Celebrity Endorsement (CE) strategy can be an effective competitive measure to differentiate a firm’s products from that of its competitors. However, there is a serious lack of prior research on assessing the effectiveness of celebrity endorsements on Sri Lankan fashion industry. Given this...

Women engagement in entrepreneurship is a growing research domain that was spread among multiple perspectives, where the influence of person-based individual factors is being one of them. The main purpose of this review is to contribute to the existing literature related to the psychological...

The pandemic, which is also known as Covid-19, is affecting the global economy creating an economic crisis all over the world and the non-essential product categories like the fashion industry have been affected extremely hard. Due to the pandemic, changes in consumers’ purchasing behavior...

This research explored consumer perception towards batik clothing which is a multinational craft that can be easily adapted to the needs of diverse consumers in the context of Sri Lanka. Accordingly, the 7Ps marketing mix model combined with consumer culture theory, consumer ethnocentrism...