Title: Investigating the mediating role of advertisement morality for organisational values and ethics towards television advertisements: the path analysis modelling method

Authors: Nitin Zaware; Avinash Pawar; Sarika Zaware; Radha Louis

Addresses: Rajeev Business School, Tathwade, Aundh-Ravet Road, Pune, Maharashtra 411033, India ' Savitribai Phule Pune University, Ganeshkhind Rd, Ganeshkhind, Pune, Maharashtra 411007, India ' AISSMS Institute of Information Technology, RB Motilal Kennedy Rd, k near RTO, Sangamvadi, Pune, Maharashtra 411001, India ' Neville Wadia Institute of Management Studies & Research, 19, Late Principal V K Jog Path, Maharashtra 411001, India

Abstract: Today, even in the digital era, television advertisements are becoming more intensive and play a crucial role in the sale of products and services. Advertisement is the process of communicating the influencing message to potential customers. This paper analyses the mediating role of advertisement morality with the variables of organisational values, socially responsible approach, customer feelings, customer commitments and customer recommendations in the Indian business environment. The primary data was composed utilising a structured questionnaire from samples of 445 respondents and deliberated the analysis with the framework of the study, assessment of normality, path analysis and mediation analysis for the study. The outcome of this paper signifies the association of importance of advertisement morality, ethical advertising and customer intentions as well as advertisement morality and gender. This study can help the organisations to design the policies, good internal codes and strategies of advertisements for the success of the business.

Keywords: ethics in advertisement; advertisement morality; television advertisement; media communication management; brand commitment; socially responsible consumer; organisational values; moral consumerism; Indian advertisements; customer feelings; customer commitment; customer recommendations.

DOI: 10.1504/IJBGE.2021.118585

International Journal of Business Governance and Ethics, 2021 Vol.15 No.4, pp.459 - 476

Received: 04 May 2020
Accepted: 19 Jul 2020

Published online: 08 Oct 2021 *

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