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Merchandising/Marketing/Retailing: Branding

Misleading, Not False – The Risks of Deception and Hypocrisy

Authors
  • Saheli Goswami orcid logo (University of Rhode Island)
  • Geetika Jaiswal (NC A&T State University)

Abstract

This research investigates how deceptive marketing (truthful but misleading), pertaining to sustainability claims within the fashion industry, influences consumers' perceptions and relationships with the brand using single-factor experimental research.

Keywords: deception, misleading, marketing messages, hypocrisy, relationship strength

How to Cite:

Goswami, S. & Jaiswal, G., (2022) “Misleading, Not False – The Risks of Deception and Hypocrisy”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13560

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Published on
15 Sep 2022
Peer Reviewed
License
Creative Commons Attribution 4.0