The paper examines the effect of negative attribution on brand image, brand
attitude, and purchase intention in the context of Fast Fashion Brand, by seeing
influence of negative attribution has on both brand image and brand attitude, which
later on correlated with purchase intention to see the relationship purchase intention
has on brand image and brand attitude. The study uses a quantitative approach
through online questionnaire in which 167 responses were gathered using purpose
sampling and analyzed using Struktural Equation Modeling (SEM) methods with
partial Least Square (PLS) software version 3.2.9. the result of the analysis shows
that negative attribution has negative influence on brand image, brand attitude, and
purchase intention. The findings also shown the strong positive relationship is
existed between brand image and purchase intention, on the other hand, brand
attitude did not show a significant relationship on purchase intention