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1. The influence of deceptive advertising on customer trust and loyalty : A Study of Telecom Sector in Pakistan
University essay from Umeå universitet/FöretagsekonomiAbstract : Purpose: The effects of deceptive advertising practices on customer loyalty towards mobileservice providers have been investigated empirically by this study. The main contribution ofthis study is to investigate the perceived deception-customer loyalty relationship under themoderating effect of corporate image and mediating effect of customer trust. READ MORE
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