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Inventi Impact: Business Research & Reviews

Articles

  • Inventi:mbr/102/12
    PERCEIVED DECEPTION IN ADVERTISING: PROPOSITION OF A MEASUREMENT SCALE
    31-Dec-2012 Research 2013 : January - March
    Sawssen Garbouj Chaouachi, Kaouther Saied Ben Rached

    This paper suggests and tests a scale to measure perceived deception in advertising based on\r\nthe recommendations of Churchill (1979) and Gerbing and Anderson (1988). A literature\r\nreview and a qualitative study allowed us to generate a set of items. The results of two studies,\r\nbased on a sample of Tunisian consumers, allowed us to identify a two-dimensional structure.\r\nReliability and validity were confirmed.

    How to Cite this Article
    CC Compliant Citation: Sawssen Garbouj Chaouachi and Kaouther Saied Ben Rached, Perceived Deception in Advertising:\r\nProposition of a Measurement Scale, IBIMA Publishing Journal of Marketing Research & Case Studies Vol. 2012 (2012),\r\nArticle ID 712622, 15 pages DOI: 10.5171/2012.712622.
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