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8th-2024
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Recent submissions

8th-2024: Recent submissions

Now showing items 21-40 of 96

Study to Identify the Customer Based Brand Equity Influences on the Purchasing Intention of Men’s T-Shirt brands in Sri Lanka with Moderating Effect on Price

De Munasinghe, I. D. Z.; Thilina, D. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

Sri Lanka's growing fashion scene has intensified competition among men's t-shirt brands. While brand equity certainly plays a major role in changing purchase decisions, its true impact on men's t-shirts is shrouded in ...
Impact of Social Media Influencer Marketing on Purchase Intention of Cosmetic Industry in Sri Lanka with the Mediating Effect of Customer Attitude

Lakshan, P. S.; Thilina, D. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

Social media influencers in Sri Lanka are heavily endorsing cosmetic products without proper awareness; this careless advertising often leads to toxic ingredients and potential health risks for users. Marketing fallacies, ...
Impact of Social Media Advertising on Consumer Purchasing Intention of Women’s Lingerie Brands in Sri Lanka

Perera, G. T. W.; Thilina, D. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

Social media has become an integral part of the business world and a powerful tool for connecting with customers and promoting products. Some lingerie brands in Sri Lanka are globally recognised, while others may not be ...
Effect of Mobile Network Portability (MNP) Adoption on Customers’ Switching Intention of Telecommunication Industry in Sri Lanka: Mediating Effect of Attitude Towards MNP

Kulathunga, K. W. M. W. T. P. K.; Thilina, D. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

The mobile telecommunication industry is one of the fastest-growing industries in Sri Lanka, and the competition among telecommunication providers has increased continuously. Therefore, service providers need to sustain ...
YouTube Advertising in Developing Purchase Intention of Prepaid Mobile Data Packages with Special Reference to Government University Undergraduates of Sri Lanka

Chathuranga, H. K. C.; Gunawardane, Nisal (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

YouTube is the most viewed online video streaming website, and it allows users to upload or stream videos online, attracting many users. YouTube advertising is an effective and influential communication platform that ...
The Impact of Omnichannel Approach on Customer Purchase Intention Examining the Mediation of Customer Satisfaction with Special Reference to Supermarkets in Western Province, Sri Lanka

Chiranga, H. A. C.; Gunawardane, Nisal (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

The advancement of the internet and new technologies has revolutionised retail settings, integrating online and physical channels to provide consumers with seamless and consistent shopping experiences, known as the omnichannel ...
The Impact of Customer Loyalty Programs on Customer Retention: Examining the Mediating Effect of Customer Satisfaction with Special Reference to Supermarket Industry of Sri Lanka

Kavindya, U. G. G.; Gunawardane, Nisal (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

In the dynamic landscape of the modern business world, companies strive to gain a competitive edge through the implementation of customer loyalty programs. These initiatives enhance customer satisfaction, foster loyalty, ...
Social Media Influencer Marketing in Developing Customer Purchase Intention in The Context of the Fast-Food Restaurants of Sri Lanka

Ganepola, A. M.; Gunawardane, Nisal (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

In today's highly competitive market, advertising plays a crucial role in establishing a solid market presence; the primary goal of advertising is to drive purchase intention. Influencer marketing is considered a compelling ...
Role of Brand Experience in Driving Consumer Purchase Intention of Retail Fashion Brands in Western Province, Sri Lanka

Metaramba, A. S.; Gunawardane, Nisal (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

This study explores brand experience's impact on repurchase intentions among fashion-conscious consumers, addressing a gap in research that has primarily focused on its broader influence. Some studies suggest a negative ...
Impact of Facebook Content Marketing on Purchase Intention of the Fast-Food Industry with Special Reference to Gen Y

Munasinghe, M. G. I. M.; Gunawardane, Nisal (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

Content marketing creates a favorable platform for brands to inform and persuade consumers about the brand's features and benefits. Facebook and its content creation for brands, products, and services make the brand stand ...
Green Packaging on Customer Purchase Intention: Examining the Mediation of Brand Image with Special Reference to RTD Milk Beverages Sector

Peiris, G. C. C.; Gunawardane, Nisal (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

The change in consumer behaviour resulted in manufacturers behaving in an environmentally friendly manner, which has an immense influence on environmental sustainability. Consumer behavioural studies in ecological ...
The Impact of Visual Merchandising Elements on Consumer Visual Attention in The Context of Online Marketplaces in Sri Lanka: Mediating Effect of Consumer Shopping Goals

Gunarathne, Y. B. D. D.; Wijenayake, S. I. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

A drastic change happened in the marketplace with the COVID-19 pandemic, where online shopping got accepted by consumers all over the world. With this marketer’s focus directed towards capturing the consumer's attention ...
The Impact of Sports Sponsorship on Purchasing Intention with Special Reference to the Paint Industry in Sri Lanka: Mediating Effect of Brand Image

Ranasingha, R. J. E. M. E. G. L. B.; Wijenayake, S. I. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

Sports sponsorships are a widely used promotional strategy all over the world, and there is empirical evidence that the Sri Lankan paint industry is also using sports sponsorships. Therefore, this study examines the impact ...
The Impact of Private Label Characteristics on Purchase Intention of Private Label FMCG Products in Sri Lankan Supermarkets: A Study of the Mediating Effect of Supermarket Brand Loyalty

Norman, N.; Wijenayake, S. I. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

In recent years, the global retail industry has witnessed a significant transformation in consumer behaviour and preferences, leading to an increased demand for Private Label Products (PLP). The Sri Lankan supermarket ...
The Impact of Customer Experience Management on Customer Loyalty in the Banking Industry in Sri Lanka

Gunarathna, M. H. P. S.; Wijenayake, S. I. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

This research examines the relationship between customer experience management (CEM) practices and customer loyalty in the context of the Sri Lankan banking sector. As the financial services sector becomes increasingly ...
Impact of Social Media Influencers’ Attributes on Buying Intention in the Beauty Care Industry: Special Reference to Z Generation in Sri Lanka

Fernando, W. D. N.; Wijenayake, S. I. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

In the dynamic landscape of Sri Lanka's beauty care business, this research focuses on unraveling the relationship between the features of social media influencers and consumer purchase intentions, particularly among the ...
Impact of Experiential Marketing on Customer Satisfaction: Special Reference to Restaurant Sector in Sri Lanka

Sandaruwan, K. M. H. M.; Wijenayake, S. I. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

This research aims to investigate the impact of experiential marketing on customer satisfaction, with special reference to the restaurant sector in Sri Lanka. Delivering valuable and unforgettable experiences to customers ...
Impact of Experiential Marketing on Brand Loyalty with the Mediating Effect of Customer Satisfaction: Special Reference to The Hotel and Hospitality Industry in Sri Lanka

Jeewantha, M. M.; Wijenayake, S. I. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

The hospitality sector in Sri Lanka stands as a cornerstone of the country's economic landscape, with the hotel sector playing a pivotal role within this dynamic industry. However, the challenge of establishing a loyal ...
Impact of Brand Image on Customer Retention with the Mediating Effect of Customer Satisfaction: Special Reference to Sri Lankan Telecommunication Industry

Prabodya, H. G. K.; Wijenayake, S. I. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

The telecommunications industry is one of the main economic contributors of any country with the internet penetration and advancement of communication technologies. This industry has grown at an accelerated rate, and ...
To Switch Or Not – The Role of Brand Hate and Protest Behavior on Consumer Switching Behavior: The Case of Sri Lankan Mobile Telecommunication Industry

Vidyanjalee, K. A. D. S. A.; Patabendige, S. S. J. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

Brand hate, which refers to intensely negative feelings that customers have toward a brand, can have serious repercussions for the company, especially in the mobile telecommunication industry where switching costs are ...

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