Browse > Article
http://dx.doi.org/10.13106/jafeb.2022.vol9.no6.0207

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

ALQAYSI, Sahar Jalal (College of Graduate Study, Universiti Tenaga Nasional)
ZAHARI, Abdul Rahman (College of Business Management and Accounting, Universiti Tenaga Nasional)
Publication Information
The Journal of Asian Finance, Economics and Business / v.9, no.6, 2022 , pp. 207-217 More about this Journal
Abstract
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.
Keywords
Marketing Deception; Brand Image Deception; Consumer Buying Behavior; Consumer Attitude; Theory of Planned Behavior;
Citations & Related Records
Times Cited By KSCI : 7  (Citation Analysis)
연도 인용수 순위
1 Lee, Y., & Li, X (2018). An examination of the relationships among consumers' personality traits, media brand personality, and consumer media use. Chinese Journal of Communication Research, 34, 119-163.
2 Najeeb, U., & Hussain, M. (2015). Impact of unethical advertising, misleading information or deceptive advertising on customer purchasing intention with mediating effect of word of mouth: case of Pakistan. International Journal of Innovation and Economic Development, 1(4), 49-69.   DOI
3 Ray, L. (2018, April 20). What is the worst thing about deceptive advertising? USA Today Network. https://yourbusiness.azcentral.com/worst-thing-deceptive-advertising-10156.html
4 Schellong, M., Kraiczy, N. D., Malar, L., & Hack, A. (2019). Family firm brands, perceptions of doing good, and consumer happiness. Entrepreneurship Theory and Practice, 43(5), 921-946.   DOI
5 Suki, K. (2014). Does celebrity credibility influence Muslim and non-Muslim consumers' attitudes toward brands and purchase intention. Journal of Islamic Marketing, 5(2), 227-240.   DOI
6 Nguyen, T. N. D., Dang, P. N., Tran, P. H., & Nguyen, T. T. T. (2022). The Impact of consumer ethnocentrism on purchase intention: An empirical study from Vietnam. Journal of Asian Finance, Economics, and Business, 9(2), 427-436. https://doi.org/10.13106/jafeb.2022.vol9.no2.0427   DOI
7 Bukhari, F. A., Rizwan, M., Liaquat, K., Ashraf, R., Ali, S. M., Azeem, S. R., & Ali, M. A. (2013). An investigation of customers to explain the purchase intentions of expensive mobile phones. Journal of Basic and Applied Scientific Research, 3(11), 87-96.
8 Vo, M. S., Tran, N. P., Nguyen, T. K. T., Huynh, T. C. T., Nguyen, T. K. L., Thach, L. P. N., ... Tran, T. T. S. (2022). The Impact of Country of Origin on Consumption Intention: A Case Study of COVID-19 Vaccines in Vietnam. The Journal of Asian Finance, Economics and Business, 9(4), 121-129. https://doi.org/10.13106/Jafeb.2022.Vol9.No4.0121   DOI
9 Verstraten, R. L. (2015). The effect of advertising credibility: could it change consumers' attitudes and purchase intentions [Master thesis, Erasmus School of Economics, Sweden]. https://thesis.eur.nl/pub/31376/Verstraten-R.M.-356757rv-.pdf
10 Kim, M. M. (2020). Purchase intention in the online open market: do concerns for e-commerce really matter? Sustainability, 12, 773. https://doi.org/10.3390/su12030773   DOI
11 Haefner, J., Rosenbloom, A., & Haefner, M. (2016). Global brand purchase intentions and the South African consumer. In: K. Plangger (Eds), Thriving in a new world economy. developments in marketing science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-24148-7_110   DOI
12 Sun, H. M. (2019). Toward a theory of ethical consumer intention formation: Re-extending the theory of planned behavior. AMS Review, 10, 260-278. https://doi.org/10.1007/s13162-019-00156-6   DOI
13 Wilkins, S., Beckenuyte, C., & Butt (2016). Consumers' behavioral intentions after experiencing deception or cognitive dissonance caused by deceptive packaging, package downsizing, or slack filling. European Journal of Marketing, 50(1), 213-235. https://doi.org/10.1108/EJM-01-2014-0036   DOI
14 World Bank Report. (2019, April). MENA Economic Update. https://www.worldbank.org/en/region/mena/publication/menaeconomic-monitor
15 Mobrezi, H., & Khoshtinat, B. (2016). Investigating the factors affecting female consumers' willingness toward green purchases based on the model of planned behavior. Procedia. Economics and Finance, 36, 441-447.   DOI
16 Lee, X., & Jin, L. M. (2019). The role of ethical marketing issues in a consumer-brand relationship. Sustainability, 11(6536). https://doi.org/10.3390/su11236536   DOI
17 Ashinze, P. C., Tian, J., Ashinze, P. C., & Shaheen, N. (2021). A multidimensional model of sustainable renewable energy linking purchase intentions, attitude, and user behavior in Nigeria. Sustainability, 13(19), 10576.   DOI
18 Garcia, N. P., Gil-Saura, I. G., Orejuela, A. R., & Siqueira-Junior, J. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), 1-11.
19 Ali, M. R., Shafiq, M., & Andejany, M. (2021). Determinants of consumers' intentions towards the purchase of energy-efficient appliances in Pakistan: An extended model of the theory of planned behavior. Sustainability 13(2), 565.   DOI
20 Mohsen, R., & Enad, L. (2019). The effect of marketing deceptive practices on the organizational mental image from a customer viewpoint (analytical study of the insurance industry). Journal of the University of Babylon for Pure and Applied Sciences, 27(2), 44-66.   DOI
21 LaMarco, N. (2018). Negative effects of false advertising small business. https://smallbusiness.chron.com/ethics-magazineadvertising-policies-11239.html
22 Farah, R. (2017). Application of the theory of planned behavior to customer switching intentions in the context of bank consolidations. International Journal of Bank Marketing, 35(1), 147-172.   DOI
23 Fornell, R., & Larcker, T. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312   DOI
24 Al Habash, M., & Turkan (2019). The impact of marketing deception in building a mental image of the consumer in the services market. Bingol University Journal of Economics and Administrative Sciences, 3(1), 49-73.
25 Jung, N. Y., & Seock, Y. K. (2016). The impact of corporate reputation on brand attitude and purchase intention. Fashion and Textiles, 3(20). https://doi.org/10.1186/s40691-016-0072-y   DOI
26 Wijekoon, R. S., & Sabri, T. (2021). Determinants that influence green product purchase intention and behavior: a literature review and guiding framework. Sustainability, 13, 6219. https://doi.org/10.3390/su13116219   DOI
27 Zaremohzzabieh, Z., Ismail, N., Ahrari, S., & Abu Samah, A. (2021). The effects of consumer attitude on green purchase intention: A meta-analytic path analysis. Journal of Business Research, 132, 732-743. http://doi.org/10.1016/j.jbusres.2020.10.053   DOI
28 Huang, X. M., & Lai, P. N. (2017). The impacts of attachment style on brand intimacy and brand loyalty in the digital era: The moderating effects of brand personality. International Journal of Commerce and Strategy, 9(3), 163-186.
29 Khalil, L. M. (2019). The role of cultural consumption in an increase of deception marketing, a sample survey of cosmetic users' employees in the college of administration & economics at the University of Mosul. Journal of Economics and Administrative Sciences, 25(113), 124-136. http://www.diva-portal.org/smash/get/diva2:238020/fulltext01.pdf   DOI
30 Lafta, M. M. (2015). The causes of the phenomenon of marketing deception and its impact in the areas of consumer protection/search exploratory of the consumers perspective. Iraqi Journal of Market Research and Consumer Protection, 8(2), 53-65. https://jmracpc.uobaghdad.edu.iq/index.php/IJMRCP/article/view/51
31 Massoudi, A., & Fatah, S. (2021). Advancing small and medium-size enterprises' performance by adopting marketing and service innovation. International Journal of Procurement Management, 14(6), 742-758.   DOI
32 Najar, A. H., & Hamid Rather, A. (2021). The mediating role of guest's attitude toward the impact of UGC benefits on purchase intention of restaurants; Extending social action and control theories. Journal of Foodservice Business Research, 24(3), 249-273.   DOI
33 Nghiem-Phu, B. (2022). Consumer Behaviour Towards Purchasing Feng Shui Goods: An Empirical Study from Vietnam. The Journal of Asian Finance, Economics and Business, 9(1), 83-92. https://doi.org/10.13106/Jafeb.2022.Vol9.No1.0083   DOI
34 Halkias, G., Davvetas, V., & Diamantopoulos (2016). The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference. Journal of Business Research, 69(9), 3621-3628.   DOI
35 Fu, H., Ma, H., Bianc, J., Wangd, C., Zhoue, J., & Ma (2019). Don't trick me: An event-related potential investigation of how price deception decreases consumer purchase intention. Neuroscience Letters, 713, 134522. https://doi.org/10.1016/j.neulet.2019.134522   DOI
36 Gaber, H., Labib, A., & Salem, O. (2018). The effect of marketing deception on consumer buying decisions on Facebook. an empirical study on university students in Libya. European Journal of Business and Innovation Research, 6(3), 12-18.
37 Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2017). Advanced issues in partial least squares structural equation modeling. Thousands Oak, CA: Sage Publications.
38 Hamid, M., & Bano, S. (2021). The behavioral intention of traveling in the period of covid-19: an application of the theory of planned behavior (TPB) and perceived risk. International Journal of Tourism Cities, 14, 138.
39 Arslan, M. (2014). Impact of brand image and service quality on consumer purchase intention: a study of the retail store in Pakistan. Research on Humanities and Social Sciences, 4(2), 98-106.
40 Arli, D., Badejo, B., Carlini, J., France, C., Jebarajakirthy, C., Knox, K., Pentecost, R., Perkins, H., Thaichon, P., & Wright, S. (2019). Predicting intention to recycle based on the theory of planned behavior. International Journal of Nonprofit and Voluntary Sector Marketing, 25(2), 1-14. https://doi.org/10.1002/nvsm.1653   DOI
41 Assi, A. M. H., & Wadi, R. (2015). The impact of marketing deception on building the mental image of the consumer in the services market. Bingol University Journal of Economics and Administrative Sciences, 3(1), 49-73. https://doi.org/10.33399/biibfad.492611   DOI
42 Chen, R. L. (2007). Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: moderating effects of food-related personality traits. Food Quality and Preference,18(7), 1008-1021.   DOI
43 Chin, R. (1998). The partial least squares approach to structural equation modeling. In: G. A. Marcoulides (Ed.), Modern methods for business research (Vol. 295). London: Lawrence Erlbaum Associates Publishers.
44 Darke, M. R., & Ritchie, K. L. (2007). The defensive consumer: advertising deception, defensive processing, and distrust. Journal of Marketing Research, 44, 114-127. https://doi.org/10.1509/jmkr.44.1.114   DOI
45 Sheeraz, M., Khattak, A. K., Mahmood, S., & Iqbal, N. (2016). Mediation of attitude toward brand on the relationship between service brand credibility and purchase intentions. Pakistan Journal of Commerce and Social Sciences, 10(1), 149-163.
46 Hayder, R. (2017). Deceptive advertising and purchase behavior of university students: a study on skin-care products in Bangladesh. Global Journal of Management and Business Research, 17(2), 66-76.
47 Das, G. (2015). Linkages between self-congruity, brand familiarity, perceived quality and purchase intention: A study of fashion retail brands. Journal of Global Fashion Marketing, 6(3), 180-193   DOI
48 Okorie, N., & Agbaleke, D. (2017). Celebrity endorsement influence on brand credibility: a critical review of previous studies. Online Journal of Communication and Media Technologies, 7(1), 15-32. http://doi.org/10.29333/ojcmt/2577   DOI
49 Riley, D., Charlton, N., & Wason, H. (2015). The impact of the brand image fit on attitude towards a brand alliance. Management & Marketing. Challenges for the Knowledge Society, 10(4), 270-283.
50 Riquelme, I. P., & Roman, S. (2014). The influence of consumers' cognitive and psychographic traits on perceived deception: A comparison between online and offline retailing contexts. Journal of Business Ethics, 119(3), 405-422. http://doi.org/10.1007/s10551-013-1628-z   DOI
51 Duffett, M. (2015). Facebook advertising's influence on intention to purchase and purchase amongst millennials. Internet Research Journal, 25, 498-526. https://doi.org/10.1108/IntR-01-2014-0020.   DOI
52 Aditya, R. N. (2001). The psychology of deception in marketing: A conceptual framework for research and practice. Psychology & Marketing, 18(7), 735-761. https://doi.org/10.1002/mar.1028   DOI
53 Jeong, R. N., & Yoo, X. M. (2011). Deceptive advertising and abnormal stock returns. International Journal of Advertising: The Review of Marketing Communications, 30(3), 509-535.   DOI
54 Kusi, L. Y., Domfeh, H. A., & Kim, P. (2018). Impact of celebrity advertising on purchase intention of University Students. Wseas Transactions on Business and Economics, 15, 128-142. https://www.wseas.org/multimedia/journals/economics/2018/a285907-588.php
55 Takaya, R. (2019). Antecedents analysis of purchase intention. Business and Entrepreneurial Review, 16(1), 1-16.   DOI
56 Abdulbaqi, H. M. M. (2020). Impact of deceptive advertising on consumer buying decision on social media with mediating word of mouth: an empirical study from University of Tabuk, Saudi Arabia. Journal of Economic, Administrative, and Judicial Sciences, 7(4), 159-185.
57 Al-Zyadat, A. (2017). Consumers attitudes toward marketing deception in the advertisement: An empirical study in Irbid City-Jordan. Saudi Journal of Business and Management Studies, 2(3), 143-148. https://doi.org/10.21276/sjbms.2017.2.3.5   DOI
58 Amoako, G. K., Dzogbenuku, R. K., & Abubakari, A. (2020). Does green knowledge and attitude influence the youth's green purchasing? Theory of planned behavior. International Journal of Productivity and Performance Management, 69(8), 1609-1626.   DOI
59 Charton-Vachet, F., Lombart, C., & Louis, D. (2020). Impact of attitude towards a region on purchase intention of regional products: the mediating effects of perceived value and preference. International Journal of Retail & Distribution Management, 48(7), 707-725.   DOI
60 Chiu, X., & Leng, Y. (2016). Consumers intend to purchase counterfeit sporting goods in Singapore and Taiwan. Asia Pacific Journal of Marketing and Logistics, 28(1), 23-36.   DOI
61 Frank, P., & Watchravesringkan, K. T. (2016). Exploring antecedents and consequences of young consumers' perceived global brand equity. Journal of Product & Brand Management, 25(2), 160-170.   DOI
62 Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 3(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203   DOI
63 Hartono, X. R., & Dewi, A. L. (2019). Development of electric digital long expansion experiment tools. Semarang, Central Java, Indonesia: ICET.
64 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.   DOI
65 Shen, L., & Ahmad, M. M. (2022). The influence of brand image and favorability toward citizens in a product's country of origin on product evaluation: moderating effects of switching costs. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.740269   DOI
66 Sun, H. H., & Li, M. (2016). The congruence between brand personality and self-concept and its effect on consumers' attitudes towards online shopping. Journal of Cyber Culture and Information Society, 30, 25-60.
67 Tarboush, Z., & Bokedrown, N. (2017). The effect of marketing deception on the perceived value of the consumer [Master Thesis, Djilali Bounaama University]. Unpublished.
68 Held, R., & Germelmann, J. (2018). Deception in consumer behavior research: A literature review on objective and perceived deception. Projection, 3(3), 119-145. https://doi.org/10.3917/proj.021.0119   DOI
69 Ahmed Sallam, M., & Ali Algammash, F. (2016). The effect of attitude toward advertisement on attitude toward brand and purchase intention. International Journal of Economics, Commerce and Management, 4(2), 21-29.
70 Al-Bayati, H. S., & Al-Rabaiwi, S. H. (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. https://doi.org/10.33095/jeas.v26i121.1939   DOI
71 Keller, K. L., & Kotler, P. (2016). Marketing management. New York: Pearson Education.
72 Al-Heali, A. (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.
73 Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: a test of competing models. Information Systems Research, 6(2),144-176. https://www.jstor.org/stable/23011007   DOI