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Journal of Business Ethics
Erschienen in: Journal of Business Ethics 2/2019

22.05.2017 | Original Paper

Perceived Ethical Leadership Affects Customer Purchasing Intentions Beyond Ethical Marketing in Advertising Due to Moral Identity Self-Congruence Concerns

verfasst von: Niels Van Quaquebeke, Jan U. Becker, Niko Goretzki, Christian Barrot

Erschienen in: Journal of Business Ethics | Ausgabe 2/2019

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Abstract

Ethical leadership has so far mainly been featured in the organizational behavior domain and, as such, treated as an intra-organizational phenomenon. The present study seeks to highlight the relevance of ethical leadership for extra-organizational phenomena by combining the organizational behavior perspective on ethical leadership with a classical marketing approach. In particular, we demonstrate that customers may use perceived ethical leadership cues as additional reference points when forming purchasing intentions. In two experimental studies (N = 601 and N = 336), we find that ethical leadership positively affects purchasing intentions because of customers’ concerns for moral self-congruence. We show this by means of both mediation and moderation analyses. Interestingly, the effect of perceived ethical leadership on purchasing intentions holds over and above the ethical advertising claims (e.g., cause-related marketing) that are commonly used in marketing. We conclude by discussing the possible ramifications of ethical leadership beyond its effects on immediate employees.
Vorheriger Artikel The Role of the Distributor Network in the Persistence of Legal and Ethical Problems of Multi-level Marketing Companies
Nächster Artikel Three Levels of Ethical Influences on Selling Behavior and Performance: Synergies and Tensions

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Metadaten
Titel
Perceived Ethical Leadership Affects Customer Purchasing Intentions Beyond Ethical Marketing in Advertising Due to Moral Identity Self-Congruence Concerns
verfasst von
Niels Van Quaquebeke
Jan U. Becker
Niko Goretzki
Christian Barrot
Publikationsdatum
22.05.2017
Verlag
Springer Netherlands
Erschienen in
Journal of Business Ethics / Ausgabe 2/2019
Print ISSN: 0167-4544
Elektronische ISSN: 1573-0697
DOI
https://doi.org/10.1007/s10551-017-3577-4

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