nep-mkt New Economics Papers
on Marketing
Issue of 2019‒04‒08
three papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Good practice guide on online advertising: Protecting consumers in e-commerce By OECD
  2. The impact of deceptive advertising on Customer loyalty: A case of Telecommunication industry in Karachi, Pakistan By Iqbal, Saira; Siddiqui, Dr. Danish Ahmed
  3. U.S. National Economic Contribution of Generic Food and Agricultural Product Advertising By Gary W. Williams; Oral Capps, Jr.; Daniel Hanselka

  1. By: OECD
    Abstract: This paper aims to complement the OECD Recommendation of the Council on Consumer Protection in E-Commerce by elaborating on its key principles in the context of online advertising and offering practical guidance on how to apply these principles. For these purposes, the guide provides a number of good practice examples from policy makers, consumer enforcement agencies, and stakeholders that are relevant to the key principles. Building on those examples, the guide also offers tips for businesses in four areas of online advertising: (i) misleading marketing practices; (ii) ad identification; (iii) endorsements; and (iv) protection of children or vulnerable consumers.
    Date: 2019–03–28
  2. By: Iqbal, Saira; Siddiqui, Dr. Danish Ahmed
    Abstract: This study examined the impact of deceptive advertising on customer loyalty in the telecommunication industry of Karachi, Pakistan. This research was quantitative in nature. The sample size was 250, questionnaires were distributed electronically and manually. Exploratory Factor Analysis (EFA) was used to analyze the data with the help of SPSS. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) using AMOS, conducted to ensure the model and testing the hypothesis. The outcome of the present study verifies that word of mouth has a strong significant influence on customer loyalty. Hence customer satisfaction and customer trust are causing word of mouth in a positive and significant way. So it shows that there is a positive and strongly significant influence of customer satisfaction and trust on customer loyalty with the mediation of word of mouth. On the other hand, deceptive ads are causing word of mouth in a negative way. Hence it is concluded that deceptive ads have a negative influence on customer loyalty with the mediation of word of mouth. This study suggested that in order to increase customer loyalty and build a long-term relationship with the customer's telecom companies should focus on accurate information and rendering the level of competitive services to their customers.
    Keywords: Deceptive advertising, customer satisfaction, loyalty. word of mouth, customer trust.
    JEL: M31
    Date: 2019–03–31
  3. By: Gary W. Williams; Oral Capps, Jr.; Daniel Hanselka
    Abstract: Agricultural promotion groups (APGs) promote the economic welfare of agricultural producers by financing generic advertising and promotion activities intended to expand demand for their commodities in hopes that the benefits will more than cover the cost. A review of the most recent evaluations of 27 major U.S. APG generic advertising and promotion programs conducted by many different researchers using widely different techniques concludes that that those programs have effectively enhanced the profits of their respective stakeholders and generated high rates of returns to the dollars invested in those programs. Importantly, this study finds that the success of those programs in supporting and growing their respective sectors of agriculture has spilled over to the general economy. The programs have created an important multiplier effect through the economy. In the process, jobs have been created; income has been generated; and economic growth has occurred.
    Keywords: Agribusiness, Agricultural and Food Policy, Marketing
    Date: 2017–11–27

This nep-mkt issue is ©2019 by Marco Novarese. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
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