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6th-2021
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Recent submissions

6th-2021: Recent submissions

Now showing items 61-80 of 110

The Impact of Facebook Marketing on Brand Equity and Purchase Intention of Beauty Care Brands in Sri Lanka

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

Organizations frequently use social media platforms like Facebook, Instagram, Tik Tok, and YouTube to improve brand communication and disseminate product information to consumers. However, there has been a small amount of ...
Good Digitalization Causing Stress and Depression

Babhulkar, S. M. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The most important factor for digitalization is pandemic. This pandemic has forced many people to be in a virtual world rather than a physical world. Digitalization is something which is the solution for the pandemic. ...
Impact of Product Attributes on Buying Decisions within the Moderating Impact of Social Media Advertising: A Study on State Made Wooden Furnitures in Sri Lanka

Rodrigo, N. A. B. P. L.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Furniture manufacturers and retailers are trying their level best to adjust their products based on the customer preferences and demand. Consumers evaluate a product based on various attributes before purchasing. This ...
Impact of User Generated Content on Purchase Intention Towards Boutique Hotels and Resorts in Sri Lanka with the Mediation Role of Brand Love

Wijeratne, R. V. B.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The tourism sector including hotels in Sri Lanka heavily applies digital content marketing for brand promotions. The main purpose of this research is to distinguish the relationship between User Generated Content of Travelers ...
Impact of Country of Origin on Product Evaluation: Examining the Moderating Effect of Reference Groups with Special Reference to Automobile Brands in Sri Lanka

Fernando, A. L.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Due to rapid globalization and reduction in trade barriers, world markets witness entry of cross-border brands into their markets. This made consumers to be concerned the importance of the country of origin of products ...
Impact of Brand Experience on Brand Loyalty Behavior Towards Fast Food Brands in Sri Lanka: With Special Reference to Mediating Role of Brand Love

Thakshala, R. A. S.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Fast food has become one of the sought-after choices amongst many customers across the world. Having fast foods is a casual lifestyle of today’s consumer behavior globally. Customers are no longer only seeking tangible ...
Impact of Brand Avoidance on Brand Equity: Examining the Mediating Effect of Brand Hate with Reference to Mobile Telecommunication Brands in Sri Lanka

Bandara, R. M. B. H.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Current literatures provide substantial insights on the good aspects of brand concepts, but studies on the negative aspects (brand avoidance) are very rare. Thus, this study claimed empirical gap for the concepts of Brand ...
Impact of Brand Equity on Consumer Purchasing Behavior: Examining the Mediating Effect of Brand Love of Smart Mobile Phone Brands in Sri Lanka

Udayangi, K. A. T.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Brand Equity is regarded as a significant and essential concept for any company or industry. Specially, brand equity plays a vital role in smart mobile phone brands to survive in the industry. Many researchers had examined ...
Impact of Brand Image on Customer Loyalty Behavior: Examining the Mediating Influence of Customer Satisfaction with Special Reference to Commercial Banks in Sri Lanka

Dasanayake, D. M. I. U.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

This research focuses to examined interlinks of Brand Image, Customer Loyalty, and Customer Satisfaction referring to the scope of Commercial Banks in Sri Lanka based on empirical and practice gaps identified. This study ...
Impact of Social Media Influencer Marketing on Purchase Intention: Special Reference to Skin Care Brands

De Silva, Y. S. Y.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Social Media Influencer marketing has been an ever-featured strategy by marketers since early 2000’s. With the rising cut-throat competition, social media influencers have been a common technique of promoting brands in the ...
Pros and Cons of Digitalization

Panchal, G.; Bharati, B.; Metri, P. G. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Digitalization has changed the rules in both private and public sectors of economy. The study of effects of digitalization has more significance and that can be studied by index of digitalization (which reflects the state ...
Impact of Instagram Advertising on Youth Impulsive Buying Behavior Towards Apparel Outlets Located in Colombo District: The Moderating Effect of Consumer Personality and Mediating Effect of Digital Literacy

Wickramasinghe, M. M.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Social media advertisements are one of the most highly utilized communication tools in the current marketing landscape to engage with the audience. In Sri Lanka the most used social media platforms for advertising by ...
Impact of Visual Merchandising on Consumer Repurchase Intention: Examining the Mediating Effect of Consumer Attitude with Special Reference to Restaurant Industry in Western Province, Sri Lanka

Gunawardhana, N. B. I. S.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Throughout last few years, food consumption patterns of consumers have drastically changed with the expansion of restaurant industry. Therefore, the restaurant industry is having a significant competition. Based on that, ...
Impact of Celebrity Endorsement on Brand Switching Behavior of Customers: With Special Reference to Sri Lankan Mobile Telecommunication Industry in Puttlam District

Madushani, S. M. W.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The mobile telecommunications business has evolved into a vital aspect of today's fast-paced, technologically advanced world. As the market matures, mobile communication services become more similar, resulting in increased ...
Impact of Sensory Branding Elements on Customer Loyalty with the Mediating Impact of Brand Experience and Moderating Impact of Brand Resonance: With Special Reference to Franchised Fast Food Chains Located in Western Province, Sri Lanka

Rahuman, F. A.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

In today’s context, many franchised fast food chains are adopting different techniques to stand out from the other competitors. Sensory branding elements play a vital role in creating a loyal relationship with consumers. ...
Impact of Visual Merchandising Strategies on Impulsive Buying Behavior Towards Fashion Products: With Special Reference to Y Generation Customers in Colombo District

Jayasinghe, N. M. P. T.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The new dynamic of the environment creates the fierce competition in the fashion industry and visual merchandising strategies are adopted by fashion companies to maintain the competitive advantages. However, there is no ...
Impact of Store Merchandising Quality on Purchase Intention of Supermarket Industry of Sri Lanka: The Moderating Effect of Demographic Factors

De Silva, L. R. D.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The supermarket concept was initially started in Sri Lanka at 1980’s and the particular industry began to expand after the year 2000. Supermarket industry is one of the fast-growing industries in Sri Lanka. According to ...
Impact of Country-of-Origin on Purchase Intention Toward Automobile Brands in Sri Lanka with Special Reference to Japan and Indian Automobiles

Perera, L. O. T.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

The research was conducted to examine the factors influencing the purchase intention of automobile users in Sri Lanka. Automobile purchasing intention is major problem faced by automobile companies and it is important to ...
Impact of Social Media Influencer Marketing on Customer Purchase Intention: Examining the Mediator Effect of Customer Attitude with Special Reference to Fashion Retail Industry in Sri Lanka

Sharma, M. F.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

Due to diverse needs of fashion consumers, competition in the fashion retail industry is reaching new heights and the ever-changing customer preferences the fashion market has proven to be difficult for marketers. The level ...
Impact of Celebrity Endorsement on Customer Purchase Intention: Examining the Mediating Effect of Brand Trust with Special Reference to Telecommunication Industry in Western Province Sri Lanka

Perera, K. A. H. M.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021)

In the present context, many marketers in the telecommunication industry are using different methods to influence their customers. Celebrity endorsement is one of the key tools frequently used to influence the purchase ...

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