The change of consumer-domestic brand attitude under the influence of multi-period public opinion events: evidence from Chinese fast-fashion clothing brands

Purpose This study aims to conduct a dynamic analysis of consumer attitudes towards domestic brands under the influence of multiple-period opinion events, providing methodological guidance for the overall development of fast-fashion clothing brands. Design/methodology/approach This study takes the Xinjiang cotton event and ERKE donation event in 2021 as the samples and Weibo comments on the hot topic of the fact that ANTA’s total turnover exceeded NIKE’s on the 2021 Double 11 as the first and explores the process and influencing factors of consumer domestic brand attitude change through latent Dirichlet allocation (LDA) model. Findings Under the influence of multiple public opinion events, consumers’ attitudes towards domestic brands experienced changes from brand awareness and brand identification to brand loyalty. First of all, patriotism and the awareness of Chinese goods lead to consumers’ brand awareness. The social responsibility and perceived quality of the later stage will stimulate consumers’ brand identification. Finally, the matching of national pride and perceived products will promote consumers’ brand loyalty. Originality/value This study establishes a model of the evolution of consumer attitudes towards domestic brands, revealing for the first time from a dynamic perspective the factors influencing these attitudes. This study offers a novel perspective on the processes and structures of the relationship between consumers and domestic brands.