Browsing URSM - 2025 by Subject "Brand perception"

Browsing URSM - 2025 by Subject "Brand perception"

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  • Brand Management Strategies for Startups and Emerging Brands 
    Haripriya, K.; Jethentriyaa, V.; Kaaviya Sri, D. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
    In today's fast-paced digital economy, brand management is no longer a luxury reserved for large corporations it is a necessity for startups and emerging brands striving to stand out in crowded markets. For these young ...
  • How Social Media Influencers Shape the Buying Decisions of Gen Z: A Real-World Exploration 
    Soundarya, G.; Aishwarya, R.; Emelda Margarette, C. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
    Influencers have a big say in how younger generations view products and make decisions in the social media era. This study examines the relationship between Generation Z's purchasing behaviors and social media influencers, ...

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