@article{Javed_Hu_Xu_Nadeem_2014, title={The Impact of Consumer’s Perceived Deception on Brand Trust, Brand Affect, and Brand Loyalty: Deceptive Tactics as an Impediment to Consumer Trust}, volume={2}, url={https://ajouronline.com/index.php/AJBM/article/view/1998}, abstractNote={<p>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 affect, 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 consumer’s perceived deception at corporate level. The results showing that there is a negative relationship between consumers’ perceived deception and brand trust. But brand trust has positive influence on brand affect and brand loyalty. Further, brand affect also positively relate to brand loyalty. This research confirmed that high levels of perceived deception decreases consumer trust toward a brand, which finally has negative impact on brand loyalty. The managerial implications of the outcomes are also discussed.</p><p> </p>}, number={6}, journal={Asian Journal of Business and Management}, author={Javed, Muhammad Kashif and Hu, Zhineng and Xu, Jiuping and Nadeem, Abid Hussain}, year={2014}, month={Dec.} }