haku: @indexterm BUSINESS ETHICS / yhteensä: 1509
viite: 453 / 1509
| Tekijä: | Ingram, Rhea Skinner, S.J. Taylor, V.A. |
| Otsikko: | Consumers' evaluation of unethical marketing behaviors: the role of customer commitment |
| Lehti: | Journal of Business Ethics
2005 : DEC II, VOL. 62:3, p. 237-252 |
| Asiasana: | business ethics commitment consumer behaviour marketing |
| Kieli: | eng |
| Tiivistelmä: | This paper investigates how how consumers' commitment to a company impacts not only their ethical judgment of corporate behaviour but also the outcomes of that judgment. It is found that consumers' level of commitment mitigates the level of perceived fairness. Highly committed consumers may forgive companies for behaviors when perceived harm is low, but become progressively dissatisfied as the level of perceived harm increases. If corporate actions are perceived as unethical, the company stands to lose favour with their most committed customers. |
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