Broken Promises: The Impact of Misleading Marketing on Consumer Trust and Brand Loyalty

Abstract

In an era characterized by aggressive marketing tactics and increasing consumer awareness, the integrity of brand communication has become more critical than ever. This study investigates the pervasive issue of misleading marketing and its detrimental impact on two key pillars of consumer-brand relationships: trust and brand loyalty. Misleading marketing encompasses a range of deceptive practices, including exaggerated claims, selective information disclosure, manipulated imagery, and fine print disclaimers, all of which are designed to influence purchasing behavior under false pretenses. Using a mixed-methods approach, this research combines a structured survey of 300 consumers with semi-structured interviews conducted with 15 marketing professionals and consumer rights advocates. The survey measures consumer responses to both real-world and hypothetical misleading advertisements, evaluating the effects on perceived trustworthiness, satisfaction, and long-term brand commitment. The qualitative interviews provide deeper insights into the rationale behind these marketing strategies and the ethical considerations they raise.