Table Of ContentThe SAGE Handbook of
Marketing Ethics
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The SAGE Handbook of
Marketing Ethics
Edited by
Lynne Eagle
Stephan Dahl
Patrick De Pelsmacker
Charles R. Taylor
and
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SAGE Publications Ltd Editorial arrangement © Lynne Eagle, Stephan Dahl, Patrick De
1 Oliver’s Yard Pelsmacker and Charles R. Taylor, 2021
55 City Road Chapter 1 © Lynne Eagle, Chapter 21 © Karla K. Gower, 2021
London EC1Y 1SP Stephan Dahl, Patrick De Chapter 22 © Michelle Cull, Suzan
Pelsmacker and Charles R. Burton and Regan Lam, 2021
SAGE Publications Inc. Taylor, 2021 Chapter 23 © Srikant Manchiraju
2455 Teller Road Chapter 2 © Leonidas C. and Amrut Sadachar, 2021
Thousand Oaks, California 91320 Leonidou, Bilge Aykol and Chapter 24 © Christian Lolk and
Pantelitsa Eteokleous, 2021 Charles R. Taylor, 2021
SAGE Publications India Pvt Ltd Chapter 3 © Charles R. Taylor Chapter 25 © Karmen Lužar,
B 1/I 1 Mohan Cooperative Industrial Area and Mivena Panteqi, 2021 Steven Greenland and David
Mathura Road Chapter 4 © Dominik Mahr, Low, 2021
New Delhi 110 044 Martina Čaić and Gaby Chapter 26 © Morven G.
Odekerken-Schröder, 2021 McEachern, 2021
Chapter 5 © Mathieu Alemany Chapter 27 © Isabell Koinig, Sandra
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Oliver, 2021 Diehl and Ralf Terlutter, 2021
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Chapter 6 © Caroline Moraes, Chapter 28 © Béatrice Parguel
#10-04 Samsung Hub
Solon Magrizos and Lucy and Elisa Monnot, 2021
Singapore 049483
Hebberts, 2021 Chapter 29 © Juan Manuel
Chapter 7 © Patrick De Elegido, 2021
Pelsmacker, Kristien Daems and Chapter 30 © Roseline van
Ingrid Moons, 2021 Gogh, Michel Walrave and
Chapter 8 © Brian Young, 2021 Karolien Poels, 2021
Chapter 9 © Daniel E. Palmer, 2021 Chapter 31 © Annmarie Hanlon,
Chapter 10 © Martin Eisend and 2021
Sofiia Kanevska, 2021 Chapter 32 © Nicolas Chanavat
Chapter 11 © Ann-Marie Kennedy and Guillaume Bodet, 2021
and Marian Makkar, 2021 Chapter 33 © Greg W. Marshall,
Editor: Matthew Waters
Chapter 12 © Lynne Eagle and O. C. Ferrell, Victoria Bush, Mark
Editorial Assistant: Umeeka Raichura
Rachel Hay, 2021 W. Johnston and Linda Ferrell,
Production Editor: Prachi Arora
Chapter 13 © Stephan Dahl, 2021 2021
Copyeditor: Neville Hankins Chapter 14 © Mark Peterson, 2021 Chapter 34 © Peter Neijens, 2021
Proofreader: Derek Markham Chapter 15 © Johan Jansson, 2021 Chapter 35 © Brendan James
Indexer: Cathryn Pritchard Chapter 16 © Caroline J. Oates, 2021 Keegan and Lee Smorthit, 2021
Marketing Manager: Abigail Sparks Chapter 17 © Ross Brennan, 2021 Chapter 36 © Lynne Eagle,
Cover Design: Naomi Robinson Chapter 18 © Krzysztof Kubacki Stephan Dahl, Patrick De
Typeset by Cenveo Publisher Services and Natalia Szablewska, 2021 Pelsmacker and Charles R.
Printed in the UK Chapter 19 © Tazim Jamal and Taylor, 2021
Seunghoon Lee, 2021 Chapter 37 © Patrick De
Chapter 20 © Natalia Pelsmacker, Lynne Eagle,
Szablewska, Tanja Kamin and Stephan Dahl and Charles R.
Krzysztof Kubacki, 2021 Taylor, 2021
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Contents
List of Figures and Tables viii
Notes on the Editors and Contributors x
PART I FOUNDATIONS OF MARKETING ETHICS
1 Introduction to Marketing Ethics 3
Lynne Eagle, Stephan Dahl, Patrick De Pelsmacker and Charles R. Taylor
2 Internal and External Drivers of an Ethical International Marketing Strategy:
Implications on Reputational Advantage and Performance 20
Leonidas C. Leonidou, Bilge Aykol and Pantelitsa Eteokleous
PART II THEORETICAL AND RESEARCH APPROACHES TO
MARKETING ETHICS
3 Cross-cultural and Religious Perspectives on Marketing Ethics 43
Charles R. Taylor and Mivena Panteqi
4 An Interdisciplinary View of Marketing Ethics 58
Dominik Mahr, Martina Čaić and Gaby Odekerken-Schröder
5 Conducting Ethical Research in Marketing 74
Mathieu Alemany Oliver
6 Female Sexualisation and Objectification in Advertising: Research Insights
and Future Research Agenda for Advertising Ethics 91
Caroline Moraes, Solon Magrizos and Lucy Hebberts
7 Parental Mediation of Children’s Exposure to Online Media and Advertising 107
Patrick De Pelsmacker, Kristien Daems and Ingrid Moons
PART III MARKETING ETHICS AND SOCIAL ISSUES
8 Marketing to Vulnerable Consumers 125
Brian Young
9 Cross-Cultural and Sub-Cultural Issues in Marketing Ethics 136
Daniel E. Palmer
10 Stereotyping in Marketing 146
Martin Eisend and Sofiia Kanevska
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vi The SAGe hAndbook of MArkeTinG eThicS
11 Cultural Appropriation 155
Ann-Marie Kennedy and Marian Makkar
12 Appearances Matter: The Impact of Unattainable Idealizations of an
Individual’s Physical Self 169
Lynne Eagle and Rachel Hay
13 Ethical Issues in Marketing to the LGBT Community: Of Becoming
Visible and Being Targeted 184
Stephan Dahl
14 Ethical Perspectives on Sustainability in Marketing 196
Mark Peterson
PART IV ISSUES IN CONSUMER ETHICS
15 Circular Economy and Sustainable Consumption: Suggestions for
Ethical Marketing 215
Johan Jansson
16 Sustainability Marketing: Products, Fairtrade, and Greenwashing 226
Caroline J. Oates
17 Business-to-Business (Industrial) Marketing Ethics 238
Ross Brennan
18 The Ethics of Social Marketing and Non-Profit/Charity Marketing 248
Krzysztof Kubacki and Natalia Szablewska
19 Ethical Issues in Tourism 259
Tazim Jamal and Seunghoon Lee
20 Social Causes, Consumer Activism and Human Rights 275
Natalia Szablewska, Tanja Kamin and Krzysztof Kubacki
PART V ETHICAL ISSUES IN SPECIFIC SECTORS
21 Ethics and Corporate Social Responsibility 289
Karla K. Gower
22 Ethics in Financial Products Marketing 301
Michelle Cull, Suzan Burton and Regan Lam
23 Consumer and Marketing Ethics: A Case of the Fashion Industry 315
Srikant Manchiraju and Amrut Sadachar
24 Ethical Considerations for Pharmaceutical Marketing 326
Christian Lolk and Charles R. Taylor
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Contents vii
25 Ethical Marketing of Harmful Products: Sugar, Alcohol and Tobacco 339
Karmen Lužar, Steven Greenland and David Low
26 Food Marketing Ethics 354
Morven G. McEachern
27 Ethical Aspects of Digital (eHealth and mHealth) Marketing 367
Isabell Koinig, Sandra Diehl and Ralf Terlutter
PART VI ETHICAL ISSUES IN THE MARKETING MIX
28 Product and Branding Ethics 385
Béatrice Parguel and Elisa Monnot
29 The Ethics of Pricing 399
Juan Manuel Elegido
30 Personalization in Digital Marketing: Implementation Strategies and the
Corresponding Ethical Issues 411
Roseline van Gogh, Michel Walrave and Karolien Poels
31 Ethics in Digital Marketing and Social Media 424
Annmarie Hanlon
32 Ethics Within Sponsorship 444
Nicolas Chanavat and Guillaume Bodet
33 The Sales Ethics Subculture 457
Greg W. Marshall, O. C. Ferrell, Victoria Bush, Mark W. Johnston
and Linda Ferrell
34 Ethics in Public Relations 474
Peter Neijens
PART VII CONCLUDING COMMENTS AND REFLECTIONS
35 Ethics and New Media, A Double-Edged Sword: A Case Study of
Digital Marketing Transformation in the Charity Sector 483
Brendan James Keegan and Lee Smorthit
36 Marketing Ethics and Regulation of Marketing Activity: The Role of
Government and Industry 498
Lynne Eagle, Stephan Dahl, Patrick De Pelsmacker and Charles R. Taylor
37 Concluding Comments Regarding the Challenges of Marketing Ethics 518
Patrick De Pelsmacker, Lynne Eagle, Stephan Dahl and Charles R. Taylor
Index 530
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List of Figures and Tables
FIGURES
2.1 Conceptual model 24
4.1 Integrative framework of interdisciplinary marketing ethics 66
4.2 Overview of theoretical and managerial implications of interdisciplinary
marketing ethics 70
5.1 The researcher and the ethics triad 75
5.2 Cressey’s (1953) fraud triangle in light of the (marketing) research landscape 86
7.1 Number of parental mediation strategies used per media device for children and
teenagers 115
7.2 Number of media devices on which each parental mediation strategy is used for both
children and teenagers 116
12.1 Social cognitive theory factors with addition of fourth factor 173
14.1 Primary stakeholders and secondary stakeholders 200
14.2 Costco logo 201
14.3 Costco’s stock performance compared with S&P 500 202
14.4 The five points of Costco’s code of ethics 203
19.1 Evolution of research on ethics in tourism 263
19.2a Town hall on St George Island 267
19.2b Gombey folk dance 267
19.3a An increasing popular mountain destination: Main Street, Canmore, Alberta 270
19.3b Anti-idle sign at railway crossing 271
19.3c Anti-idle garbage truck sign 271
22.1 The Market Research Society code of conduct principles 303
22.2 Pyramid model of CSR 304
25.1 Confectionery and soft drink placements in one of the leading Australian supermarkets 342
25.2 Percentage of Australians aged 18+ years who smoke daily and tobacco regulations
since 2000 345
32.1 Systematization of the manifestations of ambush marketing 453
35.1 Charity measurement framework 495
TABLES
1.1 Marketing ethics academic articles over time 4
1.2 Overview of common ethical frameworks 8
1.3 Comparison of 4Ps of traditional marketing and alternative terminology 14
2.1 Indicative forms of unethical international marketing mix practices 23
4.1 Phases of marketing ethics formation and interdisciplinary influences 61
4.2 Illustrative review of mid-range theories on ethics within the S-D logic 63
4.3 Overview of value destruction potential of social robots and marketing remedies 68
5.1 Basic guidelines for conducting ethical research in marketing throughout the research
process 75
6.1 A sample of articles on gendered consumer responses to Ad FOAS 94
6.2 Article highlights for Ad FOAS effects specific to female consumers 96
6.3 A sample of articles on Ad FOAS effects specific to male consumers 98
12.1 Historical and contemporary beauty trends 170
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List of figures and tabLes ix
12.2 Relevant concepts and theories that may explain the impact of repeated exposure to
unrealistic images 172
14.1 Comparison of the two- and five-capital views of capitalism 199
19.1 Scopus search results of research related to sustainable/responsible/ethical tourism 262
24.1 Overview of Pharmaceutical Market Interests and Relationships from Producer
to Consumer 327
25.1 Winfield brand variants sold in Australia in 2018 346
25.2 Common unethical marketing practises used by harmful product manufacturers –
confectionery and soft drinks, alcohol and tobacco 348
26.1 Main UK assurance schemes 356
32.1 Key milestones and informative anecdotes from the history of partnership in
the modern Olympic Games (International Olympic Committee, 2019; Chanavat
and Desbordes, 2014) 446
36.1 Examples of consumer protection legislation 499
36.2 Industry organisations with specific lobbying focus 503
36.3 Examples of ethics codes and principles 505
36.4 Overview of arguments for and against self-regulation: traditional media 507
36.5 Industry organisations involved in developing/implementing self-regulatory provisions 508
36.6 Examples of self-regulatory organisations and their codes 510
36.7 Unintended effects of health communication campaigns 515
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