Why Brands Fail? Antecedents and Consequences of Brand Hate. A Study of Fashion Industry in Pakistan


  • Ansar Abbas Shah Abdul Latif University, Khairpur, Pakistan
  • Amir Hussain Shar Shah Abdul Latif University, Khairpur, Pakistan
  • Mumtaz Ali Junejo Shah Abdul Latif University, Khairpur, Pakistan


Brand Hate, Negative Word of Mouth, Negative Past Experience, Moral Violation, Product, Organization


This study uses a descriptive-correlational approach that is both empirically grounded and practically relevant. Pakistani university students make up a portion of the sample population. The sample included 357 students from various universities in Pakistan, including the University of the Punjab, University of Sindh, Bahauddin Zakariya University, Gomal University, University of Lorelai, University of Baluchistan, Shah Abdul Latif University, Karachi University, and SZABIST Islamabad. Data were obtained through the use of a standardized questionnaire, in-person meetings, and other methods from the field. Statistical Package for the Social Sciences (SPSS) is a program used to do numerous statistical analyses on data (Demographic Analysis, Correlation Analysis and Regression Analysis). The study found that moral breach, negative word of mouth, and negative past experiences all contributed positively to brand animosity. Several statistical analyses, such as demographic analysis, descriptive analysis, correlation analysis, and regression analysis, were performed using statistical software to support these findings. This research provides managers with an in-depth look at how different demographics value certain features, which can help them pinpoint and fully grasp the underlying causes of customer aversion to a brand. The findings of this research will be useful to business leaders in Pakistan as they formulate their approach to the local market.

     Keywords: brand hate, negative word of mouth, negative past experience, moral violation, product, organization

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