الخداع التسويقي و مخاطره على الصورة الذهنية للشركات : دراسة تطبيقية على زبائن شركة جوال من طلبة الدراسات العليا في كلية الاقتصاد و العلوم الإدارية-جامعة الأزهر-غزة

Abstract EN

This study aimed at identifying marketing deception and its risks on the mental image of the organization, the descriptive and analytical method was used to test the research hypotheses, the data was collected through a questionnaire designed to analyze the views of Jawwal customers in the faculty of economics and administrative sciences-al-Azhar university-Gaza, the researchers used the random sampling method, where (80) questionnaires were distributed to the study population, and (75) questionnaires were obtained, valid for analysis, with a response rate (93.8%).the study found that there is a statistically significant relationship at (0.05 ≤ α) between marketing deception and mental image between marketing deception and mental image among students of the faculty of economics and administrative sciences-al-Azhar university-Gaza who use the services of a Jawwal company.

the study concluded with a set of recommendations the most important of which were : the company must provide accurate promotional information that is not exaggerated and that is consistent with consumers' culture, announcing prices that appropriate the quality of the service provided, and fulfilling promises on time.