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

A knowledge gap existed in the light of available literature due to a lack comprehensive understanding and conflicting viewpoints regarding negative brand experience avoidance. This research aims investigate impact on avoidance Sri Lankan mobile telecommunication industry. Further, it investigates emotions, emotions examines mediating effect relationship. is positivistic study done using questionnaire selected urban areas based convenience sample 120. SEM model was used analyze data SPSS Amos 23. The bridges theoretical that unawareness simultaneous effects context. Findings indicate positively affects avoidance, while also affect realizes has no significant emotions. Finally, found have relationship between