The Stealth Influence of Covert Marketing and Much Ado about what May be Nothing

Rotfeld, Herbert Jack

doi:10.1509/jppm.27.1.63

Cited by 44 publications

(33 citation statements)

References 17 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Equally, it would be interesting to examine other outcomes of perceived marketing unethicality, such as customer satisfaction, customer loyalty, and purchase intention. Another suggestion would be to research consumer ethical issues from the perspective of specialized topics, such as sustainable marketing (Garcia-Rosell and Moisander, 2008), covert marketing (Rotfeld, 2008), and cause marketing (Krishna and Rajan, 2009). …”

Section: Limitations and Future Researchmentioning

confidence: 99%

Cultural drivers and trust outcomes of consumer perceptions of organizational unethical marketing behavior

Leonidou

Leonidou²,

Kvasova³

2013

European Journal of Marketing

View full text Add to dashboard Cite

Purpose -The article develops and tests a model that focuses on the cultural drivers and trust outcomes of consumer perceptions on issues pertaining to the unethical marketing behavior 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 behavior of firms; the effect of perceived unethical marketing behavior on trust in firms; and the moderating role of gender, age, and education of the consumer.Design/methodology/approach -The article is based on a quantitative survey conducted among 387 Cypriot consumers aged 18 and above, using stratified random sampling procedures. The items comprising the constructs used were derived from multiple literature sources and these were measured on a seven-point Likert scale. Data were gathered through personal, face-to-face interviews conducted at central locations in all major towns of Cyprus. To test the hypothesized relationships among the constructs of the model, structural equation modeling was employed.Findings -The study confirmed that both power distance and uncertainty avoidance are important in forming idealistic attitudes, while both individualism and masculinity lead to an egoistic attitude. Idealism was observed to have a positive association with perceived marketing unethicality, while egoism was found to negatively affect consumer perceptions of unethical marketing behavior by firms. It was also revealed that perceived unethical marketing behavior decreases consumer trust. The study also revealed that the link between idealism and perceived marketing unethicality is stronger among male and older individuals, while consumer's level of education had no moderating impact on this link. Finally, none of the consumer demographics examined (i.e., gender, age, and education) moderated the association between egoism and perceived unethical marketing behavior.Research limitations/implications -The findings of the study offer useful implications for business managers (e.g., adopting an ethical marketing spirit), public policymakers (e.g., establishing a broader set of ethical guidelines for marketers), and consumer pressure groups (e.g., making consumers act as 'watchdogs' of potential unethical marketing practices). The findings of the study should be seen within the context of limitations pertaining mainly to the fieldwork country, the cross-sectional design, and the sampling unit used.Originality/value -The originality of the study lies in the fact that: it puts together in a single model both antecedents and outcomes of the marketing unethicality of firms, as this is perceived by the individual consumer; concurrently examines the role of cultural orientation and ethical ideology of the consumer in forming ethical attitudes and responses; focuses on the instrumental role of cultural characteristics on consumer ethical perceptions from the perspective of the individual, rather than the society as a whol...

show abstract

Section: Limitations and Future Researchmentioning

confidence: 99%

Cultural drivers and trust outcomes of consumer perceptions of organizational unethical marketing behavior

Leonidou

Leonidou²,

Kvasova³

2013

European Journal of Marketing

View full text Add to dashboard Cite

show abstract

“…As noted above, Rotfeld (, 67–68) argues this traditional analysis of whether advertising claims are true/substantiated or deceptive is more important to consumers than whether covert means are used to disguise and convey the message. Rotfeld () argues that consumers learn about the latter and adjust so they are no longer deceived about the marketing nature and source of the message. Yet Rotfeld (, 63) concedes that concerns about covert marketing date back about 100 years.…”

Section: Deception Legal Analysismentioning

confidence: 99%

“…Rotfeld () argues that consumers learn about the latter and adjust so they are no longer deceived about the marketing nature and source of the message. Yet Rotfeld (, 63) concedes that concerns about covert marketing date back about 100 years. Petty () traces concerns back even further to post Civil War newspaper and magazine advertising.…”

Section: Deception Legal Analysismentioning

confidence: 99%

Beyond Deception: Potential Unfair Consumer Injury from Various Types of Covert Marketing

Skiba¹,

Petty²,

Carlson³

2019

Journal of Consumer Affairs

View full text Add to dashboard Cite

Although there is little agreement over the best definition or even name for covert marketing, many policymakers and commentators agree that covert marketing may deceive consumers to their detriment. This study proposes that some forms of covert marketing also impose a type of unavoidable consumer injury that we call marketer control of consumer engagement. This injury, if aggregated to be substantial, can violate legal prohibitions against unfair acts and practices. To reach this conclusion, this study first proposes a name mnemonic and then develops a typology of covert marketing practices that may deceive and also unfairly injure consumers. It concludes by discussing policy implications of this two‐ rather than one‐dimensional analysis of covert marketing.

show abstract

“…Örtülü pazarlama stratejilerinin etiksel kaygılar içerdiği, sivil toplum örgütleri ve birliklerinin, bu stratejinin tüketiciyi aldatıcı özelliklerinin olduğunu literatürde belirtmektedirler. Ancak Branscum (2004) ve Rotfeld (2008) yürüttükleri çalıĢmalarında etiksel ve aldatıcılığın olduğu yönünde ki kaygıların gereksiz olduğunu tespit etmiĢlerdir. Bu çalıĢmada da elde edilen sonuçlara göre kiĢilerin etiksel algılamalarında kullanılan örtünün etkisinin olmadığı tespit edilmiĢtir.…”

Section: Sonuç Ve öNerilerunclassified

Pazarlama İletişim Sürecinde Örtü Kullanımı: Üniversite Öğrencileri Üzerinde Bir Uygulama

Altuntaş¹,

Akdoğan²

2017

Adnan Menderes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi

View full text Add to dashboard Cite

ÖZETSon birkaç yüzyıldan beri sosyo-ekonomik ve teknoloji alanlarında meydana gelen değiĢimler günümüzde farklı bir tüketici yapısının oluĢmasına neden olmuĢtur. GeçmiĢin baĢarılı olan stratejilerinin yeni tüketici yapısıyla iletiĢim kurabilmek için yeterli olmadığı görülmüĢ ve etkinliği tartıĢılır hale gelmiĢtir. Bu sorunun üstesinden gelebilmek için pazarlamacılar, iĢletmelerin uygulayabileceği yeni ve alternatif yöntemler geliĢtirmeye çalıĢmaktadırlar. Örtülü pazarlama son dönemlerde ortaya çıkan ve firmaların iletiĢim problemine çözüm üretebilecek alternatif bir strateji olarak görülmektedir.Bu çalıĢmanın amacı pazarlama iletiĢim sürecinde örtü kullanılmasının etkisini tespit etmek ve demografik özelliklerine göre tüketicilerin tutumu ile uygulanan örtülü tekniğin etkinliğini değerlendirmeleri arasında farklılık olup olmadığını ortaya koymaktır. Elde edilen sonuçlara göre tüketiciyle iletiĢim sürecinde gerçek kaynak (firma) üzerinde kullanılan örtü seviyesinin tüketici tutumu ve tekniğin etkinliğini değerlendirmeleri üzerinde etkisinin olduğu tespit edilmiĢtir. Mesaj üzerinde kullanılan örtünün herhangi bir etkisinin olmadığı görülmüĢtür. Ayrıca kiĢilerin etiksel algılamalarının örtü seviyesinden etkilenmediği, kadınların erkeklere göre örtülü pazarlamaya karĢı daha hassas oldukları, sağlık alanında eğitim gören kiĢilerin teknik ve sosyal ağırlıklı eğitim görenlere kıyasla örtü kullanılmasına karĢı daha olumsuz tutum ve değerlendirme içerisinde oldukları sonucuna ulaĢılmıĢtır.Anahtar Kelimeler: Örtülü pazarlama, iletiĢim, strateji, postmodern Using Cover in Marketing Communication Process: A Case Study on College StudentsABSTRACT Socio-economic and technological changes occurring since the last few centuries have caused a different formation of today's consumers than the past. It was observed that the successful strategies of the past is not enough to communicate with the new consumers and the effectiveness of the strategies have become questionable. Marketers are trying to develop new and alternative methods to overcome with this problem. Covert marketing has emerged in recent years and it is seen as a solution to the communication problem of firms.The aim of this study is to determine the effect of using cover in marketing communication process and to reveal whether differences between consumers' attitudes and evaluation the effectiveness of covert techniques in terms of demographic characteristics. According to the results, it has determined that using a cover on the real source (company) while in the process of communication with the consumer has an affect on the attitude of consumer and the evolution of applied techniques effectiveness. Using cover on message has not proved any effect. Also it concluded that consumers' ethical perceptions have not affected by the level of cover, women are more vulnerable than men to the covert marketing and people whom are trained in the field of health have more negative responses and attitudes towards covert marketing than people studying technical and social fields.

show abstract

The Stealth Influence of Covert Marketing and Much Ado about what May be Nothing

Cited by 44 publications

References 17 publications

Cultural drivers and trust outcomes of consumer perceptions of organizational unethical marketing behavior

Cultural drivers and trust outcomes of consumer perceptions of organizational unethical marketing behavior

Beyond Deception: Potential Unfair Consumer Injury from Various Types of Covert Marketing

Pazarlama İletişim Sürecinde Örtü Kullanımı: Üniversite Öğrencileri Üzerinde Bir Uygulama

Contact Info

Product

Resources

About