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Original Research
Published 5 October 2026
The dark side of marketing deception: a multidimensional analysis of customer punitive intentions and switching behaviour
Manal A. Ghoneim · Wageeh A. Nafei · Abdallah M. Elshaer · Abu Elnasr E. Sobaih · Ali Saleh Alshebami · Ahmed E. Abu Elnasr
Frontiers in Communication
doi 10.3389/fcomm.2026.1886907