Ayurvedic skincare brands must consider emotional branding a factor they can employ to effectively create a wedge between them and other competitors as they seek to create long term relationships with the consumers. Also, the findings provide a research agenda for future research, with directions to understand how the emotional branding strategies can build on the higher levels of brand loyalty in similar markets and consumers segments. This work calls for a comprehensive study of various complexities of the emotional branding approaches that firms could employ to foster helpful brand consumer relationships in various global cultures.Item Influence of Social Media Content Marketing on Brand Evangelism Towards Fashion Brands: Mediating Role of Brand Love Among Gen Z(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Senarath, S. R. R. T.; Dissanayake, D. M. R.This study examined the influence of social media content marketing on brand evangelism in the Sri Lankan fashion industry, focusing on the mediating role of brand love among Generation Z (Gen Z) consumers. With their digital-native background, Gen Z represents a key demographic that interacts deeply with brands on platforms like Instagram and TikTok. These platforms provide opportunities for brands to connect with their audience through interactive and visually appealing content. A quantitative research approach was employed, using structured online questionnaires to collect data from 305 Gen Z respondents in Sri Lanka. Statistical techniques such as regression, mediation, and correlation analyses were used to examine the relationships between social media marketing strategies, brand love, and brand evangelism. The findings demonstrate that social media content marketing significantly impacts both brand love and brand evangelism. Key drivers of these relationships include authentic storytelling, influencer collaborations, visually appealing content, and user-generated contributions. Brand love emerged as a critical mediator, amplifying consumer advocacy behaviors. The study underscores the importance of creating emotionally engaging and value-driven social media content that resonates with Gen Z consumers. Furthermore, it highlights how platforms like Instagram and TikTok can be strategically used to foster emotional connections, enhance brand loyalty, and drive advocacy behaviors such as word-of-mouth promotion. The research emphasizes that brands should adopt strategies that align with Gen Z's values, such as transparency, sustainability, and inclusivity. These elements are crucial for fostering trust and emotional attachment, which are necessary precursors to brand evangelism. By creating content that reflects shared values and engaging directly with consumers through interactive formats, fashion brands can build meaningful relationships with Gen Z. However, the study also identifies limitations. The research is geographically confined to Sri Lanka's fashion industry and focuses exclusively on Gen Z consumers. The reliance on self-reported data and the cross-sectional nature of the study limits its generalizability and ability to infer causality. Future research could explore additional mediators, cross-cultural comparisons, and longitudinal designs to provide a more comprehensive understanding. Conclusively, this study contributes knowledge for applications for fashion brands linked with the marketing applications of social media marketing, brand love, and consumer advocacy. It emphasizes the necessity for Sri Lankan brands to harness social media's full potential, bridging emotional connections with Gen Z to achieve long-term brand loyalty, advocacy, and sustained market relevance.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 Exploring the Impact of Brand Love on Consumer Purchase Intention: The Mediating Role of Brand Trust in the Soft Drinks Market in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Piyumini, L. G. M.; Udovita, P. V. M. V. D.This study examines the influence of brand love on consumer purchase intention in the Sri Lankan soft drinks market, focusing on the mediating role of brand trust. It addresses the research gap concerning how emotional bonds with a brand influence purchasing decisions in a culturally diverse and highly competitive market. The study highlights the significance of emotional branding and trust-building strategies in fostering customer loyalty and increasing sales. A quantitative research approach within a positive framework was employed. Data were collected through a structured questionnaire administered to a sample of 385 soft drink consumers in Sri Lanka. A deductive approach was applied to test hypotheses regarding the relationships between brand love, brand trust, and purchase intention. Correlation analysis, multiple regression analysis, and mediation analysis were conducted to validate the proposed conceptual framework. The results indicate that brand love positively influences purchase intention, with brand trust playing a partial mediating role. Consumers with strong emotional attachment to a brand tend to develop trust, which in turn drives their purchase decisions. Findings suggest that while brand love is a key driver of purchase intention, trust strengthens the relationship, particularly in the Sri Lankan cultural and social context. This study is limited by its sample size and short-term nature, restricting its generalizability across the broader Sri Lankan market or over time. Additionally, the lack of extensive prior research on the Sri Lankan soft drinks market posed challenges in contextualizing findings. Theoretically, this study contributes to the understanding of how brand love, trust, and purchase intention interact within an emotional branding framework. Practically, it offers actionable insights for Sri Lankan soft drink companies, emphasizing the importance of trust-building alongside emotional branding strategies. These insights can help brands differentiate in a competitive marketplace and cultivate long-term consumer loyalty. Future research may explore cross-cultural influences and innovative trust-building strategies across different demographic segments and industries.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.Item ANTECEDENTS OF FACEBOOK FAN PAGE LOYALTY: AN EMPIRICAL STUDY OF SRI LANKAN FACEBOOK USERS(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Fernando, W.K.B.F.N.S.; Rathnayake, D.T.Since the birth of Web 2.0 technologies to the world, the Social media & Social networking sites have reportedly been playing a significant role. As a result of this, Facebook, today, has become the most visited website in the world and has topped the rankings in the Sri Lankan contexts as well. Given that Facebook provides a wider opportunity for business users in order to promote their businesses among the target market by means of custom pages, Facebook Fan Pages could now be identified as one of the major promotional tools, proven to be effective locally, as well as internationally. Thus, Facebook page loyalty could be identified as a significant factor for the survival and growth of any brand.Therefore, this study focuses on investigating the antecedents of Facebook Fan Page Loyalty with special reference to Sri Lankan Facebook Users. As per the extensive literature reffered, Perceived Ease of Use, Perceived Usefulness, Brand Love, Attitude, Trust and Privacy Risk were chosen as antecedents of Fan Page Loyalty. The study was quantitative in nature whereas thecross-sectional survey design was chosen as the overall research design. Data was collected using a structured questionnaire and analyzed using Structural Equation Modelling (SEM) method. Findings of the study revealed that there is a significant impact of all variables in concern on the Facebook page loyalty. However, it was also explored that out of them, the factor ‘Attitude’ is the most influential to Facebook page loyalty in Sri Lanka. Thus, it can be concluded, based on the research, that positive attitude towards the Facebook Fan page is a powerful predictor of satisfaction with the fan page, and vice versa as well.