Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Is marketing honesty the best policy?: Corporate appeal to cynical consumers
Stockholm University, Faculty of Social Sciences, Stockholm Business School.ORCID iD: 0000-0002-6895-6098
Stockholm University, Faculty of Social Sciences, Stockholm Business School. Google Ireland.
2016 (English)Conference paper (Other academic)
Abstract [en]

The extant literature on deceptive marketing, trust in marketing and consumer cynicism would suggest some disjunction in evaluation of corporate claims to honesty.  They may support honesty marketing as an authentic approach nurturing trust and consumer-brand relationships.  Yet they might doubt its authenticity, maintaining a cynical stance towards marketing in general.  Embedded in the Swedish consumer sphere, this qualitative study finds confirmations for both positive and negative standpoints.  More significantly it reveals two conditional aspects in consumer evaluation of honesty marketing: the burden of proof and corporate ethical stance.  Thus the authors conclude that any explicit claim to honesty needs to promoted with caution as it tends to create more cynicism than trust. 

Place, publisher, year, edition, pages
Singapore, 2016.
Keyword [en]
Honesty marketing, deceptive marketing, consumer cynicism, authenticity
National Category
Economics and Business
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-140517OAI: oai:DiVA.org:su-140517DiVA: diva2:1080316
Conference
Enterprise, Marketing and Globalization Conference 2016
Available from: 2017-03-09 Created: 2017-03-09 Last updated: 2017-03-09

Open Access in DiVA

No full text

Search in DiVA

By author/editor
Thomas, Amos Owen
By organisation
Stockholm Business School
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar

Total: 8 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf