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Impact of Unethical Advertising, Misleading Information or Deceptive Advertising on Customer Purchasing Intention with Mediating Effect of Word of Mouth: Case of Pakistan

Author

Listed:
  • Najeeb Ullah
  • Mustansar Hussain

    (King AbdulAziz University, Jeddah, Kingdom of Saudi Arabia)

Abstract

This paper aims to study the effect of Unethical advertising, misleading information or deception and stereotyping advertising impact on Customer purchase intention with mediating effect of word-of-mouth (WOM) in Pakistan. Based on variables, the authors tried to identify the effects of each variable to customer satisfaction. Data were collected through field research (questionnaire) among 600 Respondent who have their own different levels and fields like, Employee, students, and common people from twin city Islamabad & Rawalpindi. The results shows that unethical Advertising or misleading information and stereotyping advertising are negatively linked with customer buying behaviour or purchase intention, while word of mouth is also negatively associated with customer satisfaction. Limitations relate to the use of a non-probability sample and the restricted geographical area of the field research. There had a time constraint which could restrict many aspects of research for further elaboration.

Suggested Citation

  • Najeeb Ullah & Mustansar Hussain, 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, Inovatus Services Ltd., vol. 1(4), pages 49-69, October.
    • Handle: RePEc:mgs:ijoied:v:1:y:2015:i:4:p:49-69
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    References listed on IDEAS

    as
    1. Sweeney, Jill & Swait, Joffre, 2008. "The effects of brand credibility on customer loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 15(3), pages 179-193.
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    More about this item

    Keywords

    Unethical advertising; Misleading information; Deceptive advertising; Stereotyping advertising; Word of mouth; Customer purchase intention;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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