Ethics in television commercials: an opinion survey of consumers on advertisements of Bangladeshi Companies

Palabras clave: Advertisement, Business Ethics, Consumers, Ethical Marketing. Consumidores, Ética Empresarial, Marketing Ético, Publicidad.



The research is designed to explore consumers’ opinions about the renowned companies of Bangladesh in terms of maintaining an ethical standard in advertisements. Competition is very high among the top four business giants- Square Group, Akij Group, Bashundhara Group, and ACI Limited. This research digs the consumer base to find out whether they think that these companies maintain ethical principles, ensure customer’s rights, meet customers’ expectations and maintain quality as promised in TV commercials or not. Upon the findings, some recommendations are made for the companies to gain consumers’ trust by improving marketing strategies. 



La investigación está diseñada para explorar la opinión de los consumidores sobre las empresas de renombre de Bangladesh en términos de mantener el estándar ético en los anuncios. La competencia es muy alta entre los cuatro principales gigantes de negocios: Square Group, Akij Group, Bashundhara Group y ACI Limited. Esta investigación explora la base de consumidores para averiguar si creen que estas compañías garantizan los derechos de los clientes y mantienen la calidad como se prometió en los comerciales de televisión. Tras los hallazgos, se hacen algunas recomendaciones para que las empresas ganen la confianza de los consumidores al mejorar las estrategias de marketing.

Biografía del autor/a

M. H PARVEZ, Kalinga Institute of Industrial Technology (Deemed to be University), Bhubaneswar, Odisha
M Hasan Parvez, is Researcher and teacher at School of Management, Kalinga Institute of Industrial Technology (Deemed to be University), Bhubaneswar, Odisha, India (main employee), and is Sr. Officer, Daffodil International University, Bangladesh, His research areas are Public and Private Administration, Development Administration, Advertisements, Industrial Technology.
E. U. H EITEN, Daffodil International University, Dhanmondi, Dhaka

Ehatasham Ul Hoque Eiten is Researcher and teacher at School of Humanities, Kalinga Institute of Industrial Technology (Deemed to be University), Bhubaneswar, Odisha, India (main employee), and Holds Lecturer at Department of English, Daffodil International University, Bangladesh. Research areas are Public and Private Administration, Industrial Technology, social scientific, and Humanities.


ALIYEVA, U (2017). Chanel ve ysl markalari üzerinden kadinlarin ötekileştirilmesine moda ile başkaldiriş (doctoral dissertation, istanbul aydin üniversitesi sosyal bilimler enstitüsü).

ANNÍA G, María Eugenia., VILLALOBOS ANTÚNEZ, José Vicente., ROMERO PABÓN, Julio Cesar., RAMÍREZ MOLINA, Reynier Israel., & RAMOS MARTÍNEZ, Yanelis. (2018). “Conciencia ética en organizaciones universitarias: un estudio fenomenológico de la praxis como continua formación”. In Revista Inclusiones, 5(4), pp. 179-195.

BAUMHART, R (1968). An honest profit: What businessmen say about ethics in business. Holt, Rinehart, and Winston.

BIN NOOH, MN, KHAIRI, KF, AB AZIZ, MR, ABDULLAH, M, & SHUKOR, SA (2014). “The Criteria and Challenges of Unethical Advertising”. American Journal of Business, Economics, and Management, 2 (4), p. 88.

BOULSTRIDGE, E, & CARRIGAN, M (2000). "Do consumers care about corporate responsibility? Highlighting the attitude-behavior gap”. Journal of communication management, 4(4), pp. 355-368.

CHONKO, LB, & HUNT, SD (1985). “Ethics and marketing management: An empirical examination”. journal of Business Research, 13(4), pp. 339-359.

CHRISTIANS, CG, RICHARDSON, KB, FACKLER, M, KRESHEL, P, & WOODS, RH (2015). Media Ethics: Cases and Moral Reasoning, CourseSmart eTextbook. Routledge.

DRUCKER, PF (1973). “Management: Tasks, Responsibilities”. Practice, p. 125.

HUQ, SM, NEKMAHMUD. M, AKTAR, MS (2016). “Unethical practices of Advertising in Bangladesh: A case study on some selective products”. International Economics of Sciences, Finance and Management Sciences, 4(1), pp. 10-19.

KALOGEROPOULOS, P, RUSSO, JA, SULLIVAN, P, KLOOGER, M, & GUNNINGHAM, S (2020). “Re-enfranchising Mathematically-alienated Students: Teacher and Tutor Perceptions of the Getting Ready in Numeracy (G.R.I.N.) Program”. International Electronic Journal of Mathematics Education, 15(1).

LAY RABY, N.D., RAMÍREZ MOLINA, Reynier Israel., & VILLALOBOS ANTÚNEZ, J.V. (2019). Sociología y discapacidad en el contexto laboral en Chile. First edition. Editorial Centro Internacional de Marketing Territorial para la Educación y el Desarrollo CIMTED. Medellín-Colombia.

LAU, GT, & LEE, SH (1999). “Consumers' trust in a brand and the link to brand loyalty”. Journal of Market-Focused Management, 4(4), pp. 341-370.

LAUREANO, RMS, FERNANDES, AL, HASSAMO, S, & ALTURAS, B (2018). “Facebook Satisfaction and Its Impacts on Fundraising”: A Case Study at a Portuguese Non-Profit Organization. Journal of Information Systems Engineering & Management, 3(1), pp. 4-7.

MALEKI, M., & PASHA, M. A (2012). “Ethical Challenges: Customers' Rights”. SCMS Journal of Indian Management, 9(4).

MARTÍNEZ, Suyis; RAMOS MARTÍNEZ, Yanelis y ANNÍA, María Eugenia. (2019). El coaching en educación. Utilidad para la transformación escolar mediante sistematización de experiencias. In Opción. Revista de Ciencias Humanas y Sociales. Año 35, No. 89-2: 1388-1439. Universidad del Zulia. Maracaibo (Venezuela).

MOHAMMADI, S, & YEKTA, P, (2018). “The Effect of Emotional Intelligence on Job Satisfaction among Stuff Nurses in Intensive Care Units”. UCT Journal of Social Sciences and Humanities Research, 6(2), pp. 1-7.

NANTEL, J, & WEEKS, WA (1996). “Marketing ethics: is there more to it than the utilitarian approach?”. European Journal of Marketing, 30(5), pp. 9-19.

NOORADI, M, BAGHERI NIA, H, & OULIAEY, A (2017). “Are the manager's bases of power related to job satisfaction?” UCT Journal of Management and Accounting Studies, 5(3), pp. 71-75.

RAMÍREZ MOLINA, Reynier Israel., CHACÓN ZÚÑIGA, H.C., & EL KADI JANBEIH, O. N. (2018). Gestión estratégica del talento humano en las PYMES. First edition. Editorial Corporación CIMTED. Medellín-Colombia.

RINCÓN, Yanyn; SUKIER, Harold; CONTRERAS, Jairo & RAMÍREZ MOLINA, Reynier Israel. (2019). “Responsible Communication Strategies for Small and Medium-Sized Enterprises”. In Opción. Revista de Ciencias Humanas y Sociales. Vol. 35, No.89-2: 1208-1234. Universidad del Zulia. Maracaibo (Venezuela).

RAMOS MARTÍNEZ, Yanelis. (2007). Estrategias de la gestión directiva y construcción de la grandeza docente en las escuelas bolivarianas. In Revista electrónica de humanidades, educación y comunicación social, (REDHECS). Edición 2, año 2.

PAKDEL, M, & ASHRAFI, M (2019). “Relationship between Working Capital Management and the Performance of Firm in Different Business Cycles”. Dutch Journal of Finance and Management, 3(1).

SHAW, WH, & BARRY, VB (1995). “Moral Issues in Business”. Belmond. CA: Wadsworth.

SINGH, M (2014). “Ethical issues and principles related to advertising”. Abhinav National Monthly Refereed Journal of Research in Commerce and Management, 3(6), pp. 100-108.

TSALIKIS, J, & FRITZSCHE, DJ (2013). “Business ethics: A literature review with a focus on marketing ethics”. In Citation Classics from the Journal of Business Ethics, pp. 337-404. Springer, Dordrecht.

VITELL, SJ (1986). Marketing ethics: Conceptual and empirical foundations of a positive theory of decision making in marketing situations having ethical content (Doctoral dissertation, Texas Tech University).

WEINER, E (1992). “Business in the 21st Century”. The Futurist, 26(2), pp. 13-15.

Cómo citar
PARVEZ, M. H., & EITEN, E. U. H. (2019). Ethics in television commercials: an opinion survey of consumers on advertisements of Bangladeshi Companies. Utopía Y Praxis Latinoamericana, 24(1), 335-344. Recuperado a partir de