Journal
JOURNAL OF BUSINESS RESEARCH
Volume 95, Issue -, Pages 401-407Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2018.07.036
Keywords
Ethics; Marketing; Normative; Theories
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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.
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