Working Papers

Social Justice in Marketing: Fairness, Satisfaction and Customer Lifetime Value

Gary F. Gebhardt

Jan 1, 2008

Proposes a social justice framework in marketing that (1) suggests customers are likely to compare their situations with other customers to ascertain fairness, (2) differentiates between distributive and procedural justice to understand how customers perceive fairness, and (3) provides a robust framework for predicting customers’ responses to marketing actions.

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