Celebrity Endorsement and Brand Credibility in the Carbonated Soft Drink Industry in Sri Lanka

This study aims to assess the degree of celebrity endorsement and brand credibility in the carbonated soft drink industry in Sri Lanka. Questionnaires were used to collect the data from youth educated consumers of Sri Lankan Universities. Unidimensionality, reliability and validity assessments were performed to confirm scale reliability and validity, whereas one sample t-test was conducted to test hypotheses using 338 responses. The results revealed that the degree of celebrity endorsement and brand credibility were at low levels in the carbonated soft drink industry in Sri Lanka, especially among youth educated consumers. The findings of this empirical study can be effectively utilized by marketing managers in the carbonated soft drink industry in Sri Lanka, in their effort to develop and implement successful and strong celebrity endorsement and brand credibility related strategies.

Download Full-text

Impact of Celebrity Endorsement and Health Consciousness on Brand Equity in the Carbonated Soft Drink Industry in Sri Lanka

10.31357/fmscmst.2015.00259 ◽

2015 ◽

Author(s):

V. Thusyanthy,

Keyword(s):

Sri Lanka ◽

Brand Equity ◽

Soft Drink ◽

Celebrity Endorsement ◽

Health Consciousness

Download Full-text

Adaptation and Validation of the Tamil (Sri Lanka) Version ofthe Montreal Cognitive Assessment

Kesmas National Public Health Journal ◽

10.21109/kesmas.v15i2.3268 ◽

2020 ◽

Vol 15 (2) ◽

Author(s):

Pethirupillai Amal Dinesh Coonghe ◽

Pushpa Fonseka ◽

Sampasivamoorthy Sivayogan ◽

Ajantha Keshavaraj ◽

Rahul Malhotra ◽

...

Keyword(s):

Older Adults ◽

Sri Lanka ◽

Sensitivity And Specificity ◽

Cognitive Assessment ◽

Characteristic Curve ◽

Reliability And Validity ◽

Montreal Cognitive Assessment ◽

Sri Lankan ◽

Specific Content ◽

Normal Cognition

The study aimed to develop the Tamil (Sri Lanka) version of the Montreal Cognitive Assessment (MoCA) and investigate its reliability and validity as a briefscreening tool for mild cognitive impairment (MCI). Tamil-speaking Sri Lankan elderly with normal cognition and MCI were recruited from a neurology clinic.Adaptation of the English MoCA to the Tamil (Sri Lanka) involved context-specific content modification and translation. The content validity, reliability, sensitivity,and specificity of the tool were evaluated. Study participants were 184 older adults, comprising 85 with normal cognition and 99 neurologist-diagnosed MCI.The tool had high internal consistency (Cronbach's alpha = 0.83). Receiver operating characteristic curve analyses showed an area under the curve of 0.87(95% CI = 0.83 - 0.91) for detecting MCI. The optimal cut-off score for detection of MCI was 23/24, yielded a sensitivity and specificity of 84.7% and 76.4%,respectively. The Tamil (Sri Lankan) version of the MoCA maintains its core diagnostic properties rendering it a valid and reliable tool for screening of MCIamong Tamil speaking Sri Lankan older adults.

Download Full-text

Develop the recruitment criteria for professionalisation of politicians: a focus to group study

Journal of Global Responsibility ◽

10.1108/jgr-02-2017-0012 ◽

2017 ◽

Vol 8 (2) ◽

pp. 244-260

Author(s):

Wijayantha Ukwatta

Keyword(s):

Sri Lanka ◽

Sri Lankan ◽

Analysis Method ◽

Political Practice ◽

Group Discussions ◽

Content Type ◽

Political Recruitment ◽

Low Levels ◽

Practice Methods ◽

Political Professionalization

Purpose The purpose of this study is to identify the fundamental elements necessary for formulating criteria to be used when recruiting politicians into the Sri Lankan political system with a view to professionalization. By means of a thorough examination of political practice issues, the paper focuses on the possibility of introducing the concept of political professionalization and endeavors to determine the prerequisite conditions needed to resolve or minimize those issues. Design/methodology/approach A total of 27 respondents: academics, clergy and journalists were purposively selected for this study and they were divided into three groups to enable data collection through focus group discussions. A thematic analysis method was used to analyze the data. Findings The main political practice problems were bribery and corruption, the misuse of state resources by politicians, the involvement of family in politics, and unscrupulous and unethical political campaigning. The majority of respondents cited greed for political power, low levels of education and an inadequate understanding of the parliamentary process as the leading factors which cause problems to arise in politics as practiced in Sri Lanka. The analysis revealed three main themes: “knowledge”, “skills” and “values”. Respondents recommended policy initiatives for political recruitment. Originality/value The findings suggested that the professionalization of political practice should be promoted by introducing knowledge C skills and values as criteria for political recruitment. And it also suggested that the introduction of professional political practice methods is vitally necessary to reduce political practice issues in the current political scenario of Sri Lanka.

Download Full-text

The Role of Music and Allied Arts in Public Writings on Cultural Diversity: “People of Sri Lanka”

ASIAN-EUROPEAN MUSIC RESEARCH JOURNAL ◽

10.30819/aemr.6-7 ◽

2020 ◽

Vol 6 ◽

pp. 93-100

Author(s):

Gisa Jähnichen

Keyword(s):

Sri Lanka ◽

Cultural Diversity ◽

South Asia ◽

Case Studies ◽

Sri Lankan ◽

Culturally Different ◽

The World ◽

Official Languages ◽

The Way

The Sri Lankan Ministry of National Coexistence, Dialogue, and Official Languages published the work “People of Sri Lanka” in 2017. In this comprehensive publication, 21 invited Sri Lankan scholars introduced 19 different people’s groups to public readers in English, mainly targeted at a growing number of foreign visitors in need of understanding the cultural diversity Sri Lanka has to offer. This paper will observe the presentation of these different groups of people, the role music and allied arts play in this context. Considering the non-scholarly design of the publication, a discussion of the role of music and allied arts has to be supplemented through additional analyses based on sources mentioned by the 21 participating scholars and their fragmented application of available knowledge. In result, this paper might help improve the way facts about groups of people, the way of grouping people, and the way of presenting these groupings are displayed to the world beyond South Asia. This fieldwork and literature guided investigation should also lead to suggestions for ethical principles in teaching and presenting of culturally different music practices within Sri Lanka, thus adding an example for other case studies.

Download Full-text