How do luxury fashion communities express negativity? A netnographic approach

Abstract

This study investigates the antecedents of consumers’ negativity towards luxury fashion brands within online communities and how they express such negativity. The study adopted a symbolic netnographic approach to two online platforms, focusing on two luxury brands, Louis Vuitton and Michael Kors. The results of a non-intrusive content analysis indicate that misconduct in corporate social responsibility (CSR) actions, the non-delivery of promised values of quality and services, and the mismatch of consumer-brand identification proved to be sources of negativity. Thus, consumers express their displeasure through brand hate, avoidance, aversion, anti-consumption behavior, distancing themselves from brands, and boycotting, among others. Furthermore, the study also proposes a comprehensive table and visual framework that summarize the antecedents of negativity, explained by respective theories, and negative emotional dimensions, leading to negative behavioral reactions. It reflects the gap, extends previous literature on negative consumer-brand relationships and luxury brands, and provides valuable insights for managing luxury fashion brands.