BA (Hons) Business Management

Perceived Value & customer Attitude of Millennials on Customer Purchase Intention toward Second-hand Clothing in Colombo District.

Wed, 01 Jan 2025 00:00:00 GMT

Perceived Value & customer Attitude of Millennials on Customer Purchase Intention toward Second-hand Clothing in Colombo District. Perera, Kanadawalage The purpose of this study is to investigate the influence of perceived value and Consumer attitude on customer purchase intention toward second-hand clothing among millennials in the Colombo District. The independent variable, mediator variable ,and dependent variables’ various dimensions and theoretical perspectives were investigated using relevant theories and frameworks adopting positivism philosophy and deductive approach have done the hypothesis test. All the data were collected through a structured questionnaire, resulting in 301 valid responses to ensure research positivism and reliability. This quantitative analysis has analyzed using SPSS (version 23) software, including reliability, normality test, correlation analysis, regression analysis, and hypothesis test. The Sobel’s Test was supported to mediation analysis. Attitudes significantly mediate the relationship between perceived value and purchase intention.

Motivation, Organizational Culture and Work Performance: The mediating Role of Organizational Citizenship Behaviour among private sector employees in Sri Lanka

Wed, 01 Jan 2025 00:00:00 GMT

Motivation, Organizational Culture and Work Performance: The mediating Role of Organizational Citizenship Behaviour among private sector employees in Sri Lanka Haputhanthiri, Chamaru This study examines the impact of motivation and organizational culture on employee work performance within Sri Lanka’s private corporate sector, highlighting the mediating role of Organizational Citizenship Behaviour (OCB). Grounded in Herzberg’s Two-Factor Theory, Schein’s Organizational Culture Model, and the Individual Work Performance Framework, the research explores how intrinsic and extrinsic motivational factors and cultural dynamics drive performance outcomes through discretionary employee behaviours. A positivist, deductive research design was adopted, utilizing a quantitative mono method. Data were gathered via a structured questionnaire from 401 private sector employees based in Galle, Sri Lanka. SPSS version 30 was used for statistical analysis. Reliability and validity were confirmed through Cronbach’s Alpha, the Kaiser-Meyer-Olkin (KMO) measure, and Bartlett’s test of sphericity. The results of correlation and regression analyses demonstrated strong positive relationships among motivation, organizational culture, OCB, and work performance, with motivation showing the strongest direct influence. Sobel tests confirmed that OCB significantly mediates the relationship between motivation and work performance (z = 8.71, p < .001) and between organizational culture and work performance (z = 11.09, p < .001). The regression model explained 83.3% of the variance in work performance (R² = .833). The findings emphasize that fostering employee motivation and a positive organizational culture—while encouraging citizenship behaviours—can significantly boost performance outcomes. Practical implications are offered for organizational leaders to design HR strategies that nurture motivation, align cultural values, and strengthen voluntary employee engagement. This study enriches the limited body of empirical research focused on Sri Lanka’s private sector workforce. Keywords: Motivation, Organizational Culture, Organizational Citizenship Behaviour, Work Performance

The impact of sensory branding on consumer impulsive buying behaviour in branded fashion retail stores : The mediating effect of arousal

Wed, 01 Jan 2025 00:00:00 GMT

The impact of sensory branding on consumer impulsive buying behaviour in branded fashion retail stores : The mediating effect of arousal Soysa, Ramin This research investigates the influence of sensory branding on consumer impulsive buying behaviour within Sri Lanka’s branded fashion retail sector, with a specific focus on the mediating role of arousal. Drawing on the Stimulus-Organism-Response (S-O-R) model, the study conceptualises sensory branding across four dimensions: visual, sound, smell, and touch. The theoretical framework integrates established models including Krishna’s Sensory Branding Model and Hultén’s Sensory Marketing Model, supporting the hypothesis that sensory stimuli can provoke emotional arousal, thereby prompting impulsive purchasing decisions. A deductive, positivist approach was adopted, using a quantitative mono method. Data were collected through a structured questionnaire distributed among 403 respondents aged 18–34. Statistical analysis was conducted using SPSS version 30. Reliability and validity of constructs were confirmed using Cronbach’s Alpha, KMO, and Bartlett’s tests. Correlation and regression analyses revealed significant positive relationships between sensory branding elements and impulsive buying behaviour, with smell and touch having the strongest influence. Arousal was confirmed as a significant mediating variable through Sobel testing (z = 2.65, p = 0.0079). Multiple regression analysis showed that all variables collectively accounted for 64.4% of the variance in impulsive buying, with arousal having the highest individual beta coefficient (β = .535). The findings confirm that emotional responses to sensory cues significantly shape impulsive buying tendencies. Practical recommendations are proposed for retailers to enhance in-store sensory experiences—particularly scent and tactile cues—to foster arousal and increase unplanned purchases. The study contributes to limited local literature by offering an empirical model tailored to Sri Lanka’s retail context, addressing a key research gap and supporting strategic retail design.

The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study

Wed, 01 Jan 2025 00:00:00 GMT

The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study Abeyrathna, Omanja In the highly competitive dairy beverage market, brand loyalty plays a vital role in ensuring business sustainability and long-term profitability. This study examines the influence of brand image and brand personality on brand loyalty, with brand trust acting as a mediating variable, within the context of WAM flavored milk products. As consumer purchasing decisions are increasingly shaped by perceptions and emotional connections with brands, understanding the mechanisms that drive loyalty has become essential for firms seeking to retain customers and strengthen market position. Using a quantitative research approach, data were collected from consumers who have prior experience with WAM flavored milk products through a structured questionnaire. The proposed conceptual model was tested using statistical analysis to examine both direct and indirect relationships among the study variables. The findings indicate that brand image and brand personality have a significant positive effect on brand loyalty. Additionally, both variables significantly influence brand trust, which in turn enhances brand loyalty. The mediation analysis reveals that brand trust partially mediates the relationship between brand image and brand loyalty, as well as between brand personality and brand loyalty. These results highlight the importance of building a strong and favorable brand image, along with a distinctive brand personality, to foster consumer trust and encourage repeat purchasing behavior. From a managerial perspective, the study suggests that WAM flavored milk should focus on trust-building strategies and consistent brand positioning to strengthen customer loyalty, reduce competitive pressure, and increase positive word-of-mouth. The study contributes to branding literature by providing empirical evidence from the dairy product sector and offers practical insights for brand managers aiming to achieve sustainable competitive advantage.