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

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... ative 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. Thus, this research mainly aims to identify whether negative brand experience impacts brand avoidance in the mobile telecommunication services industry of Sri Lanka. Further, the present study also aims to achieve three sub-objectives; to identify whether negative brand experience affects negative emotions, to find out whether negative emotions affect brand avoidance, and to investigate whether negative emotions mediate the relationship between negative brand experience and brand avoidance in the mobile telecommunication services industry of Sri Lanka. The remainder of this paper begins with reviewing the literature and formulating research hypotheses. Then the conceptual model is presented, and the methodology is described. Thereafter, data analysis and the results are presented. Finally, a discussion will be carried out and, conclusions and recommendations will be followed. LITERATURE REVIEW 2.