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Recent submissions

Student Research Conference on Marketing(SRCM): Recent submissions

Now showing items 41-60 of 542

The Impact of User-Generated Content (UGC) on Traveler Lodging Intention: Special Reference to Travel Lodges in Sri Lanka

Chandrasiri, S. C. M. M.; Wijesundara, Bimali (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

With the effect of emerging social media, UGC has brought a new perspective by enabling social media users to communicate with or share their thoughts with social media networks. Social media users are also sharing their ...
Impact of Social Media Marketing on Consumer Buying Behavior of Social Media Users in Sri Lanka

Rajapaksha, K. A. A. B.; Wijesundara, Bimali (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

In Sri Lanka, online shopping becomes a trend, and due to the current pandemic situation, it has recently been taken up. This study explores social media marketing's impact on consumer buying behaviour among social media ...
Impact of Experiential Marketing on Destination Image Towards Sri Lankan Tourism with the Mediating Effect of Destination Trust

Priyangika, W. P. R.; Wijesundara, Bimali (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The purpose of this study is to determine “whether the foreign tourists will perceive Sri Lanka as one the best destinations in the world with the experiential marketing and destination trust.” This study employed a ...
Impact of Brand Image on Customer Patronage Intention: with Special Reference to the Fashion Retail Industry

Priyangika, W. P. R.; Wijesundara, Bimali (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The fashion retail industry is rapidly growing over the past decade. When selecting the fashion retail outlet, most of the consumers are highly considering popular textile outlets. This study mainly focused on understanding ...
Impact of Facebook Marketing on Brand Trust with Special Reference to Sri Lankan Tourist Hotels

Weerakoon, W. R. M. P.; Herath, H. M. R. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Social media is an emerging trend of marketing in today’s context. It can be seen that many organizations use Facebook to engage with people, build brand awareness, and brand trust towards their brand names. Thus, this ...
Impact of Logistics Performance on Customer Satisfaction: Special Reference to Online Retailing of FMCG Products

Nawzer, M Nasih; Herath, H. M. R. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Online retailing is an emerging trend of marketing. This study’s main purpose was to analyze the impact of logistics performance on online retail stores’ customer satisfaction, especially in FMCG Products. Thus, this study ...
Impact of Social Media Influencers on Customer Purchase Intention among Generation Z: with Special Reference to Mobile Phones in Sri Lanka

Rathnayaka, M. K.; Herath, H. M. R. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Influencer marketing is expanding exponentially throughout the world, causing marketers to see this marketing strategy as an essential part of their marketing options. Mobile phones are getting more attention, and it has ...
The Impact of Strong Brands on New Brands: with Special reference to Textile Industry

Perera, G. S. B.; Herath, H. M. R. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

This study is an in-depth investigation to study the impact of strong brands on the new brands in the textile industry in Sri Lanka. It aims to help consumers predict old brand purchases through an improved understanding ...
Impact of Sensory Marketing on Online Purchase Intention: with Special Reference to Online Apparel Shopping Industry in Western Province of Sri Lanka

Sudasinghe, S. D. D. T.; Herath, H. M. R. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

In the current era, increased attention to the five senses in the marketing process suggests that companies should be aware of consumers’ inner purchasing process. Retailers are fixated on adding sensory stimulus to their ...
Factors Affecting on the Behavioral Intention to Use Mobile Banking Application among the Western Province of Sri Lankan Customers

Wickramasinghe, K. P. K. L.; Herath, H. M. R. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Providing pioneering facilities is an essential factor for attractiveness of the banking industry. Mobile banking application is such an innovative service. Through this, all the banking customers will be able to make ...
Impact on Corporate Social Responsibility on Brand Loyalty: Examining Mediating Impact of Brand Trust: with Reference to Food and Beverage Industry

Kaushan, K. R. U.; Medis, Ajith (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The food and Beverage Industry is always an emerging industry in Sri Lanka. This study was conducted to examine the impact of corporate social responsibility on brand loyalty and the relationship between corporate social ...
Antecedents on Customer's Intention to Use of Internet Banking Facilities: with Special Reference to Sri Lankan Customers

Wijesinghe, U. G. H. N.; Medis, Ajith (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

This study aims to investigate the antecedents of customer's intention to use Internet Banking facilities. When conferencing the literature, there are so many antecedents that affect customers' intention to use Internet ...
Impact of CSR Practices on Brand Image in Special Reference on the Banking Industry in Western Province of Sri Lanka

De Soysa, H. H. R.; Medis, Ajith (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Corporate Social Responsibility has been defined and conceptualized by different writers; nevertheless, the concepts are constantly emerging. This era's growing environmental awareness has strengthened the competition ...
Influence of Green Marketing Mix on Brand Trust towards FMCG Brands among Western Province, Sri Lanka

De Silva, T. D. N. N.; Medis, Ajith (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The increased environmental awareness has consequences for consumer behavior; namely, brand trust and green marketing have got the consumers' attention as it has become a global problem due to environmental deterioration. ...
Impact of Influencer Marketing on Brand Engagement of Youth towards Fashion Brands in Sri Lanka: Special Reference to Western Province

Rathnayake, R. M. T. M.; Medis, Ajith (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Emerging of the Digital Marketing era, Influencer Marketing owns a vital role in digital advertising and observed that most digital marketing agencies use Influencer Marketing as a strategy to create Brand Engagement. So, ...
The Impact of Brand Personality on Emotional Brand Attachment in the Mobile Phone Industry in Sri Lanka

Sankalpa, K. S. H.; Medis, Ajith (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The study focuses on exploring the impact of brand personality on emotional brand attachment in the mobile phone industry in Sri Lanka. It examines the impact of different types of brand personalities on consumers' emotional ...
The Impact of Green Marketing Strategies on Consumers' Green Purchase Intention in Sri Lanka

Thilakarathna, W. M. S. D.; Kumara, D. W. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Sri Lanka is an Asian region developing country facing environmental pollution and protecting the environment by adopting green practices. Consumer organizations in Sri Lanka have identified that there is a growing demand ...
The Impact of Brand Equity on Customer Satisfaction in Mobile Telecommunication Industry in Sri Lanka

Rashantha, K. D. D. U.; Kumara, D. W. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Modern organizations are looking for new ways to maximize their customers' satisfaction in today's highly competitive environment. Brand equity supports the organizations to maintain a good customer base. The mobile ...
Impact of Brand Experience on Brand Equity in the Banking Sector: with Reference to Licensed Commercial Banks in Sri Lanka

De Silva, Gayathri; Kumara, D. W. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Brand equity plays a vital role in an organization gaining competitive advantage, and it has an impact on strategic management decisions. The study aims s to investigate the impact of the brand experience on the brand ...
The Impact of Electronic Word of Mouth Communication on Online Purchase Intention: Mediating Effect of Brand Image with Special Reference to E-Retailers in Sri Lanka

Rathnayake, R. W. M. D.; Kumara, D. W. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The present study investigates the impact of electronic word of mouth (eWOM) communication on online purchase intention and whether this relationship is mediated by the brand image concerning e-retailers in Sri Lanka. The ...

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