The consequences of upholding deceptive marketing practices and its effect on consumers’ related attitudes including consumer loyalty and consumer trust: Evidence from the fashion industry in the UAE
Keywords:
Deceptive Marketing, Consumer Loyalty, Trust Consumer, Fashion Industry of UAE
Abstract
Aim: This study aims to shed light on how dishonest advertising has harmed the fashion industry in the United Arab Emirates, particularly concerning consumer’s continued patronage and faith in its practices. This study examines how misleading advertising impacts customers’ attitudes and actions, particularly their loyalty and trust in a brand. This research endeavours to examine the data from prior studies and relate them to the residents of the United Arab Emirates.
Methodology: Rather than relying on quantitative methods, this study took a qualitative approach, emphasizing interviews and in-depth discussion. Respondents were interrogated in person using the interview technique. The research benefited from applying thematic analysis to comprehend the responses better and examine the answers’ similarities and differences. Participants in this survey are all current U.A.E. residents exposed to fashion industry advertisements regularly.
Findings: Three respondent’s insights suggest that they are well aware of the potential impact of deceptive advertising on their customers. Two of the remaining respondents, however, implied ignorance about misleading advertising. They get that customers need honest product information, significantly when it affects their purchasing decisions. The United Arab Emirates is generally safe because of its stringent laws, such as its consumer protection law, which places a premium on consumer safety. Companies can still make subtle but significant changes to their advertisements without consumers noticing.
Implications/Novel Contribution: These results highlight the importance of educating consumers about the perils of manipulative advertising. Consumers should always do their research and never accept anything at face value. As an alternative, they should do their homework to ensure the accuracy of the data they’ll use to make decisions. To provide the most in-depth study based on deceptive marketing, more research into the role of deceptive marketing in the global fashion industry, including the quality of services and the company’s brand image, is needed.
References
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Ali, A., Ahmad-Ur-Rehman, M., Haq, I. U., Jam, F. A., Ghafoor, M. B., & Azeem, M. U. (2010). Perceived organizational support and psychological empowerment. European Journal of Social Sciences, 17(2), 186–192.
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Bloemer, J. M., & Kasper, H. D. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16(2), 311–329. doi:https://doi.org/10.1016/0167-4870(95)00007-B
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Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51(2), 11–27.
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Faerber, A. E., & Kreling, D. H. (2014). Content analysis of false and misleading claims in television advertising for prescription and nonprescription drugs. Journal of General Internal Medicine, 29(1), 110–118. doi:https://doi.org/10.1007/s11606-013-2604-0
Freer, R. (1949). Informative and nondeceptive advertising. Journal of Marketing, 13(3), 358–363. doi:https://doi.org/10.1177/002224294901300310
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Gaber, H. R., Labib, A. A., & Salem, K. O. (2018). The effect of marketing deception on consumer buying decision on facebook. an empirical study on university students in Libya. European Journal of Business and Innovation Research, 6(3), 12–18.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1–19. doi:https://doi.org/10.1177/002224299405800201
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Gneezy, U. (2005). Deception: The role of consequences. American Economic Review, 95(1), 384–394. doi:https://doi.org/10.1257/0002828053828662
Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454–462. doi:https://doi.org/10.1086/208570
Iqbal, S., & Siddiqui, D. A. (2019). The impact of deceptive advertising on customer loyalty: A case of telecommunication industry in Karachi, Pakistan. International Journal of Industrial Marketing, 4(1), 39–69.
Johnson, P., & Gill, J. (2010). Research methods for managers. Thousand Oaks, CA: Sage.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. doi:https://doi.org/10.1177/002224299305700101
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding,‘micro-celebrity’and the rise of social media influencers. Celebrity Studies, 8(2), 191–208. doi:https://doi.org/10.1080/19392397.2016.1218292
Khan, T. I., Jam, F. A., Akbar, A., Khan, M. B., & Hijazi, S. T. (2011). Job involvement as predictor of employee commitment: Evidence from Pakistan. International Journal of Business and Management, 6(4), 252-262. doi:https://doi.org/10.5539/ijbm.v6n4p252
Krishnan, H. S. (1996). Characteristics of memory associations: A consumer-based brand equity perspective. International Journal of research in Marketing, 13(4), 389–405. doi:https://doi.org/10.1016/S0167-8116(96) 00021-3
Mariano, C. (1995). The qualitative research process. In L. Tal (Ed.), Principles and practice of nursing research (pp. 247–265). St. Louis, MO: Mosby.
Mazar, N., & Ariely, D. (2006). Dishonesty in everyday life and its policy implications. Journal of Public Policy & Marketing, 25(1), 117–126. doi:https://doi.org/10.1509/jppm.25.1.117
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. doi:https://doi.org/10.1177/002224299405800302
O’Dell, T. (2005). Experiencescapes: Blurring borders and testing connections. In T. O’Dell & P. Billing (Eds.), Experiencescapes: Tourism, culture & economy. Helsingborg, Sweden: Department of Service Management and Service Studies.
Olson, J. C., & Dover, P. A. (1978). Cognitive effects of deceptive advertising. Journal of Marketing Research, 15(1), 29–38. doi:https://doi.org/10.1177/002224377801500105
Polit, D., & Hungler, B. (1994). Essentials of nursing research: Methods, appraisal, asid utilization. Journal of Nursing Staff Development, 10(3), 175–178.
Preston, I. L. (1977). The ftc’s handling of puffery and other selling claims made “by implication”. Journal of Business Research, 5(2), 155–181. doi:https://doi.org/10.1016/0148-2963(77)90010-8
Reichheld, F. F., Teal, T., & Smith, D. K. (1996). The loyalty effect. Retrieved from https://bit.ly/3cbQfhz
Reinartz, W. J., & Kumar, V. (2000). On the profitability of long-life customers in a noncontractual setting: An empirical investigation and implications for marketing. Journal of Marketing, 64(4), 17–35. doi:https://doi.org/10.1509/jmkg.64.4.17.18077
Rotfeld, H. J., & Rotzoll, K. B. (1980). Is advertising puffery believed? Journal of Advertising, 9(3), 16–45. doi:https://doi.org/10.1080/00913367.1980.10673326
Russo, J. E., Metcalf, B. L., & Stephens, D. (1981). Identifying misleading advertising. Journal of Consumer Research, 8(2), 119–131. doi:https://doi.org/10.1086/208848
Serota, K. B. (2019). Deceptive marketing outcomes: A model for marketing communications. In The palgrave handbook of deceptive communication. Springer. doi:https://doi.org/10.1007/978-3-319-96334-1_42
Shahbaz, M., Jam, F. A., Bibi, S., & Loganathan, N. (2016). Multivariate granger causality between co2 emissions, energy intensity and economic growth in Portugal: Evidence from cointegration and causality analysis. Technological and Economic Development of Economy, 22(1), 47–74. doi:https://doi.org/10.3846/20294913.2014.989932
Sharma, B. R., & Sharma, N. (2014). Ethical marketing leadership: A dyad approach. International Journal on Leadership, 2(2), 45-51.
Shimp, T. A., & Preston, I. L. (1981). Deceptive and nondeceptive consequences of evaluative advertising. Journal of Marketing, 45(1), 22–32. doi:https://doi.org/10.1177/002224298104500103
Smith, B. G., Kendall, M. C., Knighton, D., & Wright, T. (2018). Rise of the brand ambassador: Social stake, corporate social responsibility and influence among the social media influencers. Communication Management Review, 3(01), 6–29. doi:https://doi.org/10.22522/cmr20180127
Soroa-Koury, S., & Yang, K. C. (2010). Factors affecting consumers’ responses to mobile advertising from a social norm theoretical perspective. Telematics and Informatics, 27(1), 103–113. doi:https://doi.org/10.1016/j.tele.2009.06.001
Waheed, M., & Kaur, K. (2016). Knowledge quality: A review and a revised conceptual model. Information Development, 32(3), 271–284. doi:https://doi.org/10.1177/0266666914539694
Waheed, M., Kaur, K., & Kumar, S. (2016). What role does knowledge quality play in online students’ satisfaction, learning and loyalty? An empirical investigation in an elearning context. Journal of Computer Assisted Learning, 32(6), 561–575. doi:https://doi.org/10.1111/jcal.12153
Waheed, M., Kaur, K., & Qazi, A. (2016). Students’ perspective on knowledge quality in elearning context: A qualitative assessment. Internet Research, 26(1), 120-145. doi:https://doi.org/10.1108/IntR-08-2014-0199
World Bank. (2019). MENA economic update. Retrieved from https://bit.ly/3PPofhc
Ahluwalia, R., Burnkrant, R. E., & Unnava, H. R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of Marketing Research, 37(2), 203–214. doi:https://doi.org/10.1509/jmkr.37.2.203.18734
Al-Bayati, H. S. I., & Al-Rabaiwi, S. H. J. (2020). Practices of marketing deception and its impact on organizational reputation/applied research in the relics of Baghdad. Journal of Economics And Administrative Sciences, 26(121), 23-45.
Al-Heali, A. N. (2020). The effect of marketing deception on consumer purchasing decisions-an analytical study of the opinions of a sample of Baghdad university students. International Journal of Innovation, Creativity and Change, 13(6), 575–595.
Ali, A., Ahmad-Ur-Rehman, M., Haq, I. U., Jam, F. A., Ghafoor, M. B., & Azeem, M. U. (2010). Perceived organizational support and psychological empowerment. European Journal of Social Sciences, 17(2), 186–192.
Armstrong, G. M., Kendall, C., & Russ, F. A. (1975). Applications of consumer information processing research to public policy issues. Communication Research, 2(3), 232–245. doi:https://doi.org/10.1177/009365027500200304
Aslam, U. (2014). Impact of deceptive practices on consumer behavior. Marketing, 21, 23.
Barwise, T. P., & Ehrenberg, A. S. (1985). Consumer beliefs and brand usage. Journal of the Market Research Society, 27(2), 81-93.
Belch, G. E., & Belch, M. A. (2004). Advertising and promotion: An integrated marketing communications perspective. New York, NY: McGraw-Hill.
Bloemer, J. M., & Kasper, H. D. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16(2), 311–329. doi:https://doi.org/10.1016/0167-4870(95)00007-B
Braun, V., & Clarke, V. (2012). Thematic analysis. In H. Cooper, P. M. Camic, D. L. Long, A. T. Panter,
D. Rindskopf, & K. J. Sher (Eds.), Apa handbook of research methods in psychology, research designs: Quantitative, qualitative, neuropsychological, and biological. Washington, DC, WA: American Psychological Association. doi:https://doi.org/10.1037/13620-004
Chandra, G. R., & Ali, I. L. (2017). Thoughtful threads: Ethical fashion. International Journal of Business Management & Research, 7(5), 35–46.
Dillon, T. (1973). What is deceptive advertising. Journal of Advertising Research, 13(5), 9–12.
Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51(2), 11–27.
Dyer, R. F., & Kuehl, P. G. (1974). The “corrective advertising” remedy of the FTC: An experimental evaluation: An empirical study of the effectiveness of corrective advertising. Journal of Marketing, 38(1), 48–54. doi:https://doi.org/10.1177/002224297403800108
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4.
Faerber, A. E., & Kreling, D. H. (2014). Content analysis of false and misleading claims in television advertising for prescription and nonprescription drugs. Journal of General Internal Medicine, 29(1), 110–118. doi:https://doi.org/10.1007/s11606-013-2604-0
Freer, R. (1949). Informative and nondeceptive advertising. Journal of Marketing, 13(3), 358–363. doi:https://doi.org/10.1177/002224294901300310
Fu, H., Ma, H., Bian, J., Wang, C., Zhou, J., & Ma, Q. (2019). Don’t trick me: An event-related potentials investigation of how price deception decreases consumer purchase intention. Neuroscience Letters, 713, 1-6. doi:https://doi.org/10.1016/j.neulet.2019.134522
Gaber, H. R., Labib, A. A., & Salem, K. O. (2018). The effect of marketing deception on consumer buying decision on facebook. an empirical study on university students in Libya. European Journal of Business and Innovation Research, 6(3), 12–18.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1–19. doi:https://doi.org/10.1177/002224299405800201
Gardner, D. M. (1975). Deception in advertising: A conceptual approach: Deception in advertising needs further definition and procedures for measurement—Gardner’s conceptual approach offers suggestions for both. Journal of Marketing, 39(1), 40–46. doi:https://doi.org/10.1177/002224297503900107
Geyskens, I., Steenkamp, J.-B. E., Scheer, L. K., & Kumar, N. (1996). The effects of trust and interdependence on relationship commitment: A trans-atlantic study. International Journal of Research in Marketing, 13(4), 303–317. doi:https://doi.org/10.1016/S0167-8116(96)00006-7
Gneezy, U. (2005). Deception: The role of consequences. American Economic Review, 95(1), 384–394. doi:https://doi.org/10.1257/0002828053828662
Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454–462. doi:https://doi.org/10.1086/208570
Iqbal, S., & Siddiqui, D. A. (2019). The impact of deceptive advertising on customer loyalty: A case of telecommunication industry in Karachi, Pakistan. International Journal of Industrial Marketing, 4(1), 39–69.
Johnson, P., & Gill, J. (2010). Research methods for managers. Thousand Oaks, CA: Sage.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. doi:https://doi.org/10.1177/002224299305700101
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding,‘micro-celebrity’and the rise of social media influencers. Celebrity Studies, 8(2), 191–208. doi:https://doi.org/10.1080/19392397.2016.1218292
Khan, T. I., Jam, F. A., Akbar, A., Khan, M. B., & Hijazi, S. T. (2011). Job involvement as predictor of employee commitment: Evidence from Pakistan. International Journal of Business and Management, 6(4), 252-262. doi:https://doi.org/10.5539/ijbm.v6n4p252
Krishnan, H. S. (1996). Characteristics of memory associations: A consumer-based brand equity perspective. International Journal of research in Marketing, 13(4), 389–405. doi:https://doi.org/10.1016/S0167-8116(96) 00021-3
Mariano, C. (1995). The qualitative research process. In L. Tal (Ed.), Principles and practice of nursing research (pp. 247–265). St. Louis, MO: Mosby.
Mazar, N., & Ariely, D. (2006). Dishonesty in everyday life and its policy implications. Journal of Public Policy & Marketing, 25(1), 117–126. doi:https://doi.org/10.1509/jppm.25.1.117
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. doi:https://doi.org/10.1177/002224299405800302
O’Dell, T. (2005). Experiencescapes: Blurring borders and testing connections. In T. O’Dell & P. Billing (Eds.), Experiencescapes: Tourism, culture & economy. Helsingborg, Sweden: Department of Service Management and Service Studies.
Olson, J. C., & Dover, P. A. (1978). Cognitive effects of deceptive advertising. Journal of Marketing Research, 15(1), 29–38. doi:https://doi.org/10.1177/002224377801500105
Polit, D., & Hungler, B. (1994). Essentials of nursing research: Methods, appraisal, asid utilization. Journal of Nursing Staff Development, 10(3), 175–178.
Preston, I. L. (1977). The ftc’s handling of puffery and other selling claims made “by implication”. Journal of Business Research, 5(2), 155–181. doi:https://doi.org/10.1016/0148-2963(77)90010-8
Reichheld, F. F., Teal, T., & Smith, D. K. (1996). The loyalty effect. Retrieved from https://bit.ly/3cbQfhz
Reinartz, W. J., & Kumar, V. (2000). On the profitability of long-life customers in a noncontractual setting: An empirical investigation and implications for marketing. Journal of Marketing, 64(4), 17–35. doi:https://doi.org/10.1509/jmkg.64.4.17.18077
Rotfeld, H. J., & Rotzoll, K. B. (1980). Is advertising puffery believed? Journal of Advertising, 9(3), 16–45. doi:https://doi.org/10.1080/00913367.1980.10673326
Russo, J. E., Metcalf, B. L., & Stephens, D. (1981). Identifying misleading advertising. Journal of Consumer Research, 8(2), 119–131. doi:https://doi.org/10.1086/208848
Serota, K. B. (2019). Deceptive marketing outcomes: A model for marketing communications. In The palgrave handbook of deceptive communication. Springer. doi:https://doi.org/10.1007/978-3-319-96334-1_42
Shahbaz, M., Jam, F. A., Bibi, S., & Loganathan, N. (2016). Multivariate granger causality between co2 emissions, energy intensity and economic growth in Portugal: Evidence from cointegration and causality analysis. Technological and Economic Development of Economy, 22(1), 47–74. doi:https://doi.org/10.3846/20294913.2014.989932
Sharma, B. R., & Sharma, N. (2014). Ethical marketing leadership: A dyad approach. International Journal on Leadership, 2(2), 45-51.
Shimp, T. A., & Preston, I. L. (1981). Deceptive and nondeceptive consequences of evaluative advertising. Journal of Marketing, 45(1), 22–32. doi:https://doi.org/10.1177/002224298104500103
Smith, B. G., Kendall, M. C., Knighton, D., & Wright, T. (2018). Rise of the brand ambassador: Social stake, corporate social responsibility and influence among the social media influencers. Communication Management Review, 3(01), 6–29. doi:https://doi.org/10.22522/cmr20180127
Soroa-Koury, S., & Yang, K. C. (2010). Factors affecting consumers’ responses to mobile advertising from a social norm theoretical perspective. Telematics and Informatics, 27(1), 103–113. doi:https://doi.org/10.1016/j.tele.2009.06.001
Waheed, M., & Kaur, K. (2016). Knowledge quality: A review and a revised conceptual model. Information Development, 32(3), 271–284. doi:https://doi.org/10.1177/0266666914539694
Waheed, M., Kaur, K., & Kumar, S. (2016). What role does knowledge quality play in online students’ satisfaction, learning and loyalty? An empirical investigation in an elearning context. Journal of Computer Assisted Learning, 32(6), 561–575. doi:https://doi.org/10.1111/jcal.12153
Waheed, M., Kaur, K., & Qazi, A. (2016). Students’ perspective on knowledge quality in elearning context: A qualitative assessment. Internet Research, 26(1), 120-145. doi:https://doi.org/10.1108/IntR-08-2014-0199
World Bank. (2019). MENA economic update. Retrieved from https://bit.ly/3PPofhc
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2022-06-19
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