This study examines the effects of deceptive advertising on consumer perception, brand image, and customer loyalty in the dietary supplement sector. Despite the growing body of research on deceptive advertising, its simultaneous and multidimensional effects on both brand image and customer loyalty remain underexplored, particularly within health-related product categories. To address this gap, survey data were collected from 399 consumers in Gaziantep, Türkiye, and analyzed using confirmatory factor analysis (CFA) and multiple regression. The findings reveal that all five sub-dimensions of perceived deceptiveness (perceived reality, consequential evaluation, ethical evaluation, security evaluation, and legal evaluation) have significant and negative effects on both brand image and customer loyalty. Furthermore, cognitive and affective loyalty significantly predict brand image, while behavioral loyalty does not. These results underscore the importance of ethical and transparent advertising strategies for sustaining long-term brand relationships in sensitive consumer markets.
Erkut Kuldaş (Sat,) studied this question.