Abstract:
In the essence, customers feel that going shopping
is one of their favorite leisure activities. Shopping enjoyment
as a consumer’s personality trait that finds shopping more
enjoyable and experiences greater shopping pleasure than
other consumers experience. Also Brand character enriches
brand image. It is an expression of brand that leads to
cognitive or emotional associations in the consumer’s mind.
Brand associations consist of all the thoughts, feelings,
experiences, beliefs and so on associated to the brand. This
study is to identify the influence of brand name characteristics
on leisure shopping in Mannar. It has not been proven by any
researchers that brand name characteristics are related to
leisure shopping. This study will helpful to producers by
providing a clear background about how producers adopt
brand name strategies to provide a better value to their
customers in their leisure time. The main purpose of this study
is to examine the impact of brand name characteristics on
leisure shopping, among the people in Mannar, Sri Lanka. The
study showed distinctive results for the relationship between
brand name characteristics dimensions and leisure shopping.
Among these variables, Distinctive, Use of repetitive sounds
have the significant association with customer satisfaction.
Whereas Distinctive brand name characteristics highly impact
leisure shopping. Overall, brand name characteristics
significantly associated with leisure shopping. Finding shows
that brand name characteristics can be enriched to improve
the leisure shopping.
