Browsing by Author "Gamage, D"

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    PublicationOpen Access
    Economic uncertainty: a worldwide concern, a causal and cointegrating analysis among high uncertainty countries
    (nature.COM, 2025-08-30) Hansika, S; Navamohan, P.; Gamage, D; Madurawala, R; Jayathilaka, R
    In the modern world, exploring economic uncertainty and the unpredictability in economic conditions is crucial to determine its impact on day-to-day society. However, existing literature has examined this relationship in a generalised manner, often without focusing on the bi-directional effects among these variables. This study explores the causal and cointegrating interrelationships among economic uncertainty and suicide rates, unemployment rates, economic growth, and trade openness across 30 high uncertainty countries utilising Granger causality test and Cointegration test. Unlike existing studies, which focus on a certain country or region, the current findings disclose bi-directional causation between the measured variables, particularly in Kenya, Finland, Portugal, Latvia, Peru, Haiti, Mexico, Kazakhstan and Kyrgyz Republic. The cointegration tests show that while uncertainty reduces economic growth and trade openness in the long run, in line with contemporary literature, uncertainty also reduces suicide rates and unemployment rates in the long term. By analysing the countries with the highest economic uncertainty, this study aims to provide country-specific policies in line with Sustainable Development Goals (SDGs) developed by United Nations (UN) to navigate the bi-directional effects among economic uncertainty and the linked variables.
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    PublicationEmbargo
    Product placement versus traditional TV commercials: new insights on their impacts on brand recall and purchase intention
    (Emerald Publishing, 2023-05-15) Gamage, D; Jayasuriya, N; Rathnayake, N; Herath, K.M; Jayawardena, D.P.S; Senarath, D.Y
    Purpose The purpose of this paper is to compare the effect of marketing communication techniques concerning product placement and TV commercials on brand recall and the purchase intention of consumers. Design/methodology/approach A sample of 420 participants randomly assigned to one of the four scenarios of an experiment watched a selected episode of a Sri Lankan TV show that consisted of commercial breaks. Then, their recall and purchase intention toward the advertised/placed brand were measured using a questionnaire and binary logistic regression was the analytical tool. Findings This research indicated that a combination of product placement and TV commercials forms the highest impact on both brand recall and purchase intention. The next highest impact is created solely by product placement, while sole TV commercials make the lowest impact comparatively. Practical implications This study is beneficial to brands and entrepreneurs looking for the most effective marketing communication methods to promote their brands and products to consumers. Originality/value As an initial study performed on a comparison between two commonly used marketing communication techniques, i.e. product placement and TV commercials, in the Sri Lankan context would also enrich the global marketing literature on the comparative effectiveness of both techniques, where studies are limited so far.