The alluring and deceptive force of puffery – is it waning? Comparing brand puffery and brand genuinuity advertising appeals within a luxury automotive context

Abstract

ABSTRACT This study seeks to better understand how consumers perceive brand puffery compared to when an alternate brand genuinuity appeal is employed within a luxury automotive context. The study employed a factorial experimental design to explore how the advertising appeals (brand genuinuity and brand puffery) differed against a control group. Further, the moderating role of brand familiarity and inferences of manipulative intent are explored. A total of 746 usable responses were collected and analysed. The results suggested that brand puffery is less likely to lead to intention to purchase compared to the alternate brand genuinuity. In addition, the results showed that brand puffery is a peripheral appeal compared to brand genuinuity, which is a cognitive appeal. The results provide brands, managers, and marketing practitioners with new insights into the limitations of using techniques such as brand puffery, which is often perceived as deceptive, and suggests new ways to differentiate and resonate with consumers.