Document Type

Article

Language

eng

Publication Date

2-2019

Publisher

Elsevier

Source Publication

Journal of Business Research

Source ISSN

0148-2963

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.

Comments

Accepted version. Journal of Business Research, Vol. 95, (February 2019): 401-407. DOI. © 2019 Elsevier. Used with permission.

Available for download on Tuesday, February 01, 2022

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