Consumers' Reactions to Media Portrayed Controllability and Stability of a Brand's Sweatshop Practice and the Brand's Response Strategies
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Media and professional campaigners accused a few brands for exploiting sweatshop over the years including Wal-Mart, the Gap, Nike, and Disney while many other brands are practicing sweatshops as well. Therefore, it is important to understand why some brands are severely reprimanded while others are spared. As a sweatshop allegation hurts a brand's sale and stock price, how a firm should respond to its media coverage also is a central issue to understand consumers' attribution of responsibility.