Symposia & Conferences
Permanent URI for this communityhttp://repository.kln.ac.lk/handle/123456789/10216
Browse
6 results
Search Results
Item A Study on the Impact of Brand Equity Dimensions on Purchase Intention of Signal Toothpaste with Special Reference to Colombo Area(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Karunaratne, C.M.F.; Fernando, P.M.P.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. Having number of brands and flavors, causes to create intense competition in the toothpaste industry. Brand Equity has become as an important concept to win this competition and to become as the dominant toothpaste brand in consumers’ mind. With the literature background, this research focuses to identify the impact of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on the purchase intention of Signal toothpaste by adopting Aaker’s brand equity model. Current Signal toothpaste buyers were selected as the population for the study. Convenience sampling technique was used to extract 150 respondents as the sample. Survey method was used as the data collection method and a self-administered, structured questionnaire was distributed among respondents to collect data for the study. Hypothesis were tested by using multiple regression analysis and results showed that both Perceived Quality and Brand Association had a significant positive impact on purchase intention while Brand Awareness and Brand Loyalty do not significantly effect on the purchase intention of Signal toothpaste.Item The Impact of Brand Equity on Purchase Intention: With Special Reference to Male Skincare Market in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2017) Damayanthi, W.A.I.; Wanninayake, W.M.C.B.Male consumers are applying skin care products as a habit in their day to day life and they are considering many factors in purchasing decisions. According to the previous literature brand equity becomes a prominent factor in purchasing decisions relating to the beauty care products. However it is an important issue to clarify whether Sri Lankan customers consider the brand equity in purchasing decision of beauty care products. Specially, whether male customers consider brand equity of skin care products in their buying decisions. With aforesaid background, the main objective of this research is to determine the influence of brand equity on purchase intention of male skin care products in western province in Sri Lanka. The many literature was reviewed in order to develop the conceptual framework for the study. The primary data was gathered by using a structured questionnaire. The sample comprised of 150 male respondents from western province in Sri Lanka as covering the majority of men skin care market. The data analysis was carried out using SPSS 20.0 where reliability test and regression analysis ware initially carried out. The reliability of the scales and assumptions for parametric tests were satisfied. Findings of the study concluded that there has an impact of brand equity on purchasing intension in male skin care product market. The brand equity factors influence to the purchase intention was brand awareness, perceived quality, brand association and brand personality. According to the findings, marketers need to be concerned mainly perceived quality and the brand personality and then they have to pay attention on brand awareness and brand association for encouraging male customers to purchase skin care products in Sri Lankan market.Item Impact of Brand Equity on Purchase Intention towards Local Apparel Brands.(Department of Marketing Management, University of Kelaniya, 2016) Swarnawimala, H.M.R.; Patabendige, S.S.J.This study is undertaken to identify what extent of brand equity influence to purchasing intention towards local apparel brands in Sri Lanka. Due to high competitiveness of the market place and competitive foreign brands this industry has become too complex. The observed all researches are considered at global context and therefore this research study has taken in to consideration of Sri Lankan context. The primary objective of this research study is to determine the impact of brand equity to purchasing intention towards local apparel brands in Sri Lanka. While achieving the main objective researcher set sub objectives which are in line with the primary objective. This research study comes under descriptive nature and researcher used mix data collection technique to gather data to collect ideas and opinions from respondents. The researcher used convenience sampling technique to recognized research sample and used SPSS 20.0 to analyze gathered data from the respondents. As per research out comes, brand equity factors such as, perceived quality, brand association, brand loyalty, brand awareness brand image factors have much impact on purchase intention towards local apparel brands. Researcher has found most influencing factors as brand image and perceived quality, .Further has identified recommendation, positive word of mouth, those purchasing intention indicators have a connection between brand equity. According to the study marketers need to focus on brand equity factors according to above findings.Item Impact of Brand Equity Dimensions on Selection of Retail Fashion Chain among Youth (A Study Based on Colombo District).(Department of Marketing Management, University of Kelaniya, 2016) Perera, T.C.J.; Patabendige, S.S.J.In recent years, retailers have been facing a challenging marketing environment and they have recognized the power of brand building. Hence building brand equity becomes an important source of differentiation as well. Before purchasing a particular product, first of all the customer has to select a store from where it can be purchased. Hence the study has been conducted by identifying the uninvestigated researchable area “selection of retail clothing store with the term of Brand Equity with special reference to Retail fashion chains in Colombo district among youth. The key purpose of the study is to investigate how brand equity effects on selection of retail fashion chain among youth. This research design is quantitative and primary data was gathered by questionnaires among 100 respondents. Magazines and trade press, internet sources, pre conducted research reports relevant to brand equity and fashion industry have been used as secondary data sources. Descriptive Statistics have been used for data analysis. As per the research outcome, brand equity variables such as brand awareness, brand loyalty, perceived quality and brand association have a clear positive relationship with the store selection. Hence retailers are able to develop strategies based on the importance of each variable to build strong brand equity towards retail fashion chains brands in Sri Lanka.Item Impact of Celebrity Endorsement towards Brand Equity: With Special Reference to Carbonated Soft Drinks Brands.(Department of Marketing Management, University of Kelaniya, 2016) Costa, M.P.C.; Bandara, B.S.S.U.Nowadays, companies spend billions of dollars per year on celebrity endorsement to create the positive awareness for their products and brands. Most of carbonated soft drink brands tend to implement celebrity endorsement as an effective promotional tool .on the other hand the impact of the celebrity endorsement on brand equity varies from country to country according to previous research studies. But here the researcher could not found out any prior research conducted on the impact of celebrity endorsement towards the brand equity with special reference to carbonated soft drinks brands in Sri Lankan context. Thus the key purpose of this research to study the impact of celebrity endorsement towards the brand equity; with special reference to carbonated soft drink brands. In order to obtain a more reliable result, a quantitative research is carried out to investigate the topic. Descriptive statistics were used for analysis of demographic data. Correlation analysis was carried out to find out the relationship between the independent and dependent variables. According to the research findings, all the factors of celebrity endorsement (trustworthiness, expertise, attractiveness, product congruency, celebrity activation and celebrity multiplicity) have a liner relationship with brand equity .However; the level of impact of each factor is different from one another. Celebrity multiplicity and attractiveness of celebrity endorsement are most prominent factors which impact to build brand equity.Item Customer Brand Awareness on Professional Educational Institutions in Sri Lanka(Department of Commerce and Financial Management, Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Ariyarathna, D.H.L.; Ayesha, D.H.P.; Hettiarachchi, H.A.M.D.; Kumara, K.M.D.P.; Kumari, W.G.H.K.; Nimesha, M.A.; Samanthika, S.V.G.M.; Senevirathna, S.M.A.P.The main objective of this research is to enhance understanding of customer brand awareness on professional courses in Sri Lanka. On the other hand increase student knowledge for the brand awareness on professional course. Information gathered using secondary sources such as articles, journals. In this research data are collected from eight articles. Most researcher discussed brand awareness with brand equity. Customer brand awareness variables have intermediate relationship and the results provide partial support for the brand equity being far more significant than awareness-related determinant.