The role of normative marketing ethics

Gene R. Laczniak and Patrick E. Murphy

Journal of Business Research, 2019, vol. 95, issue C, 401-407

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.

Keywords: Ethics; Marketing; Normative; Theories (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (14)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:95:y:2019:i:c:p:401-407

DOI: 10.1016/j.jbusres.2018.07.036

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