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

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

Sri Lanka Journal of Marketing
Volume 7 (2021): Issue 1
By:  and    
Open Access
|Jun 2021
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DOI: https://doi.org/10.4038/sljmuok.v7i1.60
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Language: English
Page range: 149 - 179
Published on: Jun 19, 2021
Published by: Department of Marketing Management, University of Kelaniya
In partnership with: Paradigm Publishing Services
Keywords:
Brand avoidance,
Branding,
Mobile communications,
Negative brand experience,
Negative emotions

© 2021 D. P. Amarasinghe, J. A. S. C. Jayasinghe, published by Department of Marketing Management, University of Kelaniya
This work is licensed under the Creative Commons License.

Volume 7 (2021): Issue 1
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