School of Business & Management
Research Seminar Series
Thursday 4th April 2013 12:30 – 13:30 in  Room CY014

Cultural drivers and trust outcomes of consumer perceptions of organisational unethical marketing behaviour

Presented By: Olga Kvasova

The article I am going to present develops and tests a model that focuses on the cultural drivers and trust outcomes of consumer perceptions on issues pertaining to the unethical marketing behaviour of firms. It specifically investigates: the role of cultural orientation in forming consumer ethical ideology; the link between the consumer’s ethical ideology and his/her perceptions regarding the unethical marketing behaviour of firms; the effect of perceived unethical marketing behaviour on trust in firms; and the moderating role of gender, age, and education of the consumer.