Determinants and Outcome of Negative Brand Reactions in Fast Fashion: A Case Study of Euas’ International Students

Abstract

This study explores the determinants and outcomes of negative brand reactions within the fast fashion sector, focusing on Euas’ international students. The findings underscore the powerful role of customer feedback in shaping a brand’s success. Notably, customers tend to share negative experiences more readily than positive ones, amplifying the impact of negative encounters on brand perception. Through a comprehensive literature review, this research provides an overview of topics including fast fashion, brand perception, and various forms of brand hate. The study employs an empirical approach, combining quantitative and qualitative data collection methods. Quantitative data were gathered via an online survey to test key hypotheses, with results rejecting the null hypotheses despite sufficient predictor strength. Follow-up qualitative interviews provided deeper insight, suggesting that the null hypotheses may hold validity under certain conditions. This aligns with prior research, indicating that factors such as negative past experiences, image incongruity, and ideological incompatibility contribute significantly to brand hate. Furthermore, the study highlights that brand hate can lead to inevitable public and private complaints, often culminating in brand avoidance. These findings provide valuable insights for brands aiming to navigate the challenges of negative consumer sentiment in fast fashion.