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The role of normative marketing ethics

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  • Laczniak, Gene R.
  • Murphy, Patrick E.

Abstract

This essay highlights the importance of normative thinking in marketing ethics and proposes avenues for future research. It begins with contrasting positive and normative ethics. Then, a brief discussion of the literature in the field is included. Arguments offered by those who tend to avoid normative analysis are examined. Four types of normative ethical theories are presented: consequentialism, duty-based ethics, contract-based morality, and virtue ethics. The essay concludes with seven future research directions for normative marketing ethics and customer-brand relationships.

Suggested Citation

  • Laczniak, Gene R. & Murphy, Patrick E., 2019. "The role of normative marketing ethics," Journal of Business Research, Elsevier, vol. 95(C), pages 401-407.
    • Handle: RePEc:eee:jbrese:v:95:y:2019:i:c:p:401-407
    DOI: 10.1016/j.jbusres.2018.07.036
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    References listed on IDEAS

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    1. O.C. Ferrell & Linda Ferrell & Jennifer Sawayda, 2015. "A review of ethical decision-making models in marketing," Chapters, in: Handbook on Ethics and Marketing, chapter 3, pages 38-60, Edward Elgar Publishing.
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    4. Santos Nicholas J.C. & Laczniak Gene R., 2012. "Marketing to the Base of the Pyramid: A Corporate Responsibility Approach with Case Inspired Strategies," Business and Politics, De Gruyter, vol. 14(1), pages 1-44, April.
    5. Gene R. Laczniak & Patrick E. Murphy, 2015. "Marketing ethics and CSR in marketing: research challenges for the next decade," Chapters, in: Handbook on Ethics and Marketing, chapter 1, pages 1-14, Edward Elgar Publishing.
    6. Singhapakdi, Anusorn & Vitell, Scott J. & Kraft, Kenneth L., 1996. "Moral Intensity and Ethical Decision-Making of Marketing Professionals," Journal of Business Research, Elsevier, vol. 36(3), pages 245-255, July.
    7. Kelly D. Martin & Patrick E. Murphy, 2017. "The role of data privacy in marketing," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 135-155, March.
    8. Nicholas Santos & Gene Laczniak & Tina Facca-Miess, 2015. "The “Integrative Justice Model” as Transformative Justice for Base-of-the-Pyramid Marketing," Journal of Business Ethics, Springer, vol. 126(4), pages 697-707, February.
    9. Patrick E. Murphy & Magdalena Öberseder & Gene R. Laczniak, 2013. "Corporate societal responsibility in marketing: normatively broadening the concept," AMS Review, Springer;Academy of Marketing Science, vol. 3(2), pages 86-102, June.
    10. Smith, N. Craig & Palazzo, Guido & Bhattacharya, C. B., 2010. "Marketing’s Consequences: Stakeholder Marketing and Supply Chain Corporate Social Responsibility Issues," Business Ethics Quarterly, Cambridge University Press, vol. 20(4), pages 617-641, October.
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    9. O. C. Ferrell, 2021. "Addressing socio-ecological issues in marketing: environmental, social and governance (ESG)," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 140-144, June.
    10. Nadeem, Waqar & Juntunen, Mari & Shirazi, Farid & Hajli, Nick, 2020. "Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality," Technological Forecasting and Social Change, Elsevier, vol. 151(C).
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