THE ROLE OF BRAND IMAGE IN THE RELATIONSHIP BETWEEN CONSUMER PERCEPTIONS TOWARDS DECEPTIVE ADVERTISING AND PURCHASE INTENT

Abstract

The purpose of this study is to examine the relationship between consumers' perceptions of deceptive advertisements and their purchase intentions and the role played by brand image in this context. The sample group of the study was created using the convenience sampling method. The survey method was preferred for data collection in this study. The survey form prepared in the online environment includes brand image, perceived deception in the advertisement, purchase intention scales and demographic questions. SPSS 25.0 and SPSS process program were used to analyze the data in the study. Regression analysis, correlation analysis, validity and reliability analyses, confirmatory factor analysis, normal distribution and frequency analyses were used within the scope of the research. The role of brand image in the relationship between consumer perceptions of deceptive advertisements and purchase intention was also determined by regression analyses. The mediating role of brand image in the effect of sub-dimensions of perceived deception in advertising on purchase intention was investigated. As a result of the analyses, it was concluded that five sub-dimensions of consumer perceptions towards deceptive advertisements affected purchase intention both significantly and negatively. It was concluded that five sub-dimensions of consumer perceptions towards advertisements also affected brand image both significantly and negatively.