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8th-2024
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Browsing 8th-2024 by Issue Date

Browsing 8th-2024 by Issue Date

Now showing items 1-20 of 96

The Impact of Corporate Social Responsibility (CSR) on Customer Loyalty among Generation Z Consumers in The Mobile Telecommunication Service Provider Industry in Sri Lanka: Mediating Effect of Corporate Image

Chandrasekara, N. K.; Bandara, B. S. S. U. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

This study investigates the relationship between corporate social responsibility (CSR) and customer loyalty among Generation "Z" consumers in the mobile telecommunications service provider industry in Sri Lanka. Researchers ...
Impact of Green Marketing Tools on Customer Purchase Intention of Fast-Moving Consumer Goods: Special Reference to Youth Sector in Western Province

Perera, P. S. M.; Bandara, B. S. S. U. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

With increased consumer awareness about environmental issues, there is a tendency for customers to pay more attention to the environment. Therefore, organisations have given primary attention to using the green product ...
Impact of CSR on Brand Equity and the Mediating Effect of Corporate Image with Special Reference to Cellular Mobile Phone Users in the Telecommunication Industry in Western Province

Jayasooriya, J. A. D. C. I.; Bandara, B. S. S. U. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

This research explores the intricate relationships between corporate social responsibility, brand equity, and corporate image within the telecommunications sector in Sri Lanka, specifically focusing on cellular mobile phone ...
Factors Influencing Young Consumers’ Purchasing Intention of Organic Food with Special Reference to Western Province in Sri Lanka

Gunathilaka, K. P. M. S.; Bandara, B. S. S. U. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

This research examines the emerging global organic food market, with a particular focus on understanding the factors influencing the purchase intentions of young consumers in Sri Lanka. Using a positivist research philosophy ...
Impact of the Effectiveness of Pictorial Health Warnings on Cigarette Packs on the Behavioural Intention among Young Smokers in Sri Lanka with Special Reference to University Students

Madhushani, S. M. P.; Bandara, B. S. S. U. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

Smoking poses multifaceted challenges in Sri Lanka, extending beyond health concerns to social and economic repercussions. This issue is particularly pronounced in middle-income countries, where smoking significantly burdens ...
Impact of Green Marketing Mix on Customers’ Green Purchasing Intention: Special Reference to FMCG Sector in Sri Lanka

Sandarashmika, W. D.; Bandara, B. S. S. U. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

This research in Sri Lanka explores how green marketing strategies influence consumers' decisions to purchase eco-friendly, fast-moving consumer goods (FMCG). As Sri Lankan consumers become more environmentally conscious, ...
Impact of Word-of-Mouth Communication (WoM) on Brand Personality with Special Reference to Sri Lankan Cosmetic Industry

Deshappriya, K. B. V.; Bandara, B. S. S. U. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

Word-of-mouth (WOM) communication has been recognised as a pivotal marketing tool across diverse sectors. However, its efficacy varies significantly among these fields, leading to a notable research gap in ascertaining its ...
Effect of Social Media Micro Influencer Marketing Activities on Consumers’ Purchase Intention: Evidence from Smart Phone Industry in Sri Lanka

Tharaka, K. R.; Weerasiri, R. A. S. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

Influencer marketing is becoming increasingly popular around the world, prompting marketers to consider it an essential component of their marketing strategy. Smart phones are gaining popularity as they have become an ...
Factors Influencing on Consumer Purchase Intention Towards Local Organic Food Products with Special Reference to Western Province, Sri Lanka

Kavindya, M. G. T.; Weerasiri, R. A. S. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

In recent years, the global shift towards sustainable and healthy consumption has heightened the importance of understanding consumer attitudes and intentions towards local organic food products. This study investigates ...
The Impact of Sensory Branding Elements on Brand Loyalty through Brand Experience: Examining the Mediating Effect of Emotional Attachment with Special Reference to Luxury Beauty Shops in Colombo, Sri Lanka

Wijewickrama, S. U.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

This study delves into Sri Lanka's abundant luxury beauty shop landscape, with a focus on Colombo, emphasising the need for businesses to prioritise emotional attachments and value additions over product in the era of ...
The Impact of Sensory Marketing on Customer Purchasing Intention: Examining the Mediating Effect of Experiential Value with Special Reference to Franchised Fast Food Industry in Sri Lanka

Samarasiriwardena, S. Y.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

This study addresses a critical gap in the existing literature by focusing on the franchised fast-food industry in Sri Lanka. As the industry undergoes rapid expansion through the franchising model, understanding the ...
Impact of Social Media Influencers on Online Fashion Apparel Purchasing Intention in relation to the Female Gen Y and Gen Z Consumers in Sri Lanka: Mediation Effect of CBR and Moderating effect of IT Literacy

Fernando, T. M. D.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

Businesses are being urged to use cost-effective marketing strategies such as influencer marketing to increase brand visibility in the fast-expanding ecosystem of IT technology and social media platforms. Notably, social ...
Impact of Emotional Appeal Advertising on Consumer Brand Relationship of Vicenarians: Mediating Effect of Consumer Attitude towards Advertisement

Dawood, A. F. J. S.; Herath, H. M. R. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

The study was conducted to investigate the impact of advertising strategies, specifically emotional advertising, on consumer-brand relationships. Consumer-brand relationships are defined as initiating, developing, influencing, ...
Impact of Sensory Marketing Tools on Consumer Impulsive Buying Behaviour in Franchise Fast Food Restaurant Industry in Western Province, Sri Lanka: Moderating Effect of Consumer Income Level

Deshanjana, B. A. G.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

This study focuses on how sensory marketing influences impulsive buying behaviour among customers of fast-food franchises in Sri Lanka. Since this area has limited research, the study aims to provide valuable insights for ...
The Impact of Experiential Marketing on Customer Satisfaction in Restaurants in Western Province: Mediating Effect of Customer Perceived Value

Jayarathna, D. M. T. N.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

The restaurant industry is one of the fastest-growing industries in Sri Lanka. People are increasingly turning to e-commerce platforms for their meals after COVID-19. Therefore, experiential marketing has become an essential ...
The Impact of Visual Merchandising on Consumer Impulsive Buying Behaviour with the Mediating Effect of Brand Attitude with Special Reference to the Modern Trades in Sri Lanka

Dilhani, M. W. M.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

This research investigates how visual merchandising in modern retail stores influences impulsive buying decisions, specifically focusing on how these elements can be tailored to different stages of brand development. The ...
Impact of Social Media Marketing on Student Attraction towards Education Institutions: Mediating Impact of Student Engagement with Special Reference to the Banking Sector in Sri Lanka

Ellawala, P. A. P.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

Social media marketing is expressed through the awareness of products or brands to the customer and the attraction of effective engagement, which stimulates the customers. This study explores the intricate relationship ...
Impact of Green Marketing on Brand Loyalty: Examining the Mediating Effect of Green Knowledge with Special Reference to Supermarket Chains in Sri Lanka

Dhuveeshan, M; Herath, H. M. R. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

With modernised consumer buying behaviour patterns, marketers have also changed their approach to marketing, and the green marketing concept has emerged as a new trend among all businesses because of global warming and ...
The Impact of Sensory Branding on Impulsive Buying Behaviour with the Moderating Effect of Gender: A Study on Franchised Fast-Food Outlets in Western Province, Sri Lanka

Madhushinie, W. A. I.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

Sensory branding is one of the paramount phenomena that happens in consumer minds and aids marketers in drawing consumer attention to a particular brand only by aiming for five senses. This can result in various consumer ...
The Influence of Multi-Sensory Marketing on Brand Loyalty with the Mediating Effect of Customer Satisfaction with Special Reference to the Star Level Hotels in Western Province, Sri Lanka

Bandara, H. M.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

Senses play a major role in the lives of people, and when considering the customer perspective, senses are also the also the most important factor because each customer has a need to satisfy their senses through the products ...

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