Aloysius Sabog

Type of the article: Research Article

Abstract
As consumer awareness of sustainability concerns advances, brand hatred has become increasingly significant in the textile industry. The emergence of brand hatred has prompted apprehensions regarding its impact on consumer purchasing decisions. This article explores the role of brand hatred factors on consumer purchasing decisions in the Ghanaian textile industry, proposing perceived brand authenticity as a moderating variable. The results showed that ideological incompatibility (β = 0.15, p < 0.007), symbolic incongruity (β = 0.27, p < 0.000) and unmet expectation (β = 0.37, p < 0.000) have a positive influence on consumer purchasing decision. Perceived brand authenticity was found to positively moderate ideological incompatibility and symbolic incongruity but negatively moderate unmet expectation. Anti-consumption and attribution theory were employed to develop the theoretical model. Using a purposive sampling technique, 339 questionnaires were collected from young consumers across various textile industries in Ghana between March and June 2025. These questionnaires were validated and analyzed using the structural equation modeling approach in SmartPLS 3. This study contributes to the expanding corpus of marketing literature by emphasizing the connection between consumer purchase decisions, perceived brand authenticity and factors influencing brand hatred.

Acknowledgment
The authors are grateful to the Internal Grant Agency of IGA/FaME/2025/003: Digitization of the CRM process and its impact on brand image: A comparative study in Europe, Asia, and Africa. No.IGA/FaME/2025/010 “Closed and open innovation: role of human resource, servant leadership, digitalization and uncertainty” for supporting this research.