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

Najeeb Ullah and Mustansar Hussain
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Mustansar Hussain: King AbdulAziz University, Jeddah, Kingdom of Saudi Arabia

International Journal of Innovation and Economic Development, 2015, vol. 1, issue 4, 49-69

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.

Keywords: Unethical advertising; Misleading information; Deceptive advertising; Stereotyping advertising; Word of mouth; Customer purchase intention (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2015
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