[go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/a/eur/ejesjr/354.html
   My bibliography  Save this article

Unethical Marketing and its Consequences on Customer Loyalty

Author

Listed:
  • Eduina Maksuti

    (University College Bedër, Albania)

Abstract
Unethical marketing is a practice that includes deception, manipulating or misusing customers for the benefit of a business. It can be presented in various forms and methods, such as amplifying or changing the truth, covering important information, targeting special/vulnerable groups, using improbable or transformed images and adverts, or implementing strong sales strategies. This research discusses the concept of unethical marketing and its extensive consequences on customer loyalty. The adaptation of unethical marketing strategies can affect customer satisfaction due to fact that the customers who are involved in may suffer a mix of negative feelings towards the company and the brand itself. These negative emotions can agitate the customers, decrease their loyalty and disconnect them from the company. It can also lead to counter advertisement because the customers may go public or speak on social networks about the company and brand thus damaging its reputation. The use of unethical marketing is considered a short-sighted strategy used by companies with the intention of maximising the number of customers, fast selling the products and become part of the so-called big business. However, this strategy practically has shown to have e very short life and become a boomerang for the company. For these reasons companies should implement ethical marketing strategies that are based on transparency and trust so that they can increase customer loyalty.

Suggested Citation

  • Eduina Maksuti, 2023. "Unethical Marketing and its Consequences on Customer Loyalty," European Journal of Economics and Business Studies Articles, Revistia Research and Publishing, vol. 9, ejes_v9_i.
    • Handle: RePEc:eur:ejesjr:354
    DOI: 10.26417/914kzv77e
    as

    Download full text from publisher

    File URL: https://brucol.be/index.php/ejes/article/view/6990
    Download Restriction: no
    File URL: https://brucol.be/files/articles/ejes_v9_i2_23/Maksuti.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.26417/914kzv77e?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Paine, Lynn Sharp, 2000. "Does Ethics Pay?," Business Ethics Quarterly, Cambridge University Press, vol. 10(1), pages 319-330, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dong-Woo Koo, 2018. "The Impact of Risk Perceptions of Food Ingredients on the Restaurant Industry: Focused on the Moderating Role of Corporate Social Responsibility," Sustainability, MDPI, vol. 10(9), pages 1-11, September.
    2. John Corvino, 2006. "Reframing “Morality Paysâ€\x9D: Toward a Better Answer to “Why be Moral?â€\x9D in Business," Journal of Business Ethics, Springer, vol. 67(1), pages 1-14, August.
    3. Carol A. Adams & Glen Whelan, 2009. "Conceptualising future change in corporate sustainability reporting," Accounting, Auditing & Accountability Journal, Emerald Group Publishing Limited, vol. 22(1), pages 118-143, January.
    4. Robert Giacalone & Mark Promislo, 2010. "Unethical and Unwell: Decrements in Well-Being and Unethical Activity at Work," Journal of Business Ethics, Springer, vol. 91(2), pages 275-297, January.
    5. Pasi Heikkurinen & Jukka Mäkinen, 2018. "Synthesising Corporate Responsibility on Organisational and Societal Levels of Analysis: An Integrative Perspective," Journal of Business Ethics, Springer, vol. 149(3), pages 589-607, May.
    6. Martin, Patrick R. & Moser, Donald V., 2016. "Managers’ green investment disclosures and investors’ reaction," Journal of Accounting and Economics, Elsevier, vol. 61(1), pages 239-254.
    7. Matthew Caulfield, 2021. "Pay Secrecy, Discrimination, and Autonomy," Journal of Business Ethics, Springer, vol. 171(2), pages 399-420, June.
    8. Markus Arnold & Alexander Bassen & Ralf Frank, 2018. "Timing effects of corporate social responsibility disclosure: an experimental study with investment professionals," Journal of Sustainable Finance & Investment, Taylor & Francis Journals, vol. 8(1), pages 45-71, January.
    9. Aviva Geva, 2006. "A Typology of Moral Problems in Business: A Framework for Ethical Management," Journal of Business Ethics, Springer, vol. 69(2), pages 133-147, December.
    10. Matthew Amengual & Rita Mota & Alexander Rustler, 2023. "The ‘Court of Public Opinion:’ Public Perceptions of Business Involvement in Human Rights Violations," Journal of Business Ethics, Springer, vol. 185(1), pages 49-74, June.
    11. Rodek, Nora & Birkner, Zoltán & Máhr, Tivadar & Rentz, Tamás, 2020. "A Corporate Sustainable Responsibility Management Tool that Supports the Sustainable Development Goals," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2020), Virtual Conference, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Virtual Conference, 10-12 September 2020, pages 377-387, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eur:ejesjr:354. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Revistia Research and Publishing (email available below). General contact details of provider: https://revistia.com/index.php/ejes .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.