Asian Journal of Marketing Management <p><strong>Asian Journal of Marketing Management</strong><br />Asian Journal of Marketing Management is a bi-annual peer-reviewed scholarly journal in the marketing discipline that focuses on current critical substantive issues in marketing and management in the Asian context.</p> <p><br /><strong>Scope</strong><br />It accepts the diverse range of scholarly papers with a broad scope in the marketing discipline and expects to bridge the gap between theory and practice. Scope of the journal covers: consumer behaviour, services marketing, product and brand management, sales management and retailing, sustainability in marketing, methodology, and meta-theory of marketing research, international marketing, technology and innovation in marketing, distribution and marketing networks, and marketing analytics.</p> <p><br />The journal accepts conceptual papers, empirical papers, review papers, action research-based papers, and papers with innovative methodologies from the Asian context.</p> <p><br /><strong>Publication Frequency</strong><br />Bi-annually</p> <p><br /><strong>Name of the Publisher</strong><br />Department of Marketing Management<br />Faculty of Management Studies and Commerce<br />University of Sri Jayewardenepura<br /><br /><strong>ISSN:</strong><br />2820-2031 (Printed)<br />2820-2082 (Online)</p> en-US Fri, 15 Jul 2022 00:00:00 +0530 OJS 60 Generation gap, gender and shopping enjoyment of shopping mall visitors in western province Sri Lanka <p><strong>Purpose</strong>: <em>Going shopping is a major source of relaxation as well as a daily household chore. However, shopping enjoyment is a burgeoning and rather novel concept, and thus, there is a lack of studies within the cohort, especially with regard to the comparison of the shopping experiences of different generations. This paper explores the nature of shopping enjoyment and measures the impact of the generation gap and gender on visitors’ shopping enjoyment in shopping malls, which records a thriving interest. </em></p> <p><strong>Design/methodology/approach</strong>: <em>In a qualitative survey deploying a convenience sample, 379 usable responses were collected through a self-administered questionnaire from shopping mall visitors in the Western Province of Sri Lanka. Data were analyzed using SPSS (21.0).</em></p> <p><strong>Findings:</strong> <em>Findings of the study indicated that all four generations considered the atmosphere and the environment to be the most important dimensions. Empirical evidence further suggested that Generation Z and Y have the highest enjoyment in their shopping journey within malls compared to other generations, confirming that youth shoppers are the emerging target group for such businesses. Interestingly, it evidenced that shopping is not remaining as a gendered activity anymore, since it is pleasurable for both females and males. </em></p> <p><strong>Originality:</strong> <em>This paper makes a significant contribution to the field by studying shopping enjoyment as a multi-dimensional construct in relation to four generations while being the first such attempt at studying this phenomenon.</em></p> <p><strong>Implications</strong>: <em>Findings are useful for retailers to identify target customers and lucrative markets. Further, shopping malls are required to design to provide more experiences and engagements to customers as a space for pleasure, enjoyment, and entertainment.</em></p> <p>&nbsp;</p> T. P. Bandara, U. K. Thalgaspitiya, W. N. Hettiarachchi Copyright (c) 2022 Asian Journal of Marketing Management Fri, 15 Jul 2022 00:00:00 +0530 Attributes of loyalty card programme membership and their influence on customers’ behavioural and attitudinal loyalty: a case of fashion retailing in the Sri Lankan context <p><strong>Purpose</strong>: <em>Loyalty card programmes are commonly used by fashion retailers with the intention of building customer loyalty and increasing the efficiency and effectiveness of company financial performance. The purpose of this paper is to study whether customer loyalty depends on the loyalty membership, number of loyalty cards and gender. These questions remained unanswered as the past studies showed mixed results and even very few studies have been carried out in Sri Lanka on this topic. </em></p> <p><strong>Design/methodology/approach</strong>: <em>The study critically analyses the influence of loyalty card programs under three aspects; the loyalty program membership, the number of loyalty cards available, and the gender of the cardholders to find out if there is any loyalty difference between male and female customers. 250 fashion retail customers within the Western Province of Sri Lanka were conveniently selected for the sample. All hypotheses were tested using an independent sample t- test. </em></p> <p><strong>Findings:</strong> <em>The findings show that a loyalty difference exists between the customer being a member of a loyalty card programme and a non-member whereas no difference is shown in terms of the number of cards a customer holds and the customer’s gender. </em></p> <p><strong>Originality:</strong> <em>The study fills the existing gaps of knowledge and arrives at a proper conclusion on the influence of loyalty card programme membership on both behavioural and attitudinal loyalty in fashion retailing in the South Asian context whereas the majority of the studies have focused on grocery retailing (Liu, 2007and influence on behavioural loyalty aspect only&nbsp;(Ha, 2007).</em></p> <p><strong>Implications</strong>: <em>The loyalty programmes can be identified as a means of building customer loyalty. It brings other benefits for retailers such as providing opportunities for personalization and aiding in decision-making encouraging to invest on such programmes. </em><em>While the present study fills the gap of knowledge regarding the attributes of loyalty programs and gender to some extent it still offers a lot of potential for future research.&nbsp; </em></p> W.S.H. Fernando, B.N.F. Warnakulasooriya Copyright (c) 2022 Asian Journal of Marketing Management Tue, 26 Jul 2022 00:00:00 +0530 Determinants of Green Electronic Devices Purchasing Decisions: with Special Reference to Young, Educated Consumers in Sri Lanka <p><strong>Purpose</strong>: <em>This research is to examine the </em><em>determinants of green electronic purchasing decisions of young, educated consumers in Sri Lanka. </em></p> <p><strong>Design/methodology/approach</strong>: <em>This novel study is a conclusive research and deductive methodology was deployed as the study approach. Primary data were collected from 200 university students living in Southern Province in Sri Lanka based on convenient sampling method through a 23-item self-administered questionnaire.&nbsp; After feeding data into SPSS 25.0, data were analysed using several statistical tools.&nbsp; In here, Multiple Regression analysis was used to measure the impact of each of the key determinant on green electronic purchasing decisions of young, educated consumers. </em></p> <p><strong>Findings:</strong> <em>Results indicated that there is a statistically significant impact of four determinants namely, Environmental Concern, Supporting Environmental Protection, Social Influence and Environmental Friendliness of Businesses, on young, educated consumers’ green electronic purchasing decisions in Southern Province, Sri Lanka. Among the four, Environmental Concern is the strongest determinant of purchasing decisions of green household electronics.&nbsp; </em></p> <p><strong>Originality:</strong> <em>This study contributes to the existing debates on green product purchasing decisions of young consumers.&nbsp; Although, number of studies are available on green purchasing decisions </em><em>among young consumers,</em><em> the determinants of green electronic purchasing decisions of young, educated consumers are not well documented both in Sri Lankan as well as in international contexts.&nbsp; So, findings of the present study fulfilled that current knowledge gap.</em></p> <p><strong>Implications</strong>: <em>The current study provides good insights for both practitioners and theoreticians who want to identify the young consumers as environmentally conscious individuals.</em><em> The paper concludes that marketing professionals need to relate green electronic devices with functional, emotional and experiential needs of consumers. </em></p> <p><strong>Keywords: </strong><em>Young Educated Consumers, Green Electronic Devices, Determinants of Green Consumption, Southern Province, Sri Lanka.</em></p> I.D.K. Ranganath , G.P.K. Nishadi Copyright (c) 2022 Asian Journal of Marketing Management Tue, 26 Jul 2022 00:00:00 +0530 The Impact of Offline Shopping Safety Practices on Consumer Buying Behavior during the COVID Pandemic Situation in Sri Lanka <p><strong>Purpose</strong>: <em>The Sri Lankan government announced countrywide travel restrictions during the month of June 2021.The current research aims to investigate the offline shopping safety practices i.e., safety measures, hygiene practices, physical distancing, on purchase intention during the pandemic situation.</em></p> <p><strong>Design/methodology/approach</strong>: <em>One hundred and ninety users of offline shopping in the Kalutara District, Sri Lanka were polled to learn more about the elements that influence their purchasing intentions.</em></p> <p><strong>Findings:</strong> <em>The results reveal that offline shopping safety practices have a considerable and beneficial impact on users’ purchase intentions. Physical distancing being the most important influencing buy intention, this is the biggest impact on purchase intention.</em></p> <p><strong>Originality:</strong> <em>Contributes to current knowledge-related offline shopping buying behavior in offline retail formats, and aids marketers in focusing on purchase intention as a strategic action for decreasing cart abandonment during the COVID pandemic situation to protect customers from COVID-19.</em></p> <p><strong>Implications</strong>: <em>This research supports in the comprehension of new patterns in Sri Lankan Offline buying behavior during the COVID pandemic situation. Prior studies have also looked into the effects of offline shopping safety practices on consumer buying behavior; however, there has been little research into the impact of offline shopping safety practices on purchase intention. The current work aims to fill these research gaps.</em></p> R.K. Kasunthika Copyright (c) 2022 Asian Journal of Marketing Management Tue, 26 Jul 2022 00:00:00 +0530 The Impact of Facebook Marketing on Customer-Based Brand Equity and Purchase Intention on Fashionwear Retail Industry in Sri Lanka <p><strong>Purpose</strong><em> –This study focuses on examining the impact of Facebook marketing components on customer-based brand equity (CBBE) and purchase intention (PI).&nbsp; </em></p> <p><strong>Design/methodology/approach</strong> – <em>A conceptual model was developed based on the literature and related hypotheses were tested based on the responses of 390 Facebook (FB) fans of four leading fashion-wear retailers in Sri Lanka who have been selected on a random basis. The data was collected using an online survey and analyzed using the structural equation modeling. </em></p> <p><strong>Findings</strong>- <em>The results indicate that Facebook marketing has a strong impact on customer-based brand equity. The items entertainment, reputation and relationship remain for Facebook marketing construct to test its impact on customer-based brand equity. This finding helps to recognize the role of Facebook marketing from the strategic point of view, confirming its significant contribution in taking a brand to the next level. Furthermore, the direct impact of Facebook marketing on purchase intention was not significant and customer-based brand equity fully mediates the relationship between Facebook marketing and purchase intention.</em></p> <p><strong>Originality</strong> –<em>This research applies the Honeycomb model which is a rarely used model to identify the components of Facebook marketing. Hence, this can be identified as one of first this kind of research in Sri Lanka. Further, this study address Fashion-wear retail industry which another important but understudied sector in Sri Lanka.</em></p> <p><strong>Implications </strong>– <em>This article connects the consumers’ opinion on Facebook marketing. The findings of Facebook marketing on taking brand equity into next level will be useful for decision making in business organizations. The effective use of social media will reduce the promotional expenses. Further, the application of Honeycomb model shows the appropriate</em> <em>criteria for Facebook marketing and fill the gap of the unavailability of criteria for social marketing evaluation.</em></p> N. Jayasuriya Copyright (c) 2022 Asian Journal of Marketing Management Tue, 26 Jul 2022 00:00:00 +0530 Objectification of women in advertising in Sri Lanka <p><strong>Purpose</strong>: <em>The purpose of this study is to explore the perception of Sri Lankan female consumers towards the objectification of women in advertising and what are their ideas about brands that practice objectification.</em></p> <p><strong>Design/methodology/approach</strong>: <em>The study follows an inductive approach and applies a qualitative research design. Semi-structured interviews were used for data collection.</em></p> <p><strong>Findings:</strong> <em>Findings have shown that Sri Lankan female consumers perceive the objectification of women in advertising as “a practice of portraying women in advertisements in a way that their social and personal value as women is undermined”. Even though there is a negative brand image, people still tend to purchase the product if it provides substantial value for their money.</em></p> <p><strong>Originality:</strong> <em>Previous findings on the use of female sexual objectification in advertising have been mixed and inconsistent. A social shift in society, with the presence of sexually objectifying advertisements, has created a need to understand consumer attitudes towards brands that make use of these advertisements in the current landscape in Sri Lanka.</em></p> <p><strong>Implications</strong>: <em>The study informs policymakers on how to implement appropriate policies and strategies to deal with panic buying situations. Retailers can use this expertise to effectively address the various demand conditions without disrupting their internal business practices.</em></p> V.V. Gamlath , M. A. A. Malkanthie Copyright (c) 2022 Asian Journal of Marketing Management Tue, 26 Jul 2022 00:00:00 +0530