The Impact of Consumerâ€™s Perceived Deception on Brand Trust, Brand Aï¬€ect, and Brand Loyalty: Deceptive Tactics as an Impediment to Consumer Trust
Keywords:Brand trust, Perceived deception, Brand aï¬€ect, Brand loyalty, Structural equation modeling
Data have been collected in the electronics sector among 310 real consumers concerning their perceptions of deception and how these impact their reactions, in terms of brand trust, brand aï¬€ect, and brand loyalty. A hypothetical framework is developed and tested. Structural equation modeling (SEM) is used to test the proposed relationships. This paper analyzes the relation between brand trust, affect, and loyalty at product level, and consumerâ€™s perceived deception at corporate level. The results showing that there is a negative relationship between consumersâ€™ perceived deception and brand trust. But brand trust has positive inï¬‚uence on brand aï¬€ect and brand loyalty. Further, brand affect also positively relate to brand loyalty. This research conï¬rmed that high levels of perceived deception decreases consumer trust toward a brand, which ï¬nally has negative impact on brand loyalty. The managerial implications of the outcomes are also discussed.
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