Deceptive Advertising and Customer Loyalty: An Applied Study on the Mediating Role of Trust
DOI:
https://doi.org/10.59759/business.v5i3.1463Keywords:
Advertising Deception, Deceptive Marketing, Consumer Loyalty, Consumer TrustAbstract
The study aims to investigate the impact of advertising deception on customer loyalty, and examining the mediating factor for customer trust. The study sample was limited to a convenient sample of students’ parents in the private schools in Amman. A number of 400 questionnaires were distributed to them. The study revealed that there is an effect of advertising deception on customer loyalty in the Jordanian private schools, and another effect of advertising deception dimensions (false promises, claiming superiority, twisted offers, incomplete description, and optical deception) on customer loyalty. Furthermore, it shows effect of advertising deception on customers trust. One of the most prominent recommendations was the necessity of educating the parents of students about advertising deception that may carried out by some private schools to make them aware about the deception practices that may destroy the customers trust and loyalty.
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