Junior Research Symposia: Recent submissions

Now showing items 1-20 of 1989

Exploration of Shopping Orientation and Factors Influencing Customer Satisfaction in Multi Brand Apparel Retail in Madurai District

Joseph, Sinu; Inayath, Ahamed S B (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Globalization has led to increase in competition with every apparel retailer vying for market. With so many competitors, the apparel retailers need to find ways to meet customer expectations and ensure satisfaction and ...
Customer Preference Towards Internet Banking in Madurai District, India: An Empirical Investigation

Geetha, K (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Internet is the order of the day. There is a remarkable growth of Internet based services in the recent times. Managing service quality as distribution channel remains a mammoth challenge. The main objective of the research ...
Impact of Multi - Sensory Brand Experience on Customer Value: Examining the Mediating Effect of Store Image with Special Reference to Clothing & Textile Store

Wickramasighe, H.A.; Gunawardane, Nisal (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Multi- Sensory brand experience are widely spread in the field of clothing and textiles stores in Sri Lanka as a promotional tool. This concept impacted in creating customer value. The purpose of this study is to identify ...
The Effect of Telecommuting for the Performance of Marketing Job roles in Sri Lankan Life Insurance Industry

Fernando, N. H. D. N.; Gunawardane, Nisal (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

In Sri Lankan Life Insurance Industry, marketing job roles play major part for the business. From the starting point of twenty twenty most of the organizations used work f home for the business. Hence this study based on ...
Impact of Sensory Branding on Brand Loyalty of Franchised Fast- Food Outlets

Jayathilake, G. H. V. D.; Gunawardane, Nisal (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Sensory Branding has been broadly considered to be an innovative technique applied by brands over recent years to enhance value and Brand Loyalty. Though it has been identified that application of sensory branding results ...
Impact of Brand Personality on Brand Equity, Examining the Mediating Effect of Brand Love in Automobile Industry of Sri Lanka

Nipun, A. A. T.; Gunawardane, Nisal (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Brand Personality appears to be an effective strategy, which used by automobile industry in order to influence their customers. Yet brand personality in creating brand equity is not properly established through the previous ...
Impact of Multi – Sensory Branding on Customer Brand Engagement: Investigating the Mediating Effect of Brand Experience with Special Reference to Modern Trade Sector

Anuradha, W. T. D.; Gunawardane, Nisal (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Modern trade sector in Sri Lanka, identified as an emerging competitive market where opportunities for brand differentiation is less. Consumer decision making in modern trade sector mainly based on emotional and experiential ...
Brand Experience in Driving Consumer Repurchase Intention of Retail Fashion Brands

Madhushani, D. P. S. R. P.; Gunawardane, Nisal (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Brand experience considered to be an antecedent of purchase intention of retail fashion brands yet literature on the relationship among brand experience and repurchase intention is inconclusive in nature. Experience generates ...
The Role of Perceived Service Customization in Driving Customer Loyalty; Examining the Mediation Effect on Trust: with Special Reference to Automobile Maintenance Service Sector in Sri Lanka

Kumara, W. G. P. M. P.; Gunawardane, Nisal (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Service customization lead customer satisfaction and it enhance long-term customer commitment towards the service organization. Service customization comes under the relationship marketing theory and service customization ...
Impact of e-WOM on Purchasing Intention Towards the Fashion Retail Industry Moderating Effect of Product Involvement with Special Reference to Western Province Sri Lanka

Kadigawa, Ushadhi; Thilina, D. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Since the rapid development of technology in the fashion industry, the competition is immense, and therefore it is needed to identify the market trend and adopt it. With that, marketers need to facilitate the decision-making ...
The Impact of Social Media Marketing on Brand Trust: with Special Reference to Cosmetic Industry in Sri Lanka

Kalpana, M. H. A. D. A. S.; Thilina, D. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Building brand trust in the Sri Lankan Cosmetics industry is one of the marketer's major challenges. The digitized consumer behavior and social media revolution make it more challenging for marketers. Thus, this research ...
Word of Mouth Impact on Brand Evangelism of Supermarket Own Brands

Gayangani, K. A. D. S.; Thilina, D. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

When considering the supermarket's own brands, the profit percentage of those products are high without many promotions, the reason for that is the word of mouth impact. So the study aimed to investigate the word of mouth ...
Factors Affecting the Adoption of Location-Based Mobile Application on Taxi Industry in Sri: in the Midst of Covid-19 Pandemic

Bandula, S. D. P. M.; Thilina, D. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

As a future growing marketing opportunity, mobile taxi applications are becoming more famous. The purpose of the research is to investigate personal factors that affect the taxi industry’s location-based mobile application. ...
The Influence of User Generated Content on Online Purchase Intention with Special Reference to Sri Lankan Handicraft Industry

Kularathne, R. D. D. D.; Thilina, D. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

This study was conducted to identify User Generated Contents’ influence on online purchase intention with special reference to the Sri Lankan Handicrafts industry. This study was based on the seven hypotheses which were ...
Impact of Social Media Marketing on Consumer Purchase Intention: with Special Reference to Fashion Retail Industry

Ranwala, R. D. V. G.; Thilina, D. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Fashion retail stores in Sri Lanka have always been innovative in their marketing activities, yet they always followed a traditional business management approach. To face and survive the recent unforeseen challenges of ...
Impact of Real-Time Social Media Content Marketing on Emotional Brand Attachment; with Special Reference to Sri Lanka Food and Beverage Industry

Pathirage, Devika; Thilina, D. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Using real-time situations for marketing campaigns is considered one of the most attractive methods to effectively approach the target consumer in the industry of food and beverages. Today, everyone is connected with the ...
Drivers of the Switching Behaviour of Mobile Broadband Service Consumers in Sri Lanka

Dewmini, G. S. P. T.; Gayathree, Poornima K (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Consumer switching is a major issue faced by mobile broadband service companies, and marketers need to understand why they switch the mobile broadband service provider. The research objective is to examine the drivers of ...
Drivers of Green Purchasing Intention Triggered from the Advertising Appeals in Social Media Platforms: with Special Reference to Green FMCG Goods

Kulasekara, D. S. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

This research explores how abstract appeal (i.e., describing the features of green products more vaguely) and concrete appeal (i.e., describing the features of green products) can encourage consumers to engage in green ...
Creating Television Brand Loyalty through Corporate Social Responsibility Programs of Local TV Channels in Sri Lanka: with Special Reference to the Mediating Effect of Television Brand Trust

Jayarathna, N. S. P.; Gayathree, Poornima K (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The concept of Corporate Social Responsibility (CSR) has increasingly been identified in the literature for its potential to deliver a degree of competitive advantage. Therefore, this study’s focus is to study the creation ...
Impact of Social Media Marketing for Purchase Intention of Organic Food: with Special Reference to the Mediating Effect of Customer Attitudes

Nisansala, M. M. Sajini; Gayathree, Poornima K (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Social media has become the most popular communication channel where large amounts of information flows are exchanged between users. The information shared on social media has been perceived as more reliable than traditional ...

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