Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Influence of Consumers' Emotions on Brand Disappointment Caused by the Nepo-Baby Issue in Fashion Brands -Focusing on Powerlessness, Unfairness, Relative Deprivation, and Loneliness-

  • Ha Youn Kim (Dept. of Clothing and Textiles, Kunsan National University) ;
  • Woojin Choi (Dept. of Fashion and Textiles, Seoul National University)
  • Received : 2023.11.01
  • Accepted : 2024.02.02
  • Published : 2024.02.29
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Abstract

The term 'Nepo-baby' refers to someone whose career benefits from family connections. Criticism of the so-called Nepo-baby issue is growing, especially among the MZ generation, who highly value fairness. In this study, we explored how fashion consumers perceive the Nepo-baby issue and its impact on fashion brands. Consumers are more likely to compare themselves to Nepo babies and may experience feelings of powerlessness, unfairness, relative deprivation, and loneliness. These perceptions can lead to negative feelings toward the brand, resulting in disappointment. Our research hypotheses were tested using SPSS 26.0 and AMOS 23.0. Fashion brands promoting Nepo babies affect consumers' self-perceptions of powerlessness, unfairness, relative deprivation, loneliness, and negative feelings. Brand disappointment was tested using a structural equation model. Using a multi-group path analysis, we investigated consumers' perceptions of the Nepo-baby issue and general brand stories. Our research results reveal the significant impact of controversial Nepo babies on negative feelings toward fashion brands and brand disappointment.

Keywords

Acknowledgement

This work was supported by the National Research Foundation of Korea(NRF) grant funded by the Korea government(MSIT) (NRF-2022R1G1A1010675).

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