http://drr.vau.ac.lk/handle/123456789/978 Sun, 05 Apr 2026 18:45:14 GMT 2026-04-05T18:45:14Z http://drr.vau.ac.lk/handle/123456789/991 Patriotic Advertising and Millennials in India: An Empirical Investigation Shetty, S.; Anand, K.; Raghavendra, A.N.; Singaram, R.; Kishore, S.N. Patriotic advertising is the most popular tool and method used by managers to attract and lure the millennials to purchase goods and services during the events like Independence Day, Republic Day and other days of national importance. In this study, an attempt has been made to probe how patriotic advertising campaigns will act as stimuli and impact the purchasing behaviour of millennials in India. This paper also ascertains whether Indian millennials demonstrate a positive or negative attitude towards patriotic advertising and will the patriotic advertising campaigns launched by the brands' result in the increased purchasing intention of the consumers The structural equation modelling (SEM) was used in the study to find out the perception of millennials towards patriotic advertising and millennials, and the results have shown that patriotism was found to be positively significant to patriotic advertising and brand engagement as well as patriotic advertising and purchase intention supporting the hypothesis Wed, 01 Dec 2021 00:00:00 GMT http://drr.vau.ac.lk/handle/123456789/991 2021-12-01T00:00:00Z http://drr.vau.ac.lk/handle/123456789/990 Efficacy of Performance Counselling In The Indian Air Force: An Empirical Study Mohan, M.; Suryanarayana, A. Performance Counselling (PC) in the Indian Air Force (IAF) was evolved over the years and has been made mandatory recently. However, it is not known if the process is effective and is actually helping improve the performance of IAF Officers. Hence, a survey was carried out to obtain the opinion of Appraisees and Initiating Officers (IOs) on their understanding of the process and determine its effectiveness. A total of 306 responses from all branches of the IAF were obtained and a cross-section of officers was also interviewed to obtain their views. Data has been collected from various stations in the IAF that are heterogeneous and is considered sufficient as a true sample for the study. Data collected was analyzed and also checked for independence concerning any variations in the different branches of the IAF. It was found that the process of counselling, though formalized as a procedure, has not been fully integrated into the IAF as yet. Most of the officers go through it as a formality that has to be undertaken in appraisal reporting. Most of the officers consider counselling necessary only when the appraisee is perceived to suffer from some kind of serious behavioral problem, thereby conveying a negative connotation. PC as a tool for improvement has neither been understood nor appreciated. PC is carried out invariably as a one-way dialogue wherein shortcomings are pointed out and the officer is asked to show improvement. It is concluded that the process is largely ineffective and does not successfully enhance the performance as was originally envisioned. It is recommended that a concerted effort be made to sensitize and educate the officers on the concept and the benefits of PC and give them training on the methodology of conducting PC. Wed, 01 Dec 2021 00:00:00 GMT http://drr.vau.ac.lk/handle/123456789/990 2021-12-01T00:00:00Z http://drr.vau.ac.lk/handle/123456789/69 MODERATING EFFECT OF PERCEPTION OF ORGANIZATIONAL POLITICS ON THE NEXUS OF ORGANIZATIONAL JUSTICE AND EMPLOYEE HAPPINESS: A SPECIAL REFERENCE TO SRI LANKAN APPAREL EMPLOYEES Jasintha, N.; Raveendran, T. The current study explores the nexus of organizational justice and employee happiness among Sri Lankan Apparel sector workers. This study integrates the social exchange theory into organizational justice and employee happiness research. Since happiness is a crucial drive to the entire employee outcomes, it is essential to make employees happy in the workplace as they spend much time there. Therefore, enhancing happiness in the apparel sector is quite difficult considerably. However, previous studies paid attention to justice, but no attention was paid to justice and employee happiness among the apparel sector employees with the effect of perception of organizational politics as moderator. The survey research strategy was used here, and data were collected from conveniently chosen 399 employees working in the apparel industry. Smart PLS 3.0 was utilized to analyze the data to identify the nexus of justice and happiness. The results divulged that individual with the perception of justice are more likely to have high happiness. In addition to that, the results revealed that perception of organizational politics significantly moderates the nexus of justice and happiness. The study on employee happiness pushes the boundaries of Human Resource Management literary works while also providing the congregation with sound theoretical and practical applications. Policymakers can implement more policies to reduce organizational politics and creating a better working environment. This study can be conducted longitudinally to determine the actual level of happiness over time to gain a better grasp of apparel sector workers. Wed, 01 Dec 2021 00:00:00 GMT http://drr.vau.ac.lk/handle/123456789/69 2021-12-01T00:00:00Z http://drr.vau.ac.lk/handle/123456789/68 THE IMPACT OF INTERIM FINANCIAL STATEMENTS ANNOUNCEMENT ON STOCK PRICES: EVIDENCE FROM SELECTED LISTED COMMERCIAL BANKS IN SRI LANKA Dissanayake, D.M. I. E.; Koperunthevy, K. The interim report is one of the crucial instruments that help companies communicate with their shareholders promptly. These reports support investors in deciding whether to hold, buy or sell their shares. Investors/ potential investors will react according to the available information. In Sri Lanka, several studies are available to identify the various events and their impact on share prices even though no one studies interim reporting enouncement and share price reaction using event study methodology. Therefore, the purpose of the study is to assess the impact of interim financial statement announcements on the stock price of licensed commercial banks in Sri Lanka. The study es on the top three licensed commercial banks as a sample. The required data were obtained from Colombo Stock Exchange (CSE) from 2016 to 2019; thus, the study includes 42 quarters and used event study methodology. The estimation window was from day 50 to day 10 of the pre- announcement period. Using the risk-adjusted model, the Abnormal return (AR) and Cumulative Abnormal Return were measured during an event window of 15 days. According to this study, the interim financial statement announcement caused changes in stock return, and thus the information disclosed by the companies were valuable in valuing shares. Further, the studystudy results proved that average abnormal return (AAR) and cumulative abnormal return (CAR) were changed before and after the interim report announcement date. The study concluded that the share prices responded to interim financial statement announcements, and thus the study supported the semi-strong form efficient market hypothesis since stock prices adjust to the available public information. Wed, 01 Dec 2021 00:00:00 GMT http://drr.vau.ac.lk/handle/123456789/68 2021-12-01T00:00:00Z