Abstract
Using a country-branding framework, this chapter aims to enable readers to comprehend how firms organise and manage ethical marketing in Singapore, Malaysia and Thailand. Specifically, the chapter examines the differences in issues addressed by ethical marketing campaigns and presents examples of both branding and ethical marketing cases and research in relation to this interesting and diversified region. Furthermore, the chapter presents important aspects of both consumers’ and firms’ decision-making processes, influencing ethical marketing. Theories on ethical marketing are reviewed and extant research is presented.
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