Symposia & Conferences
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Item The Impact on Green Marketing Practices on Green Brand Loyalty: The Moderating Role of Environmental Knowledge with Special Reference to Sri Lankan Supermarkets(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Premarathna, S. M. M. K.; Udovita, P. V. M. V. D.This study examines the impact of green marketing practices on green brand loyalty in Sri Lankan supermarkets, with a specific focus on the moderating role of environmental knowledge. While green marketing has been extensively studied in developed economies, research in emerging markets like Sri Lanka remains limited. This study aims to fill this gap by analyzing how consumer awareness of environmental issues influences their loyalty to brands engaging in sustainable marketing practices. The findings provide insights into how businesses can tailor green marketing initiatives to different consumer knowledge levels to enhance long-term brand commitment. A quantitative research methodology was adopted to investigate the relationships among green marketing practices, environmental knowledge, and brand loyalty. Data were collected from 384 supermarket consumers in urban centers across Sri Lanka using a structured questionnaire. The survey measured consumer perceptions of green marketing, their environmental knowledge, and brand loyalty using validated scales. Statistical analyses, including regression and moderation analysis, were conducted using SPSS to evaluate direct and moderating effects. The results indicate a significant positive relationship between green marketing practices and green brand loyalty. Furthermore, environmental knowledge moderates this relationship, with consumers possessing higher environmental awareness demonstrating greater loyalty to brands engaged in sustainable marketing initiatives. These findings highlight the strategic importance of consumer education in enhancing the effectiveness of green marketing strategies. While urban consumers responded positively to sustainability efforts, their level of environmental knowledge played a crucial role in determining brand loyalty. The study is limited to urban consumers, potentially overlooking the perceptions and behaviors of rural populations who may have different levels of environmental awareness and purchasing power. The reliance on self-reported data introduces the risk of social desirability bias, where participants may overstate their environmental knowledge or loyalty. Additionally, the cross-sectional nature of the study prevents an analysis of changes in consumer behavior over time. Theoretically, this study contributes to the green marketing literature by demonstrating the moderating role of environmental knowledge in shaping brand loyalty. It extends existing theories by showcasing how consumer awareness influences sustainable marketing effectiveness in a developing economy. Practically, the study offers actionable recommendations for supermarket retailers and marketers. Investing in consumer education initiatives, such as product labeling, in-store promotions, and sustainability campaigns, can enhance the impact of green marketing strategies and foster long-term customer loyalty. Future research could explore the role of digital platforms in promoting green marketing or examine variations in consumer responses across different retail sectors.Item The Impact of Social Media Influencer Marketing on Brand Loyalty Towards Luxury Cosmetic Brands: with Special Reference to Gen Z in Western Province of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ekanayake, K. B. P.; Wanninayake, W. M. C. B.; Ekanayake, G. D.This study investigates the relationship between brand loyalty and social media influencer marketing among Generation Z customers in Sri Lanka's luxury cosmetics sector, namely in the Western Province. Because of their knowledge, credibility, and attractiveness, as well as the informational and entertaining value of their content, social media influencers are becoming more and more important in digital marketing. The study fills gaps in understanding how these aspects generate long-term brand loyalty in emerging economies by providing insights into the dynamic convergence of digital and luxury brand marketing.The study used a quantitative research methodology to examine 375 Generation Z customers living in Sri Lanka's Western Province, who were between the ages of 12 and 27. A structured questionnaire assessed how influencer marketing elements, such as informational and entertainment content, as well as influencer attributes like trustworthiness, expertise, and attractiveness, shape brand loyalty. To evaluate these relationships, statistical techniques such as regression analysis and correlation were used. were also investigated in order to determine how they affected the process of establishing loyalty. The findings show that influencers' expertise and trustworthiness are crucial for building strong brand loyalty, followed by their attractiveness. Content with high entertainment value enhances consumer engagement, while informational content bolsters decision-making confidence, fostering brand loyalty. Stronger emotional bonds between influencers and their audiences are produced when they successfully reflect brand values. This results in brand endorsement, repeat business, and resistance against competing efforts to market. The study also shows that Gen Z consumers are increasingly choosing relatable and genuine influencers over conventional advertising.The study's focus on Generation Z customers and Sri Lanka's Western Province may limit its applicability to other age groups or regions. Because the study uses self-reported data, response bias may be present. Additionally, the cross-sectional design captures data at a single point in time, providing a snapshot rather than longitudinal insights into evolving trends. To capture long-term loyalty patterns, future research could use longitudinal designs, qualitative approaches, or a wider demographic reach. This study provides theoretical contributions by expanding the existing body of literature on influencer marketing and consumer behavior within emerging markets. Practically speaking, it provides useful data for marketers looking to create efficient influencer marketing campaigns geared to Generation Z's unique taste in the luxury cosmetics sector. Marketers should prioritize collaborations with influencers that represent integrity and knowledge, while also ensuring that the content is consistent with brand values and customer expectations. This study contributes to the ongoing discussion about influencer marketing in developing economies by demonstrating how cultural and socioeconomic characteristics influence customer behavior in digital arenas. It emphasizes the unrealized potential of targeted influencer collaborations for developing long-term brand relationships in the premium category. Future research might investigate these patterns in a variety of geographic and cultural contexts, as well as the influence of emerging platforms such as TikTok in luxury brand marketing.Item Effectiveness of Social Media Influencer Credibility on Brand Loyalty towards Shampoo Brands: Testing the Mediating Effect of Brand Trust among Gen Z(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Fernando, W. P. S. H.; Dissanayake, D. M. R.This research investigates how social media influencer credibility impacts on brand loyalty towards shampoo brands testing the mediating impact on brand trust. Aligning to the research gap found with empirical evidence. And the study was aimed at Gen Zs who are tech savvy and are usually getting exposed to social media influencers. This motivation came about because, while an increasing number of businesses use social media influencers to promote their products, little is known regarding how effective this communications strategy is for certain product categories, such as personal care items. Thus, a systemic study was carried out to examine the relationship between brand loyalty and the three main elements that make influencers credible sources. Alongside, level of expertise, reliability, and attractiveness were examined as the inclusion of the credibility of influencers. A quantitative study was employed followed by a deductive approach to address the research questions. Alongside, 385 respondents found within Gen Z, born from 1997 to 2012, were picked through convenient sampling method. The survey was executed to assess the key concepts of social media influencers' perceived trustworthiness, expertise, and attractiveness; brand trust; and brand loyalty. Responses were analyzed by using IBM SPSS software after testing assumptions. The findings of the study reveal that each factor of the credibility of the influencer (namely, trustworthy, expertise, attractive) has a significant positive mediatory effect on brand loyalty. This illustrates the importance of these characteristics in consumer decision-making. According to this study, brand trustworthiness is a determining factor in the effect of influence credibility on brand loyalty. This implies that though the relationship between an influencer's creditability and the brand loyalty is itself strong, the trust toward the brand elevates the relationship to a much greater level. The study also found that brand loyalty might be formed without brand trust. However, if trust and credibility are combined, it will be a more accurate way to establish brand loyalty. These findings have real-world uses for marketers to select and manage influencers to result brand loyalty in the competitive market. However, this study focused on the shampoo industry and Gen Z consumers in Sri Lanka, limiting the generalizability of findings to other products, age groups, or regions. The cross-sectional design restricts analysis of long-term effects, such as sustained brand loyalty or the impact of prolonged influencer marketing. Additionally, the study does not address emerging social media trends or platform-specific dynamics that could influence Gen Z engagement with influencers. Variables like perceived quality and emotional attachment, which may significantly mediate the relationship between influencer credibility and brand loyalty, were not explored. The rapid evolution of social media platforms and the freshness of this research area further limit the applicability of conclusions over time. Future research could address these gaps by examining other mediators, diverse products, and demographics, as well as the long-term effects of influencer marketing on brand loyalty and trust. This study has both theoretical and practical implications. Theoretically, it enhances understanding of the relationship between influencer credibility, brand trust, and loyalty, focusing on Gen Z consumers. By introducing brand trust as a mediating variable, it deepens insights into the role of influencer marketing in shaping consumer loyalty, contributing to frameworks like Source Credibility Theory and Social Influence Theory. Practically, the findings guide marketers in selecting authentic influencers and crafting relevant content to build Gen Z loyalty. Emphasizing trust, credibility, and attractiveness in influencer marketing strategies ensures alignment with brand values and fosters long-term engagement. The study confirmed the importance of trust as a mediator between brand attitude and purchase intentions. Accordingly, future research could examine the impact of influencer’s credibility on other product categories, whilst determining the effect of deference demographic factors within the variable framework.Item The Impact of Non-Financial Factors on Brand Loyalty with Reference to Leasing Industry in Sri Lanka.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Herath, H.M.K.N.; Wijenayaka, S.I.As the result of economical development, post war political stability has heavily contributed to the development of financial market in Sri Lanka. It is observed that the financial companies are using different strategies to enhance and develop the market share in the present vulnerable and competitive market. Therefore, this research attempts to identify the impact of non-financial factors on the brand loyalty of the leasing industry. A questionnaire based survey was carried out to test the hypothesis derived based on the literature survey. Data was analysed using SPSS where multiple regression and correlation analysis was used to test the hypothesis. Study results show that non-financial factors like customer’s personal, psychological, social and cultural factors are also powerful as well as interest rate. These results can be used to identify their customers and develop more customize products and for customers to evaluate different financial products. Further, it implies that considering non-financial factors such as process time, rules and regulations, customer relationship management and flexibility will help to differentiate with one company to other.Item Factors Affecting to Brand Loyalty in Fast Food Industry With Special Reference to Colombo District(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Fernando, T.M.D.; Fernando, P.M.P.Developing and managing Brand Equity for a brand is considered as a critical issue for most of the industries. Having too many brands around the customer and competitive marketing and promotion campaigns can be a cause to create a brand confusion in customers mind. Multinational companies like Pizza Hut, KFC and McDonalds’ coming in to the local market using franchise model may use innovative strategies to build up their brand loyalty in local context. On this research, researcher tries to identify the most important factors that affect brand loyalty in fast food restaurants. The researcher identified Atmosphere, Promotion, Value Addition, Food Provided, Price, Brand Image and Service Quality through a comprehensive literature review as factors leading to branding loyalty. The research was conducted in Colombo District with a sample of 140 respondents. Survey method was used as the research strategy and a self-administered, structured questionnaire was distributed among respondents to collect data for the study. Hypothesis were tested using regression analysis and results showed that atmosphere is the most prominent factor when it comes to customer brand loyalty of fast food restaurants while other variables indicated a moderate to weak influence on brand loyalty.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 Dimensions on purchase intention with special reference to Laugfs Lubricants.(Department of Marketing Management, University of Kelaniya, 2017) Muditha, W.D.Y.; Medis, A.This study was carried out to investigate the impact of Brand Equity on Purchase Intention of LAUGFS Lubricant. Brand Equity is one of important concepts in Brand Management as well as in academic research. Developing and managing Brand Equity for a brand is considered as a critical issue for most firms. This research focuses to identify the impact of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on Purchase Intention. The researcher used the customer based brand equity model adopted by Yew Leh & Lee (2011) as the basis of the research. The target population consists with currently LAUGFS Lubricants users in the Colombo area. Convenience sampling technique was used to extract 100 respondents as the sample. Survey method was used as the research strategy and a self-administered, standard structured questionnaire was distributed among respondents to collect data for the study.Findings of this study provide implications for brand develop manager of the LAUGFS lubricant to overcome the research problem.Item Impact of Brand Personality on Consumer Brand Loyalty: With Special Reference to the Fashion Apparel Retail Industry in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2016) Molagoda, S.M.T.D.; Gyathree, D.A.G.P.K.Fashion Apparel is one of the most consumed goods in a Quick Service format due to its unique attributes such as convenience, cloth quality and less price. Today, the twenty first century, Fashion Apparel has become so popular despite the fact that there is a relatively small number of companies selling and succeed Fashion Apparel Retail Industry in Sri Lankan context. Apart from the purchasing power one may possess, it is interesting to find out what other factors may influence an individual’s choice of fashion apparel retail brands. The Fashion Apparel retail industry in Sri Lanka is yet to be defined, as there is no clear demarcated line to separate the fashion apparel retail brands from the other fashion outlets, which is available in Sri Lanka. Primary purpose of this research is to examine the impact made by brand personality dimensions of Fashion Apparel Retail brands on consumer brand loyalty. As the research descriptive in nature a descriptive research design is used. . Under the primary sources of data collection, an online survey method will be used with a well-constructed questionnaire. The Non-Probability sampling method will be used in order to determine the sample as convenience sampling will be used as a technique. It was established that the elements of Sincerity, Competence, Excitement, sophistication and ruggedness of brand personality indeed have a positive relationship with brand loyalty.Item Factors Influencing on Brand Loyalty towards Fast Food Restaurants in Sri Lanka with Special Reference to Western Province(Department of Marketing Management, University of Kelaniya, 2016) Gunarathne, W.P.G.K.; Jayarathne, W.A.In the present business environment, marketers are using different kinds of marketing strategies to achieve the organizational goals. Building up a brand loyalty towards the brand is one marketing strategies which is commonly used by organizations to increase their sales other organization goals. This study attempts identify the factors that would influence on building up brand loyalty towards fast food restaurants. There are many previous researches related to this study area which are based on the global context whereas this study is specifically related to the global context. The primary objective of this research study is to identifying the factors that influence in building up a brand loyalty in consumer mind set towards multinational and domestic fast food chains with special reference to western province. While achieving the main objective researcher set sub objectives which are in line with the primary objective. This study specifically comes under descriptive nature and researcher used survey data collection technique to gather data in order to get ideas and opinions from respondents. The researcher used convenience sampling technique to recognized research sample and used SPSS 20.0 to analyze collected data from respondents to reach conclusion. As per the research findings food provide and atmosphere creates strong positive relationship in building up brand loyalty towards the fast food restaurants where other considered factors have weak and moderate positive relationships in building up brand loyalty.Item The Impact of Country of Origin on the Brand Equity: The case of University Student in Purchasing Toothpaste in Sri Lankan Market.(Department of Marketing Management, University of Kelaniya, 2016) Gomes, G.H.D.; Ubayachandra, E.G.This study investigates the reflections of country of origin image on consumers brand equity with regard to the Sri Lankan University Students in purchasing toothpaste. The research problem of the study is to check the impact of the Country of Origin on the Brand Equity. Most of the past researchers have focused on impact of country of origin on the consumer buying behavior without considering a specific product category. The key objective of this research is to identify the impact of the country of origin on the dimensions of the brand equity and the specific objectives are to identify the relationship between Country of Origin and the dimensions of Brand Equity which are Brand Awareness, Brand Association, Brand Loyalty and Perceived Quality. This is quantitative research study and the sampling technique includes Judgmental sampling and Quota Sampling. The data collection method was Questionnaires. Sample size was 150 undergraduates from three different universities. To test the hypotheses, correlation analysis and simple regression analysis were performed. According to the Regression Coefficient, Country of Origin affects Brand Equity of Toothpaste purchasing which indicates positive association between the dependent and independent variables. According to the sample analysis, it describes that most of the toothpaste consumers prefer foreign toothpaste brands.