THE EFFECT OF PERSONAL AND PROFESSIONAL CULTURAL VALUES TOWARDS THE MARKETING ETHICS OF ACADEMICIANS

Authors

  • Chuah Chin Wei Universiti Utara Malaysia
  • Mohamad Zainol Abidin Adam Universiti Utara Malaysia
  • Hoe Chee Hee Universiti Utara Malaysia

Keywords:

Marketing Ethics, Personal Cultural Values, Professional Values

Abstract

This study assesses the personal cultural values and professional values of academicians in regards to marketing ethics. This research uses Singhapakdi and Vitell’s (1993) marketing norms scale and professional value scale together with Yoo and Donthu’s (2002) three dimensional measures of culture operationalised at the individual level. The findings showed that Uncertainty Avoidance and Professional Values influenced academicians’ marketing ethics. It is therefore suggested that managers should look into methods and ways of cultivating professionalism among academicians in order for them to possess good marketing ethics. The findings also showed that demographic factors such as age, gender, years of working experience, academic qualification do not have any influence on academicians’ marketing ethics. Other implications of the study were also discussed.

Keywords: Marketing Ethics, Personal Cultural Values, Professional Values

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Published

2011-09-28

How to Cite

Wei, C. C., Abidin Adam, M. Z., & Hee, H. C. (2011). THE EFFECT OF PERSONAL AND PROFESSIONAL CULTURAL VALUES TOWARDS THE MARKETING ETHICS OF ACADEMICIANS. JRMSI - Jurnal Riset Manajemen Sains Indonesia, 2(2), 58–72. Retrieved from https://journal.unj.ac.id/unj/index.php/jrmsi/article/view/761

Issue

Vol. 2 No. 2 (2011): Jurnal Riset Manajemen Sains Indonesia

Section

Articles

License

 Creative Commons License
Articles in Jurnal Riset Manajemen Sains Indonesia are Open Access articles published under the Creative Commons CC BY-NC-SA License.  This license permits use, distribution and reproduction in any medium for non-commercial purposes only, provided the original work and source is properly cited. Any derivative of the original must be distributed under the same license as the original.