Abstract:
In This Research thesis, exploration on the relationship among
humor advertising, Deceptive advertising and consumer brand
loyalty has been done. The data is collected for this research
study through Questionnaire. Population of this research study
is Ufone network User from which sample of 300 subscriber is
taken. Consumer brand loyalty is used to measure the consumer`s
buying behavior and advocacy that how can be consumer buying
behavior improved and how can advertising impact on positive
word of mouth. It is used to develop a good or bad image of the
brand which is being perceived by the consumer. Humor includes
Exaggeration and comparison while deception includes implicit
deception and explicit deception on the other hand consumer
brand loyalty include purchase behavior and advocacy.
After doing research the conclusion of the research that humor
have positive relationship with the consumer brand loyalty and
deception have negative relationship with the consumer brand
loyalty. Results have shown that a lot of managers are using
humor advertising as tool to effect the loyalty of consumers
toward the brand. Some consumer’s loyalty is affected negatively
and some consumers loyalty is affected positively through the
use of humor advertising while deceptive advertising affect
negatively.
