Asian Journal of Business and Management (ISSN: 2321 - 2802) Volume 02– Issue 06, December 2014 Asian Online Journals (www.ajouronline.com ) 521 The Impact of Consumer’s Perceived Deception on Brand Trust, Brand Affect, and Brand Loyalty: Deceptive Tactics as an Impediment to Consumer Trust Muhammad Kashif Javed 1 , Zhineng Hu 2 , Jiuping Xu 3 , Abid Hussain Nadeem 4 1 Business School, Sichuan University, Chengdu, 610065, P.R. CHINA 2 Business School, Sichuan University, Chengdu, 610065, P.R. CHINA 3 Business School, Sichuan University, Chengdu, 610065, P.R. CHINA Corresponding author’s email: xujiuping {at} scu.edu.cn 4 Islamia University, Bahawalpur, Pakistan _________________________________________________________________________________ ABSTRACT---- Data have been collected in the electronics sector among 310 real consumers concerning their perceptions of deception and how these impact their reactions, in terms of brand trust, brand affect, and brand loyalty. A hypothetical framework is developed and tested. Structural equation modeling (SEM) is used to test the proposed relationships. This paper analyzes the relation between brand trust, affect, and loyalty at product level, and consumer’s perceived deception at corporate level. The results showing that there is a negative relationship between consumers’ perceived deception and brand trust. But brand trust has positive influence on brand affect and brand loyalty. Further, brand affect also positively relate to brand loyalty. This research confirmed that high levels of perceived deception decreases consumer trust toward a brand, which finally has negative impact on brand loyalty. The managerial implications of the outcomes are also discussed. Keywords--- Brand trust, Perceived deception, Brand affect, Brand loyalty, Structural equation modeling _________________________________________________________________________________ 1. INTRODUCTION Deception is one of the tactics that negotiators frequently use to increase others compliance and to enhance their personal benefits (Triandis, 2001). The parties concerned in negotiations have partial and confidential information (Gino and shea, 2012); therefore, negotiators face the temptation to employ deception as a defensive strategy (Dees and Cramton, 1991). Negotiation that contains a viable facet or conflict is possible to engage deceptive tactics, such as misrepresentation (O' Connor and Carnevale, 1997). In addition to situational elements, deception engages the sender (deceiver) and the receiver (truth-teller) (Buller and Burgoon, 1996). Bond and DePaulo (2008) reviewed that individual differences have been long considered in conventional deception literature, has focused on the dissimilarities of receivers or third-party observers in their individual findings of deception. The research also showed that the result of a deception finding rely moreover on a liars reliability than judges individual differences. The situation in which deception occurs is an essential part of deceptive statement (Buller and Burgoon, 1996). In the same vein, Giordano et al. (2007) states that how deceivers perform cannot be alienated from the message that they place. Deception research has mainly been paying attention to the monologue background in vis-à-vis communication. Varadarajan et al. (2010) proposed that the Web has consolidated consumer's bargaining situation, handing over them alarming tool to collect information, not just by a few but a lot of. Companies and retail chains offerings, have conventionally enjoyed a beneficial situation to influence consumer's expectations (Pitt et al., 2002), it has been stated that increasing focus on ethical issues in utilization has seen a reaction from brands depicting themselves as clean and socially responsible (Clegg, 2007). Moreover, company's deceptive policies impact consumer's behaviors and attitudes in the marketplace (Jehn and Scott, 2008). Research also shows that as a result of deceptive practices, consumers have been distrustful of marketing tactics