The Impact of Negative Brand Experience on Brand Avoidance with the Mediating Effect of Negative Emotions: Evidence from the Sri Lankan Mobile Telecommunication Sector

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dc.contributor.author Amarasinghe, D.P.
dc.contributor.author Jayasinghe, J.A.S.C.
dc.date.accessioned 2021-06-28T06:11:21Z
dc.date.available 2021-06-28T06:11:21Z
dc.date.issued 2021-01
dc.identifier.issn 1800 – 4989
dc.identifier.issn 2719 – 2598
dc.identifier.uri http://220.247.247.85:8081/handle/123456789/39985
dc.description.abstract A knowledge gap existed in the light of available literature due to a lack of comprehensive understanding and conflicting viewpoints regarding negative brand experience and brand avoidance. This research aims to investigate the impact of negative brand experience on brand avoidance in the Sri Lankan mobile telecommunication industry. Further, it investigates the impact of negative brand experience on negative emotions, negative emotions on brand avoidance and examines the mediating effect of negative emotions in the relationship. This research is a positivistic study done using a questionnaire in selected urban areas based on a convenience sample of 120. A SEM model was used to analyze the data based on SPSS and Amos 23. The research bridges the theoretical gap that existed due to unawareness of simultaneous effects of negative brand experience and negative emotions on brand avoidance in the Sri Lankan context. Findings indicate that negative brand experience positively affects brand avoidance, while negative emotions also positively affect brand avoidance. Further, it realizes that negative brand experience has no significant effect on negative emotions. Finally, the research found that negative emotions have no mediating effect on the relationship between negative brand experience and brand avoidance. en_US
dc.language.iso en en_US
dc.publisher Department of Marketing Management, University of Kelaniya, Sri Lanka en_US
dc.relation.ispartofseries Vol. 07;Issue. 1
dc.subject Brand Avoidance en_US
dc.subject Branding en_US
dc.subject Mobile Communications en_US
dc.subject Negative Brand Experience en_US
dc.subject Negative Emotions en_US
dc.title The Impact of Negative Brand Experience on Brand Avoidance with the Mediating Effect of Negative Emotions: Evidence from the Sri Lankan Mobile Telecommunication Sector en_US
dc.type Article en_US
dc.identifier.accno 53560 en_US


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