Celebrity endorsement is a widely used marketing communication and brand building option found in different markets and product scopes. Most of empirical studies are found examining the effectiveness of celebrityendorsement ...

The present context of digitalized era promotes the need of branding in an online context. The use of social media for personal branding has been a fast-growing trend and such tools are being competitive in the contemporary ...

Along with globalization, new technologies are introduced to the mobile telecommunication industry in order to enhance service quality which is consequential to attract and retain rational customers. Empirical evident is ...

Brand Activation claimed to be a promotional tool use by organizations in order to induce their customers towards the brand. Literature evidence proves brand activation as an experiential learning technique compels customers ...

The purpose of this study to identify the influence of user generated content on purchase intention of automobiles in Sri Lanka. The said study is based on the theory of Uses and Gratification and supportive findings. ...

Electric cars will be the future of the transportation industry as it records a significant market penetration including Sri Lanka. The purchasing mechanism drives customers to make purchasing decisions is a critical notion ...

Purpose – The research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to ...

The purpose of the concept paper is to review how brand citizenship behavior relates to salesforce motivation. A specific attention is made on issues related to financial leasing sector of Sri Lanka. Employee turnover ...

Purpose Marketing theory and practice is under severe criticism – socialists and the practitioners criticize marketing in its current form which calls for active efforts by marketers to reposition the discipline – making ...

Celebrity endorsement practices are referred in many studies in relations to behavioral and cognitive perspectives across the markets and product scopes. The notion of effectiveness of celebrity endorsement is noted as one ...