Purpose: The effects of deceptive advertising practices on customer loyalty towards mobileservice providers have been investigated empirically by this study. The main contribution ofthis study is to investigate the perceived deception-customer loyalty relationship under themoderating effect of corporate image and mediating effect of customer trust. The study is done in the context of Pakistan’s telecommunication sector.Existing literature is insufficient to explain perceived deception and customer loyalty relationship. We proposed a model to test and explain the interrelationship of deception,trust, loyalty and corporate image. Research Methodology: we have adopted quantitative research method, according to needof our study. A total sample of 232 respondents has been achieved with the help of selfadministeredquestionnaire. Measurement scale for perceived deception were taken fromChaouachi & Rached (2012) and for corporate image, customer trust and customer loyaltyhave been found from Aydin & Özer (2005). Analysis & Findings: Descriptive and inferential statistical tools were used for analysis.Correlation analysis, simple and multiple regression analysis were conducted under theinferential statistical part. The findings have rejected the proposed hypothesis that perceiveddeception is negatively associated with customer trust and loyalty. We found customer trustas a mediator between perceived deception and customer loyalty while corporate imagemoderates the relationship between perceived deception and customer trust. Research Limitations: the study could not achieve highly representative sample of overallpopulation as Facebook was selected to conduct survey due to time constraint. Implications and future research: The study shows that deception in advertising perceivedby customer does not affect trust and loyalty in a negative way which suggests that there areadditional factor that can explain the relationship further. A comparative study withqualitative focus could be revealing in this context.

This work deals with advertising and its regulation both through legal norms and ethical self-regulation. Aim of the thesis is to define the scope given to advertising hyperbole and exaggeration by legal and ethical rules and based on selected decisions of the Czech Advertising Standards Council and rulings of Czech courts to provide a set of advice on how to use hyperbole in advertising. As groundwork for the research on the restrictions affecting use of advertising hyperbole there has been analyzed Czech legal and self-regulatory framework of advertising.

Universiẗat, Diss.--Freiburg. i. Br., 2005. / Literaturverz. S. 274 - 285.

Thesis (doctoral)--Albert-Ludwigs-Universität Freiburg im Breisgau, 2007. / Includes bibliographical references (p. 271-284).

Submitted by Daniel Kamlot (danielkamlot@yahoo.com.br) on 2013-05-08T20:27:41Z No. of bitstreams: 1 TESE_DanielKamlot_versaoDEFINITIVA.pdf: 2573978 bytes, checksum: 5576ea87758ef99c276da9b79d943ac3 (MD5) / Approved for entry into archive by ÁUREA CORRÊA DA FONSECA CORRÊA DA FONSECA (aurea.fonseca@fgv.br) on 2013-05-15T20:25:35Z (GMT) No. of bitstreams: 1 TESE_DanielKamlot_versaoDEFINITIVA.pdf: 2573978 bytes, checksum: 5576ea87758ef99c276da9b79d943ac3 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-05-21T13:00:34Z (GMT) No. of bitstreams: 1 TESE_DanielKamlot_versaoDEFINITIVA.pdf: 2573978 bytes, checksum: 5576ea87758ef99c276da9b79d943ac3 (MD5) / Made available in DSpace on 2013-05-21T13:00:45Z (GMT). No. of bitstreams: 1 TESE_DanielKamlot_versaoDEFINITIVA.pdf: 2573978 bytes, checksum: 5576ea87758ef99c276da9b79d943ac3 (MD5) Previous issue date: 2013-04-26 / A propaganda vem se difundindo de formas as mais variadas há muito tempo. Não é incomum, entretanto, que em vez de ser usada para transmitir informações e características do que é anunciado, haja empresas que fazem uso de ludíbrio e engodo em suas peças publicitárias a fim de persuadir os potenciais consumidores de uma maneira condenável em termos éticos. Esta tese analisa a reação dos consumidores quando expostos a propagandas enganosas, comparando-a à daqueles que foram expostos a propagandas sem engodo, por meio de experimentos em que 359 indivíduos foram pesquisados e hipóteses testadas, com testes de média entre duas populações e o uso da Escala de Wells, analisando ainda os argumentos de publicitários e de um representante do CONAR a respeito da atuação dos profissionais desta área. Os resultados indicam que os publicitários não se baseiam em um código de conduta para a criação de propagandas visando ao respeito ao cliente; eles indicam que se algo lesivo ou enganoso tiver sido divulgado, isto é devido ao fato de seu cliente ter fornecido um briefing inadequado. Não há, aparentemente, questionamentos dos publicitários sobre a veracidade daquilo que o cliente lhes transmite ao solicitar a concepção de uma propaganda. Com relação aos consumidores, percebe-se que a maioria não conhece as obrigações do CONAR nem leu o Código de Defesa do Consumidor. Eles creem que empresas com maior reputação apresentam mais credibilidade em relação ao que transmitem em suas propagandas, e confundem artifícios legais com enganosos. A maioria dos consumidores que já foi enganada por uma propaganda nunca agiu contra a empresa responsável após ter percebido o que ocorrera. Os principais artifícios usados em propagandas foram testados, tendo sido possível perceber que, ainda que não interfiram em grande magnitude na intenção de compra, são responsáveis por confundir em diversas situações os consumidores, como observado nos casos do uso das expressões 'apenas', 'a partir de' e no uso de letras miúdas para 'fornecer' informações. As políticas públicas propostas servem para organizar os achados desta tese e o que já foi publicado na literatura sobre o tema, visando a recomendar formas de se educar os consumidores, de se agir em prol de uma sociedade em que propagandas enganosas não sejam algo tão corriqueiro e de punir e controlar aquilo que é divulgado em mensagens que a cada momento atingem uma enorme quantidade de indivíduos, influenciando suas decisões de compra. / Advertising has been disseminated in different ways for a long time. It is not uncommon, however, that instead of being used to transmit information and characteristics about what is advertised, companies use deceit and deception in their advertising to persuade potential consumers in a way that is reprehensible in ethical terms. This thesis examines consumer reaction when exposed to misleading advertisements, comparing it to those who were exposed to advertisements without deception, through experiments in which 359 individuals were surveyed and hypotheses were tested, using difference between two population means tests and the use of Wells Reaction Scale, also analyzing the arguments of admen and of a representative of CONAR about the role of professionals in this area. The results indicate that advertisers are not based on a code of conduct when they create advertisements aiming at respect for the client; they indicate that if something harmful or deceptive has been released, this is due to the fact his client has provided an inappropriate briefing. Apparently the advertisers do not question the veracity of what the client transmits them to request the design of an advertisement. With respect to consumers, it is clear that most do not know the obligations of CONAR neither read the Consumer Code of Protection. They believe that companies with the highest reputation provide more credibility in their advertisements, and they also confuse legal artifices with misleading ones. Most consumers who have been deceived by advertising never acted against the company responsible after having realized what had happened. The main stratagems used in advertisements were tested, and it was possible to realize that, even not interfering with large magnitude in purchase intention, are responsible for confusing consumers in various situations, such as in cases of the use of expressions 'only', 'from' and the use of fine print to 'provide' information. The public policies that have been proposed helps to organize the findings of this thesis and what has been published in the literature on the subject, in order to recommend ways to educate consumers, to act in a society in which misleading advertisements should not be a ususal tool and punish and control what is disclosed in messages that reach a huge number of individuals, influencing their purchase decisions.