Personal Ethical Values and Corporate Ethical Values in Marketing of Services: Does Congruence Matter?
Different from managerial ethical decision-making, limited research examine the formation of consumer perceptions regarding incompatible ethical behavior of the service provider and its impact on the level of satisfaction with the service. This paper proposes that similar to corporate ethical identity (CEI), consumers also have an ethical mapping that guides them in their assessment of service providers’ behaviors. Building on image theory, our model examines the effects of consumer’s ethical identity on perceived organizational ethical practices and its effects on satisfaction. This paper suggests that service providers need to pay attention to consumers’ ethical judgments as this leads to satisfaction.
Sarah Mady and Mahesh Gopinath (2009) ,"Personal Ethical Values and Corporate Ethical Values in Marketing of Services: Does Congruence Matter?", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 374-375.
Sarah Mady, Old Dominion University, USA
Mahesh Gopinath, Old Dominion University, USA
AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009
Featured papersSee More
The Production and Consumption of Retro Brands Beyond Meaning Revival
Benjamin Julien Hartmann, University of Gothenburg
Katja H. Brunk, EuEuropean University Viadrina
Markus Giesler, York University, Canada
L4. Attentional Breadth Moderates the Effect of Store Environments on Product Evaluation
Oliver B. Büttner, University of Duisburg-Essen
Benjamin G. Serfas, University of Duisburg-Essen
Daria Euler, University of Duisburg-Essen
Mathias Clemens Streicher, University of Innsbruck, Austria
R13. Brand Humanization: Applying Two Dimensions of Humanness to Brand
Mycah L Harrold, Washington State University, USA
Andrew Perkins, Washington State University, USA