Impact of Deceptive Advertising on Corporate Image: A Case Study of Nigeria Bottling Company Plc

Samson Omoruyi Ugowe, Quadri Ige Adeshola, Idris Ndakene Abubakar, Emmanuel Odufu Isika, Husseini Abalaka Faruna, Somtochukwu Agatha Edeh

Abstract


This study investigates the impact of deceptive advertising on the corporate image of Nigeria Bottling Company Plc (NBC) in Lagos, Nigeria. Using structured questionnaires administered to 100 diverse consumers, the research examines how deceptive advertising influences consumer behavior and brand reputation. Findings reveal that while advertising effectively informs and persuades, deceptive practices erode trust and harm corporate image. Chi-square analysis confirms a significant negative impact on consumer behavior and company reputation. The study recommends transparent advertising strategies and regulatory oversight to enhance long-term credibility and consumer loyalty in Nigeria’s competitive beverage market.The findings underscore the need for businesses to adopt ethical marketing practices and foster transparent communication to maintain a positive public image. This is especially vital in the Nigerian beverage industry, where consumer trust directly influences brand competitiveness and loyalty. 

Keywords


Deceptive Advertising, Corporate Image, Consumer Trust, Brand Reputation, Marketing Ethics, Nigeria Bottling Company, Consumer Behavior

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References


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DOI: http://dx.doi.org/10.52155/ijpsat.v52.2.7473

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