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Exploring perceptions of advertising ethics: an informant-derived approach

Shabbir, Haseeb Ahmed; Maalouf, Hala; Griessmair, Michele; Colmekcioglu, Nazan; Akhtar, Pervaiz

Authors

Dr Haseeb Shabbir H.Shabbir@hull.ac.uk
Senior Lecturer - Marketing and Business Strategy

Hala Maalouf

Michele Griessmair

Nazan Colmekcioglu

Pervaiz Akhtar

Abstract

Whilst considerable research exists on determining consumer responses to pre-determined statements within numerous ad ethics contexts, our understanding of consumer thoughts regarding ad ethics in general remains lacking. The purpose of our study therefore is to provide a first illustration of an emic and informant-based derivation of perceived ad ethics. The authors use multi-dimensional scaling as an approach enabling the emic, or locally derived deconstruction of perceived ad ethics. Given recent calls to develop our understanding of ad ethics in different cultural contexts, and in particular within the Middle East and North Africa (MENA) region, we use Lebanon—the most ethically charged advertising environment within MENA—as an illustrative context for our study. Results confirm the multi-faceted and pluralistic nature of ad ethics as comprising a number of dimensional themes already salient in the existing literature but in addition, we also find evidence for a bipolar relationship between individual themes. The specific pattern of inductively derived relationships is culturally bound. Implications of the findings are discussed, followed by limitations of the study and recommendations for further research.

Journal Article Type Article
Publication Date Jan 23, 2018
Journal Journal of Business Ethics
Print ISSN 0167-4544
Electronic ISSN 1573-0697
Publisher Springer Publishing Company
Peer Reviewed Peer Reviewed
Pages 1-18
Institution Citation Shabbir, H. A., Maalouf, H., Griessmair, M., Colmekcioglu, N., & Akhtar, P. (2018). Exploring perceptions of advertising ethics: an informant-derived approach. Journal of business ethics, 1-18. https://doi.org/10.1007/s10551-018-3784-7
DOI https://doi.org/10.1007/s10551-018-3784-7
Keywords Economics and Econometrics; General Business, Management and Accounting; Business and International Management; Arts and Humanities (miscellaneous); Law
Publisher URL https://link.springer.com/article/10.1007%2Fs10551-018-3784-7#copyrightInformation
Copyright Statement © The Author(s) 2018
Open Access
This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.

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Copyright Statement
© The Author(s) 2018
Open Access
This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.




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