The Effect of Deceptive Brand Image on Consumer Purchase Intention: Empirical Evidence from Iraqi Market

• 발행기관: 한국유통과학회
• 저자명: Sahar Jalal ALQAYSI Abdul Rahman ZAHARI
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 9 No.6, 207~217쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.06.30

영문 초록

In recent years, the Iraqi market witnessed a large opening that resulted from the entry of many different products with an absence of government regulations. As a result, marketing deception practices have emerged as a new phenomenon. This study examines the effect of deceptive brand image on consumer purchase intention, with consumer attitude as a mediator. A quantitative method was applied in the form of a questionnaire distributed to shoppers at Carrefour Supermarket in Erbil, Kurdistan Region of Iraq. A random sampling technique was conducted. Subsequently, 200 questionnaires were distributed, and 175 valid questionnaires were analyzed, indicating an 87% response rate. Partial least squares structural equation modelling (PLS-SEM) has been utilized to test the hypothesis. The result showed that brand image deception has a negative impact on consumer purchasing intention. Also, attitude mediates the relationship between deceptive brand image and consumer purchase intention. The empirical finding confirms that deceptive marketing practices such as brand deception can change the attitude of consumers negatively toward brands and, therefore, affect the consumer purchase intentions. The findings suggest that honest brand marketing is beneficial in increasing the attitude toward the brand. This strategy will increase consumer purchase intentions.

목차

1. Introduction

2. Literature Review and Hypotheses

3. Research Methods and Materials

4. Results and Discussion

5. Conclusion and Implications

References

키워드

Marketing Deception Brand Image Deception Consumer Buying Behavior Consumer Attitude Theory of Planned Behavior