IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v95y2019icp401-407.html
   My bibliography  Save this article

The role of normative marketing ethics

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296318303552
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2018.07.036?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    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.
    2. 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.
    3. 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.
    4. 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.
    5. 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.
    6. 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.
    7. 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.
    8. World Commission on Environment and Development,, 1987. "Our Common Future," OUP Catalogue, Oxford University Press, number 9780192820808, Decembrie.
    9. 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, Cambridge University Press, vol. 14(1), pages 1-42, April.
    10. 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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Muhammad Tanveer & Abdul-Rahim Ahmad & Haider Mahmood & Ikram Ul Haq, 2021. "Role of Ethical Marketing in Driving Consumer Brand Relationships and Brand Loyalty: A Sustainable Marketing Approach," Sustainability, MDPI, vol. 13(12), pages 1-17, June.
    2. Lim, Weng Marc & O'Connor, Peter & Nair, Sumesh & Soleimani, Samaneh & Rasul, Tareq, 2023. "A foundational theory of ethical decision-making: The case of marketing professionals," Journal of Business Research, Elsevier, vol. 158(C).
    3. Yanina Rashkova & Ludovica Moi, 2023. "Moving forward better marketing for a better world: a path for new research opportunities," Italian Journal of Marketing, Springer, vol. 2023(3), pages 413-428, September.
    4. Nadeem, Waqar & Alimamy, Saifeddin & Ashraf, Abdul Rehman, 2023. "Navigating through difficult times with ethical marketing: Assessing consumers' willingness-to-pay in the sharing economy," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    5. Teck Ming Tan & Jari Salo, 2023. "Ethical Marketing in the Blockchain-Based Sharing Economy: Theoretical Integration and Guiding Insights," Journal of Business Ethics, Springer, vol. 183(4), pages 1113-1140, April.
    6. 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.
    7. Vikram R. Bhargava & Suneal Bedi, 2022. "Brand as Promise," Journal of Business Ethics, Springer, vol. 179(3), pages 919-936, September.
    8. 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).
    9. Muhammad Akbar & Alem Febri Sonni & S. Suhasman & Siti Rabiatul Adawiyah & Yusmanizar Ib Herald, 2023. "Correlation between Social Media Utilization and the Young Generation’s Online Shopping Behavior in Eastern Indonesia," Studies in Media and Communication, Redfame publishing, vol. 11(7), pages 1-13, December.
    10. Sendlhofer, Tina & Tolstoy, Daniel, 2022. "How employees shape CSR transparency: A sensemaking perspective," Journal of Business Research, Elsevier, vol. 150(C), pages 268-278.
    11. Bruno Dyck & Rajesh V. Manchanda, 2021. "Sustainable marketing based on virtue ethics: addressing socio-ecological challenges facing humankind," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 115-132, June.
    12. Waqar Nadeem & Mari Juntunen & Nick Hajli & Mina Tajvidi, 2021. "The Role of Ethical Perceptions in Consumers’ Participation and Value Co-creation on Sharing Economy Platforms," Journal of Business Ethics, Springer, vol. 169(3), pages 421-441, March.
    13. Laetitia Condamin & Valérie-Inès de La Ville, 2023. "Make ethical marketing happen: a performative approach to managers’ identity work in the food industry [Faire advenir un marketing éthique : analyse de la performativité du travail identitaire des ," Post-Print halshs-04003393, HAL.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Danilo Brozović & Anna D’Auria & Marco Tregua, 2020. "Value Creation and Sustainability: Lessons from Leading Sustainability Firms," Sustainability, MDPI, vol. 12(11), pages 1-19, May.
    2. Ingo Balderjahn & Anja Buerke & Manfred Kirchgeorg & Mathias Peyer & Barbara Seegebarth & Klaus-Peter Wiedmann, 2013. "Consciousness for sustainable consumption: scale development and new insights in the economic dimension of consumers’ sustainability," AMS Review, Springer;Academy of Marketing Science, vol. 3(4), pages 181-192, December.
    3. Urša Golob & Klement Podnar, 2019. "Researching CSR and brands in the here and now: an integrative perspective," Journal of Brand Management, Palgrave Macmillan, vol. 26(1), pages 1-8, January.
    4. 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.
    5. Anja Buerke & Tammo Straatmann & Nick Lin-Hi & Karsten Müller, 2017. "Consumer awareness and sustainability-focused value orientation as motivating factors of responsible consumer behavior," Review of Managerial Science, Springer, vol. 11(4), pages 959-991, October.
    6. Edina Eberhardt-Toth & David Wasieleski, 2013. "A Cognitive Elaboration Model of Sustainability Decision Making: Investigating Financial Managers’ Orientation Toward Environmental Issues," Journal of Business Ethics, Springer, vol. 117(4), pages 735-751, November.
    7. Ritu Agarwal & Michelle Dugas & Guodong (Gordon) Gao & P. K. Kannan, 2020. "Emerging technologies and analytics for a new era of value-centered marketing in healthcare," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 9-23, January.
    8. CHEN, Helen S.Y., 2020. "Designing Sustainable Humanitarian Supply Chains," OSF Preprints m82ar, Center for Open Science.
    9. Denise Ravet, 2011. "Lean production: the link between supply chain and sustainable development in an international environment," Post-Print hal-00691666, HAL.
    10. Mara Del Baldo, 2012. "Corporate social responsibility and corporate governance in Italian SMEs: the experience of some “spirited businesses”," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 16(1), pages 1-36, February.
    11. Michael Howes & Liana Wortley & Ruth Potts & Aysin Dedekorkut-Howes & Silvia Serrao-Neumann & Julie Davidson & Timothy Smith & Patrick Nunn, 2017. "Environmental Sustainability: A Case of Policy Implementation Failure?," Sustainability, MDPI, vol. 9(2), pages 1-17, January.
    12. Parnphumeesup, Piya & Kerr, Sandy A., 2011. "Stakeholder preferences towards the sustainable development of CDM projects: Lessons from biomass (rice husk) CDM project in Thailand," Energy Policy, Elsevier, vol. 39(6), pages 3591-3601, June.
    13. Chin-Shan Lu & Kuo-Chung Shang & Chi-Chang Lin, 2016. "Examining sustainability performance at ports: port managers’ perspectives on developing sustainable supply chains," Maritime Policy & Management, Taylor & Francis Journals, vol. 43(8), pages 909-927, November.
    14. Kebede, Yohannes, 1993. "The Limits to Common Resource Management: The Bypassed Commons or Commons without Tragedy," MPRA Paper 662, University Library of Munich, Germany, revised 01 May 1993.
    15. John Stanley & Janet Stanley, 2023. "Improving Appraisal Methodology for Land Use Transport Measures to Reduce Risk of Social Exclusion," Sustainability, MDPI, vol. 15(15), pages 1-18, August.
    16. Nora Mzavanadze, 2009. "Building A Framework For National Sustainable Development Assessment And Application For Lithuania: Sustainability In Transition," Journal of Environmental Assessment Policy and Management (JEAPM), World Scientific Publishing Co. Pte. Ltd., vol. 11(01), pages 97-130.
    17. Pishchulov, Grigory & Trautrims, Alexander & Chesney, Thomas & Gold, Stefan & Schwab, Leila, 2019. "The Voting Analytic Hierarchy Process revisited: A revised method with application to sustainable supplier selection," International Journal of Production Economics, Elsevier, vol. 211(C), pages 166-179.
    18. Isin Ceti̇n, 2017. "Accounting Requirements And Records On Bank Subscribed Capital Compliance With European Directives," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 52-68, February.
    19. Jean-Michel Sahuta & Sandrine Boulerne & Medhi Mili & Frédéric Teulon, 2014. "What Relation Exists Between Corporate Social Responsibility (Csr) And Longevity Of Firms?," Working Papers 2014-248, Department of Research, Ipag Business School.
    20. Alba Rocio Gutierrez Garzon & Pete Bettinger & Jacek Siry & Bin Mei & Jesse Abrams, 2019. "The Terms Foresters and Planners in the United States Use to Infer Sustainability in Forest Management Plans: A Survey Analysis," Sustainability, MDPI, vol. 12(1), pages 1-20, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:95:y:2019:i:c:p:401-407. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.