Antecedents and consequences of female consumer's attitude and lifestyle in facial care market
Journal: UUM Electronic Theses and Dissertation [eTheses] (Northern University of Malaysia)
Year: 2015

Evaluation of ethical marketing practices of businesses from a consumer perspective has often been prescribed as an international research direction, more particularly for the developing economies. In accordance with the above, this consumer study based in Malaysia investigated the antecedents and consequences of consumer attitude towards ethical marketing practices of firms depicted by product fairness, price fairness, and fairness aspects of marketing communications and channels of distributio