Cover
Volume 7, Issue Speical 7 (2026)

Published: November 5, 2026

Pages: 341-355

Research Article

Marketing deception and its impact on the customer's mental image: A case study in the General Company for Automotive Industry

Karrar H. Hassoun 1 Khansaa J. Abdul-Amir 1 Nouran E. Hassan 1 Nour S. Hadi 1
1Department of Business Administration, Faculty of Administrative Sciences, Almustaqbal University, Babylon, Iraq
History
  • Received: August 15, 2026
  • Available Online: November 5, 2026
DOI

https://doi.org/10.56967/ejfb20261037

Abstract

This research addressed marketing deception through its four dimensions (deception in product, deception in price, deception in entertainment, and deception in distribution) as an explanatory variable, and the customer's mental image through its four dimensions (cognitive, psychological, behavioral, and social) as a respondent variable. The research aimed to identify the effect of marketing deception on the mental image of the General Company for the Automotive Industry. The research population consisted of a sample of customers who visited the company. The sample was random, with 45 customers selected from a population of 112, and 41 valid questionnaires were retrieved, representing 37%. The research formulated a main hypothesis to test the effect relationship between the research variables. The results were extracted using ready-made statistical software (SPSS v. 22). The most important finding of the research is that the customers who visited the aforementioned company took into account the marketing methods used by the company.

Keywords

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