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Impact of Brand Avoidance on Brand Equity: Examining the Mediating Effect of Brand Hate with Reference to Mobile Telecommunication Brands in Sri Lanka

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dc.contributor.author Bandara, R. M. B. H.
dc.contributor.author Dissanayake, D. M. R.
dc.date.accessioned 2024-09-11T08:56:38Z
dc.date.available 2024-09-11T08:56:38Z
dc.date.issued 2021
dc.identifier.citation Bandara, R. M. B. H.; Dissanayake, D. M. R. (2021), Impact of Brand Avoidance on Brand Equity: Examining the Mediating Effect of Brand Hate with Reference to Mobile Telecommunication Brands in Sri Lanka, 6th Student Research Conference in Marketing (SRCM 2021), Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka. Page 30 en_US
dc.identifier.uri http://repository.kln.ac.lk/handle/123456789/28327
dc.description.abstract Current literatures provide substantial insights on the good aspects of brand concepts, but studies on the negative aspects (brand avoidance) are very rare. Thus, this study claimed empirical gap for the concepts of Brand Avoidance, Brand Equity and Brand Hate. With reference to the practice gaps found in the context of telecommunication industry in Sri Lanka, this study was carried by employing a deductive approach to investigate how brand avoidance impacts on brand equity as the main notion. This study tested on four major mobile telecommunication brands in Sri Lanka by using a quantitative method. The sample was identified within the Western Province of Sri Lanka by collecting 257 respondents employing convenience sampling method. It followed a regression analysis and several pre statistical analyses were done through SPSS version 26 to test the hypotheses. The findings demonstrate a negative but a significant impact of Brand avoidance on Brand Equity. It further elaborates that Brand Hate mediates the impact of Brand Avoidance on Brand Equity. The findings contribute to managerial aspects to mitigate brand avoidance and make healthy brand equity in the challenging business environment. en_US
dc.publisher Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka en_US
dc.subject Brand Avoidance, Brand Equity, Brand Hate, Telecommunication Industry en_US
dc.title Impact of Brand Avoidance on Brand Equity: Examining the Mediating Effect of Brand Hate with Reference to Mobile Telecommunication Brands in Sri Lanka en_US


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