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7th-2022
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Browsing 7th-2022 by Issue Date

Browsing 7th-2022 by Issue Date

Now showing items 1-20 of 95

Impact of Environmental Knowledge on Green Purchase Intention: Examining the Mediating Effect of Attitudes Towards Green Products with Special Reference to Young Business Executives in the Western Province, Sri Lanka

Cooray, W. H. H.; Patabendige, S. S. J. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The study was conducted to investigate the effects of advertising strategies, specifically emotional advertising, on the consumer-brand relationship. The consumer-brand relationship is defined as the initiation, development, ...
Impact of Emotional Appeal Advertising on Consumer Brand Relationship of Vicenarians (20-29 aged) with Special Reference to FMCG Sector in Sri Lanka; Mediating Factor Attitude towards Advertisement

Amunugama, G. N.; Bandara, B. S. S. U. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The study was conducted to investigate the effects of advertising strategies, specifically emotional advertising, on the consumer-brand relationship. The consumer-brand relationship is defined as the initiation, development, ...
Impact of E-service Quality on Customer Satisfaction in Internet Banking, with Reference to Licensed Commercial Banks in Sri Lanka

Sisirakkody, K. G. N. K.; Gunawardhana, W. A. D. N. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

Internet banking represents a critical service offered by the banking industry. This study aimed to examine the E-Service Quality elements that affect customer satisfaction within the context of Internet banking in Sri ...
Impact of Facebook Marketing on Brand Awareness: With Special Reference to Fast Moving Consumer Goods Industry in Sri Lanka

Dilhani, E. D. A.; Herath, H. M. R. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The purpose of this research study was to examine the impact of Facebook marketing tools on brand awareness, with a specific focus on the fast-moving consumer goods industry. The research addressed the issue of how Facebook ...
Impact of Experiential Marketing on Customer Satisfaction; Examine the Mediating Effect of Customer Perceived Value with Special Reference to Restaurants Located in Western Province Sri Lanka

Kumari, W. L. P.; Gayathree, D. A. G. P. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The restaurant industry is among the fastest-growing sectors in Sri Lanka. Following the COVID-19 pandemic, there has been a notable shift towards e-commerce platforms for meal orders. Consequently, experiential marketing ...
Impact of Green Brand Awareness on Green Consumerism with the Examination of the Mediating Effect of Green Trust with Special Reference to FMCG Industry in Sri Lankan Context

Liyanage, W. H. N. B.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

Green marketing practices and strategies have been widely adopted by various industries, yet challenges persist regarding their effectiveness. Research gaps have emerged, particularly concerning investigations into green ...
Impact of Facebook Advertising on Purchase Intention of Fashion Retails with Special Reference to Youth Consumers in Sri Lanka

Wishwajith, B. J.; Bandara, S. Udith (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

In the contemporary environment, consumer experiences, lifestyles, and decision-making processes have been significantly influenced by social media, diverging from those of previous generations. Traditional marketing ...
Impact of Green Advertising on Consumer Purchase Intention in Organic Food Industry of Sri Lanka: The Moderating Effect of Consumer Innovativeness

Rathnayake, R. M. S. S.; Gayathree, D. A. G. P. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

This article aims to analyze the impact of green advertising attributes on consumer purchase intention, specifically within the organic food industry in Sri Lanka, and to examine the moderating effect of consumer innovativeness. ...
Impact of Factors Effect on the Customer Purchase Intension on Carbonated Soft Drinks Market: Special Reference to Western Province in Sri Lanka

Piushan, H. A. D. D.; Medis, L. A. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

As competition in the market intensifies, gaining a thorough understanding of customer behavior has become increasingly crucial in the business context, particularly in marketing. Product manufacturing companies, in ...
Impact of the Attitude towards Traffic Light Signposting Labels (TLL) and Health Consciousness on Customer Purchase Intention of Sugar Sweetened Beverages (SSB) in Sri Lanka

Prabodhani, W. S.; Wijenayake, S. I. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

In Sri Lanka, diabetes has emerged as a significant health issue, affecting 9.8% of adults. According to data published by the WHO in 2020, diabetes results in approximately 12,460 deaths annually. Sugar-sweetened beverages ...
Impact of the Consumer Online Product Reviews on Online Purchase Intention: with Special reference to the Online Food Delivery Industry in Sri Lanka

Heshani, H. M. S.; Herath, H. M. R. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The number of Internet users and the growth of online food delivery services have both increased significantly. As online reviews emerge as a crucial source of product information, research into online consumer reviews has ...
Influence of Facebook Content Marketing on E- Brand Loyalty: Examine the Mediating Effect of Online Consumer Engagement with Special Reference to Telecommunication Industry in Sri Lanka

Thundeniya, L. G. D. T. B.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The continuous advancement in digital technology enables audiences to access updated information through various digital platforms. In the current context, Sri Lankan online audiences are highly engaged with Facebook. ...
Impact of the Determinants of E-WOM Engagement on Consumer Purchase Intention of Clothing Retailers in Sri Lanka

Dilshan, V. T.; Wijenayake, S. I. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

In the current generation, individuals experience consumption, lifestyle, and decision-making processes differently compared to previous generations. Social media has increasingly influenced these aspects, rendering ...
Impact of the Sensory Branding on Consumer Impulsive Buying Behavior: Moderator as Customer Income Special Reference to Supermarket in Sri Lanka

Shaminda, M. D.; Thilina, D. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

Retailers face challenges in gaining market share due to the rise of globalization and economic crises in Sri Lanka. In response, they are increasingly adopting strategies such as experiential marketing to influence customer ...
Proximity & Effects of Customer Relationship Marketing on Customer Retention: An Empirical Study Based on Sri Lankan Life Insurance Companies

Sandamali, B. T. C.; Patabendige, S. S. J. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The purpose of this research is to identify the relationship between Customer Relationship Marketing (CRM) and Customer Retention within the life insurance industry. In the current environment, insurance businesses heavily ...
Impact of Word-of-mouth Source Credibility on Consumer’s Purchase Intention in Sri Lanka with Special Reference to the Smartphone Industry: Examine the Mediating Effect of Brand Image

Amarasinghe, G. K. A. G. V.; Bandara, B. S. S. U. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

Word-of-mouth plays a significant role in the decision-making process when purchasing a new smartphone. The smartphone industry in Sri Lanka, as well as globally, is highly competitive. This study aimed to investigate the ...
Social Network Advertising towards Brand Loyalty: with Special Reference to the Shampoo Brands in Sri Lanka

Shanaka, G. C.; Bandara, B. S. S. U. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

Currently, the majority of businesses are employing social networks as a marketing tool. This research empirically examines the relationship between Social Network Advertising as the independent variable and Brand Loyalty ...
Impact of Visual Merchandising on Purchase Intention, the Mediating Effect of Store Image: with Special Reference to the Branded Fashion Retail Chain Western Province in Sri Lanka

Hansika, S. H. P.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The art of visual merchandising is considered one of the most effective methods for improving sales and profitability within an organization. Visual merchandising directly impacts the shopping experience, making it essential ...
The Impact of Consumer Attitude Towards Use on Continued Intention to Adopt E-Learning, in Sri Lankan A/L Private Tuition Industry: Moderating Effect of Information System Success

Fernando, P. U. S.; Herath, H. M. R. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

This article aims to analyze the impact of Consumer Attitude Towards Use (CATU) on Continued Intention (CI) for e-learning systems, with Information System Success (ISS) serving as a moderating variable within Sri Lanka's ...
The Impact of Celebrity Endorsement in Developing Purchase Intension with Special Reference to Confectionery & Bakery Industry

Silva, S. W. K. N. D.; Gunawardane, W. A. D. N. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

This study aims to examine the impact of key determinants of Celebrity Endorsement on customers' purchase intentions, with a particular focus on the population in the Western Province of Sri Lanka. The determinants of ...

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