Merchandising/Marketing/Retailing: Branding
Authors: Saheli Goswami (University of Rhode Island) , Geetika Jaiswal (NC A&T State University)
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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