Information Resources on Marketing Managementhttp://dr.lib.sjp.ac.lk/handle/123456789/27522023-12-22T10:31:26Z2023-12-22T10:31:26ZGen Y consumers’ brand loyalty: a brand romance perspectiveRathnayake, D.Thttp://dr.lib.sjp.ac.lk/handle/123456789/94262021-08-02T04:09:32Z2021-01-01T00:00:00ZGen Y consumers’ brand loyalty: a brand romance perspective
Rathnayake, D.T
Purpose – As Generation Y is considered to be a lucrative segment for emerging devices, this study
investigates the effect of emotional brand attachment, from the brand romance perspective, on brand loyalty of
Generation Y smartphone users. Furthermore, this study examines gender differences in the same relationship.
Design/methodology/approach – The study adopted a cross-sectional survey method and data was
collected from 300 respondents. Data was analyzed using the structural equation modelling (SEM) approach
and multi-group analysis was performed to examine gender differences in the model.
Findings – Results revealed that all three aspects of brand romance (pleasure, arousal and dominance) have a
positive impact on smartphone brand loyalty. It further denotes that the relationship between brand romance
and brand loyalty differs from males to females.
Originality/value – This study makes a significant contribution by examining emotional attachment and
brand loyalty of Generation Y consumers, which has been less investigated. Furthermore, both attitudinal and
behavioral brand loyalty has been considered in this study, which has largely been overlooked in similar
studies. Examining the gender difference in the above relationship is an additional contribution.
2021-01-01T00:00:00ZEnabling vulnerable populations: insights from the experiences of functionally illiterate consumersJayasundara, S.KSiriwardana, SJayawickrama, W.D.Chttp://dr.lib.sjp.ac.lk/handle/123456789/91062020-09-30T10:05:06Z2020-01-01T00:00:00ZEnabling vulnerable populations: insights from the experiences of functionally illiterate consumers
Jayasundara, S.K; Siriwardana, S; Jayawickrama, W.D.C
understanding of their behavioural reactions in different social contexts. To this end, the present study
focuses on individuals who become vulnerable owing to their functional illiteracy in an “English”-dominant
marketplace. Thus, the purpose of this study is to understand the sources of stress as perceived by
functionally illiterate individuals and the mechanisms adopted by them to manage such stress when making
“high-involvement” product purchases. Insights gained from the study would be beneficial for developing
efficacious support programs for vulnerable populations.
Design/methodology/approach - In-depth interviews were conducted with 25 bottom-of*the*
pyramid individuals living in slums and housing schemes located in and around Colombo, the capital
city of Sri Lanka.
Findings - Two sources of perceived stress and five coping strategies were derived from the thematic
analysis of the data. Participants highlighted the sources of their perceived stress as possible loss of resources
and possible loss of self-esteem. Further, the participants were found to adopt several mechanisms to cope
with the state of their stress and vulnerability experienced within English-dominant shopping environments,
namely, seeking help from salespeople, continuing to shop at the same store, shopping with companions,
“convenience purchasing” and buying only well-known brands.
Originality/value - These insights into the vulnerability, stress and coping mechanisms as experienced
by functionally illiterate consumers will allow for the design of efficacious interventions to empower
vulnerable populations.
2020-01-01T00:00:00ZAntecedents of brand loyalty of sportswear brands among young consumers in sri lankaJayarathne, P.G.S.A.http://dr.lib.sjp.ac.lk/handle/123456789/84892019-11-19T04:32:03Z2019-08-01T00:00:00ZAntecedents of brand loyalty of sportswear brands among young consumers in sri lanka
Jayarathne, P.G.S.A.
The current intense competition in the industry where sportswear products are available is a great challenge to organizations to build long term relationships with their customers. Therefore it is important for the key market players to identify and evaluate the degree of brand loyalty in sportswear and the antecedents of being brand loyal to such brands in order to face the fierce competition. In fact young consumers all over the globe are more attracted to sports brands in the world. Thus, the aim of the research is to examine the Antecedents of brand loyalty of sportswear brands among the young consumers in Sri Lanka. The survey method is used with 251 structured questionnaires collected from young consumers in the Western Province of Sri Lanka. The respondents are selected through the judgmental sampling technique. Both descriptive and inferential statistics are used for the analysis. Findings revealed that there is a high brand loyalty for sport brands among young consumers in Sri Lanka and brand name, product quality, style, price, promotion, habit and store environment are the antecedents for brand loyalty. Companies in the fashion and shoes industry can invest on sports brands as there is a high tendency for the same from the young generation in Sri Lanka. Further, companies in the fashion industry should place more focus on brand, quality, style, price, promotion, store environment and inculcate the habit of purchasing the sports brands in their business and marketing strategies.
2019-08-01T00:00:00ZImpact of Destination Image and Satisfaction on Word of Mouth Communication of Tourists in Sri LankaJayarathne, P.G.S.A.http://dr.lib.sjp.ac.lk/handle/123456789/84882019-11-06T06:01:20Z2018-10-02T00:00:00ZImpact of Destination Image and Satisfaction on Word of Mouth Communication of Tourists in Sri Lanka
Jayarathne, P.G.S.A.
Word of mouth communication, country image and destination satisfaction have been identified
as significant aspects in tourist industry today more than any other time as tourists make reviews
on internet based on such reviews influence the prospective tourists’ behaviour. Although scholars
have scrutinized in this area they are mainly limited to developed countries reflecting a gap in the
literature to explore the insights in the developing countries context. Addressing such gap in the
literature, this study aims to examine the impact of country image and destination satisfaction of
tourists on their word of mouth communication in Sri Lanka. A survey is carried out with 354
tourists in Sri Lanka. The result uncovers that the destination satisfaction fully mediates the
relationship between country image and word of mouth communication of tourists in Sri Lanka.
Finally, the paper makes important implications and suggestions for practitioners as well as for
academics in the field of tourism.
2018-10-02T00:00:00Z