Deceptive advertisement and consumer's brand trust.

Abstract

Deceptive advertisements start when a firm or company supports its product or services with the help of misleading, untrue, or confusing statements. In today's competitive business environment, deceptive advertisements influence purchase decisions among customers. This study aims to understand the influence of deceptive advertisements on consumers’ brand trust, especially in the dietary supplement sector. The participants of this study were a hundred residents of Davao City who were selected using purposive sampling. The questionnaire used in the study was adapted and modified. A descriptive method was utilized to distribute questionnaires and collect and gather the data for this study. The statistical tools employed in treating the problem were mean and Chi-Square. It has been revealed in the study that fake claims have the highest mean among other indicators, which implies that consumers most likely believe that a fake claim is more compelling and has persuaded them to acquire dietary products and that fake claims have significantly impacted the number of deceptive advertisements and consumer brand trust. Spearman's rank correlation has been used to examine the impact of misleading advertising on customers' brand trust, which showed that the three indicators of deceptive advertisements, namely fake claims, deceptive prices, and puffery, have an enormous effect on customer trust in the brand. Based on the result, researchers recommended that businesses improve their products, be open to more ideas that will not compromise consumers and offer great value in terms of choice.