THE EFFECT OF PERSONAL AND PROFESSIONAL CULTURAL VALUES TOWARDS THE MARKETING ETHICS OF ACADEMICIANS
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.
Author: Chuah Chin Wei,
Mohamad Zainol Abidin Adam, Hoe Chee Hee
Journal Code: jpmanajemengg110020
