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8th-2024
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Recent submissions

8th-2024: Recent submissions

Now showing items 41-60 of 96

Social Media Content Types and Brand Attachment: A Comparative Study on Gen Z and Millennials Instagram Users

Ranaweera, P. W. C. P.; Patabendige, S. S. J. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

This comparative study explores the nuances of brand attachment dynamics within the distinct cohorts of Millennials and Generation Z, acknowledging the pivotal role of Instagram as a platform for brand interaction. Guided ...
Product Placement, Consumer Purchasing Intention and Mediating Effect of Brand Awareness: A Closer Look at Realities of Reality Shows

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

Reality TV has become a ubiquitous and significant platform for content distribution in the changing environment of television programming. This research analysed the subtle dynamics of product placement in reality television ...
Impact of Relationship Marketing on Customer Loyalty in State Sector Commercial Banks in Sri Lanka

Madusanka, B. T.; Patabendige, S. S. J. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

Relationship marketing is designed to foster customer loyalty, interaction, and long-term engagement. It focuses on customer satisfaction and the provision of value over time rather than individual transactions. However, ...
Impact of Green Marketing Mix towards Consumer Green Purchase Intention: Investigating the Moderating Effect of Economic Crisis

Siriwardhana, A. W. G. D. H.; Patabendige, S. S. J. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

It is now a critical necessity for businesses to adapt green marketing strategies amidst evolving consumer preferences and increased global environmental consciousness. This study focuses on the intricate connection between ...
Factors Affecting Consumer Acceptance towards Omnichannel Market: A Case of Sri Lankan Supermarket Sector

Ilukwaththa, I. P. I. S.; Patabendige, S. S. J. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

The advent of omni-channel retailing represents a paradigm shift in the consumer experience, aiming to integrate online and offline channels to deliver a cohesive customer journey. This research explores the determinants ...
The Impact on Trust, Commitment, and Conflict Handling towards Customer Loyalty in the Life Insurance Industry in Sri Lanka

Ariyarathna, G. W. C.; Medis, L. A. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

The primary objective of this research is to compare the influence of trust, commitment, and conflict handling on customer loyalty through the mediating role of customer relationship management (CRM) in the life insurance ...
The Impact of Social Media Marketing on Consumer Purchase Intention on Franchised Fast-Food Industry in Western Province, Sri Lanka with the Mediating Effect of Brand Trust

Wimalajeewa, G. L.; Medis, L. A. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

Technology plays a major role in the present era, as technology has been updating day by day. Accordingly, social media plays a key role in the technological era as one of the major online communication platforms. The ...
The Impact of the Effectiveness of Customer Loyalty Programs in Increasing Customer Retention and Repeat Purchases with a Mediating Effect on Customer Satisfaction, with Special Reference to Modern Trades in the Western Province

Hansika, H. S.; Medis, L. A. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

This study investigates the nuanced interplay between customer loyalty programs, customer satisfaction, and corporate brand identity in contemporary Sri Lankan trade. Employing a positive research philosophy and deductive ...
The Impact of the Brand Image on the Consumer Buying Behaviour of Generation Z with Special Reference to the Clothing Sector: A Comparative Study between Males and Females of Sri Lanka

Gunawardana, W. D. S. R.; Medis, L. A. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

This study aims to examine the impact of brand image on Generation Z's consumer buying behaviour in the clothing sector in Sri Lanka. The data were collected using a structured questionnaire. The regression and correlation ...
The Impact of Facebook Usage on Brand Awareness with Special Reference to Retail Apparel Industry in Sri Lanka

Sewwandi, M. H. N.; Medis, L. A. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

The purpose of this research study is to examine the impact of using Facebook as a social media tool on brand awareness, with special reference to the apparel industry in Sri Lanka. With the increasing importance of social ...
The Analysis of Physical Environment on Customer Revisit Intention through Customer Satisfaction with Special Reference to the Eco Lodges in Sri Lanka

Fernando, J. F. S. P.; Medis, L. A. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

This research is carried out to investigate the impact of the physical environment on customer revisit intention and the mediating effect of customer satisfaction, with special reference to the eco-lodges industry in Sri ...
Impact of Retail Store Atmosphere on Customer Purchase Intention: Special Reference to Supermarkets in Kurunegala Urban Area

Karunaratne, K. P. D. S. D.; Medis, L. A. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

This study aims to investigate the impact of store atmosphere on consumer purchasing intentions in the supermarket industry in the Kurunegala urban area. Four contributing factors to the store atmosphere are being identified: ...
Impact of Emotional Appeal Advertising on Consumer Purchase Intention with Special Reference to FMCG Industry in Sri Lanka

Jayasinghe, N. A. N. D. S.; Medis, L. A. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

The vibrant Fast-Moving Consumer Goods (FMCG) sector in Sri Lanka thrives on understanding consumer psychology. The main objective of this study was to investigate the impact of emotional appeal advertising on consumer ...
Impact of Corporate Social Responsibility on Customer Loyalty with Special Reference to Licensed Commercial Banks in Sri Lanka: Mediate Effect of Customer Satisfaction

Sandamini, M. G. G. L.; Medis, L. A. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

This research investigates the impact of corporate social responsibility (CSR) on customer loyalty within the banking industry, focusing on the effectiveness of CSR initiatives. The study assesses the degree of customer ...
The Role of Sensory Marketing on Brand Loyalty: Examining the Mediating Effect of Consumer Brand Experience with Special Reference to Coffee Shops in Colombo, Sri Lanka

Karunarathne, I. G. S. G. I.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

The emerging coffee shop culture in Sri Lanka over the past five years, especially in Colombo, emphasises the crucial role of sensory branding in building brand loyalty. Focusing on modern coffee chains in a saturated ...
The Influence of User Generated Content on Consumer Resonance and Online Purchasing Intention for Clothing Brands among Young Consumers in Sri Lanka

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

Modern business organisations heavily depend on online marketing strategies to create effective customer engagement. Meanwhile, today’s customers heavily use social media applications to search for and even purchase brands ...
The Influence of Store Atmosphere on Impulsive Buying Behaviour with Special Reference to Modern Trade Outlets in Western Province: Mediating Effect on Consumer Emotions

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

The study focused on the impact of store atmosphere on impulsive buying behaviour in modern trade outlets in the Western province of Sri Lanka. It also explored the mediating role of consumer emotions in this relationship, ...
The Influence of Social Media Marketing Activities on Brand Loyalty with the Mediating Effect of Consumer Engagement with Special Reference to Skin Care Brands in Western Province of Sri Lanka

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

The influence of social media marketing activities on brand loyalty with the mediating effect of consumer engagement still needs to be filled up with skin care brands in the western province of Sri Lanka. Thus, this study ...
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 ...
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 ...

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