Ethical and Legal Foundations of Relational Marketing Exchanges

Gundlach, Gregory T.; Murphy, Patrick E.

doi:10.1177/002224299305700403

Cited by 423 publications

(279 citation statements)

References 57 publications

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“…Adherence to such duties lends itself to the formation of an ethical exchange, which entails trust between stakeholders and corporations, equity resulting from mutually beneficial exchanges, responsibility manifested in normative ethical duties, and commitment enabling stability and loyalty between moral agents in the exchange process (Gundlach and Murphy 1993). It is argued that social contract compliance is an economic issue, and positively affects brand equity (Hoeffler and Keller 2002;Murray and Vogel 1997).…”

Section: Discussionmentioning

confidence: 99%

The Effects of Warning-Label Placement in Print ADS: A Social Contract Perspective

Torres

Sierra

Heiser

2007

Journal of Advertising

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Although some research into warning labels in advertisements has been conducted, little examines the impact of the placement of labels in print ads, including consumer responses to warning label placement and consumer response effects. Social contract theory suggests that consumers may, somewhat paradoxically, put a relatively high value on an advertisement of a brand that prominently displays warning information, rather than minimizing it. Our research probes the relevance of social contract assumptions by reviewing current print advertisement warning practices with a content analysis (CA) of consumer magazines and by testing the effectiveness of label placement strategies with a between-subjects experiment. Validating social contract assumptions, our study shows more positive consumer responses for recall, attitude toward the ad, attitude toward the brand, purchase intention, and responsible advertising when warnings are overtly rather than discreetly placed in print ads. Also, we develop a robust, multi-item responsible advertising scale. Our paper explores the implications and directions for future research from our warning label findings.

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Section: Discussionmentioning

confidence: 99%

The Effects of Warning-Label Placement in Print ADS: A Social Contract Perspective

Torres

Sierra

Heiser

2007

Journal of Advertising

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“…As the strategic demand for building mutually beneficial customer relationships continues (e.g., Cannon and Perreault 1999;Ganesan 1994;Gundlach and Murphy 1993;Morgan and Hunt 1994;Webster 1992;Weitz and Bradford 1999), so does the need for customer-oriented salespeople to develop these relationships (Beverland 2001;Leigh and Marshall 2001;Swanson, Kelley, and Dorsch 1997;Williams 1998). Salespeople are expected to sell with integrity and avoid dishonest practices (Saxe and Weitz 1982), explaining the need for ethical salespeople to develop client relationships.…”

mentioning

confidence: 99%

Transformational Leadership and its Impact on Sales Force Moral Judgment

Schwepker¹,

Good²

2010

Journal of Personal Selling & Sales Management

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Sales research often notes the critical role of sales managers in providing interface between the firm and the salesperson while cultivating sales performance in highly competitive marketplaces. In such a stressful environment, reports of unethical behaviors (results, causes, effects, etc.) continue to plague the profession. In this context, the purpose of this study was to examine the role of a chiefly unexplored quality of sales managers, transformational leadership, and its affect on the moral judgment of the sales force. In a study of 345 business-to-business salespeople, it was found that transformational leadership has an indirect effect on moral judgment as well as direct effects on supervisory capability orientation and the trust of the salesperson in the manager. Managerial and research implications are also offered as part of the paper. Downloaded by [University of

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“…This form of piracy involves copying and/or distributing copyrighted software without the permission of the software manufacturer. It is an ethical issue in terms of right and wrong and involves considerations of moral philosophy which prescribe how an individual should behave (Gundlach and Murphy, 1993;Logsdon et al, 1994;Swinyard et al, 1990;Tan, 2002). In this regard, it has been further framed as an ethical concern by Fukukawa (2002) who described it as one of a number of forms of ethically questionable behavior in consumption (EQB).…”

mentioning

confidence: 99%

?To Pirate or Not to Pirate?: A Comparative Study of the Ethical Versus Other Influences on the Consumer?s Software Acquisition-Mode Decision

2004

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Consumers of software often face an acquisition-mode decision, namely whether to purchase or pirate that software. In terms of consumer welfare, consumers who pirate software may stand in opposition to those who purchase it. Marketers also face a decision whether to attempt to thwart that piracy or to ignore, if not encourage it as an aid to their software's diffusion, and policymakers face the decision whether to adopt inter-ventionist policies, which are government-centric, or laissez faire policies, which are marketer-centric. Here in order to assess the decision-making of all three of these stakeholders, we focus on the consumer's point-of-view as central and examine it by considering on a comparative basis the ethical dimension versus other dimensions, including economic, legal, and other salient consumer behavior considerations. Based on a survey of 689 software consumers conducted over the Internet, the results indicate that ethics as a factor is embedded in a multidimensional set of determinant factors influencing software piracy, including attitudes, legal aspects, social support, perceptions of economic loss and age. Policy and research implications, based on these findings, are provided.

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Ethical and Legal Foundations of Relational Marketing Exchanges

Cited by 423 publications

References 57 publications

The Effects of Warning-Label Placement in Print ADS: A Social Contract Perspective

The Effects of Warning-Label Placement in Print ADS: A Social Contract Perspective

Transformational Leadership and its Impact on Sales Force Moral Judgment

?To Pirate or Not to Pirate?: A Comparative Study of the Ethical Versus Other Influences on the Consumer?s Software Acquisition-Mode Decision

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