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Forensic marketing and consumer behaviour: admissibility of evidence

Volkov, Michael and Laing, Gregory 2015, Forensic marketing and consumer behaviour: admissibility of evidence, e-Journal of social and behavioural research in business, vol. 6, no. 1, pp. 11-20.

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Title Forensic marketing and consumer behaviour: admissibility of evidence
Author(s) Volkov, MichaelORCID iD for Volkov, Michael orcid.org/0000-0002-2459-4515
Laing, Gregory
Journal name e-Journal of social and behavioural research in business
Volume number 6
Issue number 1
Start page 11
End page 20
Total pages 10
Publisher Australian Business & Education Research Association
Place of publication Mapleton, Qld.
Publication date 2015
ISSN 1838-8485
Keyword(s) Forensic Marketing
Consumer Behaviour
Brand Recognition
Economic Loss
Summary Purpose- The purpose of this paper is to explore the underlying aspects of Forensic Marketing and develop models that can be used in the forensic marketing analysis process. Thus providing support for the admissibility of marketing evidence in a court of law.Design/methodology/approach- A two stage approach used in this paper. The first stage involves a literature review identifying theories and the various constructs and variables leading to the formulation of two models firstly, for conducting forensic marketing analysis and secondly, to clarify the relationship of marketing issues to profitability of a product. The second stage involves examining court rulings in regards to the admissibility of marketing evidence.Contribution / implications-The contribution of this paper is towards the clarification and justification of the underlying constructs and variables in the forensic marketing analysis as evidence in determining economic loss.
Language eng
Field of Research 150501 Consumer-Oriented Product or Service Development
150506 Marketing Theory
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2015, Australian Business & Education Research Association
Free to Read? Yes
Persistent URL http://hdl.handle.net/10536/DRO/DU:30075763

Document type: Journal Article
Collections: Open Access Collection
Department of Marketing
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.