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What to do? Ethical view on contemporary marketing in the fashion industry

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What to do? Ethical view on contemporary marketing in the fashion industry

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Samenvatting

QUOTES “Since companies are entering the private sphere of the consumer, it becomes hard to distinguish commerce from life.” “Within the Dutch culture certain values are highly valued namely, freedom of speech and freedom of action. From the perspective of the consumers, people but also companies enjoy these rights. Research shows that these values play a significant role in the creation of an ethical judgment. After the balancing of various ethical judgments, these values are most of the time decisive. This means that within marketing in the fashion industry companies have the permission to say and do what they want. - However, this norm does not cover all the ethical considerations [that are made] about marketing.” “Without a fundamental ethical philosophy, it is hard to determine whether the actions of companies in marketing are ethically justified or not.” RESEARCH QUESTION What ethical space and limitations can be defined for the application of user-generated content and social-political statement advertisement by companies in the fashion industry? SUB QUESTIONS 1. How is the tendency within marketing conceptualized in marketing literature? 2. What ethical philosophy is most suitable to determine the space and limitations of contemporary marketing techniques? 3. In what way do user-generated content and social-political statement advertisement occur in the fashion industry? 4. Based on the suited ethical philosophy, what space and limitations are offered to companies practicing user-generated content? 5. Based on the suited ethical philosophy, what space and limitations are offered to companies practicing social-political statement advertisement? TABLE OF CONTENTS Preface. – Abstract //1. Introduction //2. Theoretical foundation: 2.1 Postmodernism; 2.2 Postmodern marketing; 2.3 Ethics; 2.4 Marketing ethics //3. UGC and SPS advertisement in the fashion industry: 3.1 User-generated content; 3.2 Social-political statement advertisement //4. Methodology //5. Case studies: 5.1 User-generated content [case 1=Asos, case 2=Urban Outfitters]; 5.2 Social-political statement advertisement [case 1=Nike, case 2=Diesel] //6. Results empirical research: 6.1 Introduction; 6.2 Empirical analysis User-generated content; 6.3 Empirical analysis Social-political statement advertisement //7. Conclusion and discussion: 7.1 Conclusion; 7.2 Discussion; 7.3 Recommendations //8. References ARTICLE The article is based on the research findings. It was written as intended for readers of the Journal of Fashion Marketing and Management.

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OrganisatieHogeschool van Amsterdam
InstituutMedia, Creatie en Informatie
Gepubliceerd in
Jaar2017
TypeBachelorscriptie
TaalEngels

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