Consumer loyalty in high-tech markets is challenged by rapid technological change and shifting consumer expectations. Although Consumer Perceived Value (CPV) research exists across various industries, studies on high-tech brand value perceptions in emerging economies, such as Sri Lanka, are limited. This paper examines the influence of brand value dimensions on consumer loyalty in Sri Lanka and provides practical insights. Primary data from 463 university students, collected via a Web-based survey, were analyzed using Statistical Package for the Social Sciences (SPSS) and Analysis of Moment Structures (AMOS). Structural Equation Modeling (SEM) was used to test the hypothesized relationships between macro-level brand associations, perceived value dimensions, and consumer loyalty outcomes. The results of the exploratory and confirmatory factor analyses confirmed the validity of the model, with 16 out of 18 hypotheses supported, demonstrating strong model fit and significant relationships. Macro-level brand associations had a varied but significant influence on brand value dimensions. Functional, social, and emotional values accounted for the most variance in loyalty constructs, while economic and epistemic values showed weaker effects. The findings of this research reinforce and refine the body of knowledge on the CPV concept in high-tech industries.

Chinese medical students lack innovation skills due to traditional teaching systems. To enhance innovation skills, the present study aims to develop a new learning model. This study develops an Imaginative Activity-Based Model by employing the Design and Development Research (DDR) approach to enhance Innovation for Chinese Medical Students. For the need analysis, data from 150 students were surveyed and thereafter analyzed through SPSS. Whereas data from 9 experts were collected to develop the design of the DDR model. The Fuzzy Delphi Method has been employed to test the data. The findings of the first phase, through 6 experts, confirm the need for the development of this new model. Findings of the design phase through identified 19 activities confirm the design of the new model. The third phase of evaluation evidence through defuzzification values ranged from 33.6 to 42.0, confirming the moderating level of experts’ agreement on the usability of the model. Finally, it should be concluded that this model has potential for developing innovation in Chinese medical students.