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. Attached Files Name Description MIMEType Size Downloads volkov-forensicmarketing-2015.pdf Published version application/pdf 463.41KB 238 Title Forensic marketing and consumer behaviour: admissibility of evidence Author(s) 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: Faculty of Business and Law Open Access Collection Department of Marketing Related Links Link Description Connect to Elements publication management system Go to link with your DU access privileges   Connect to published version Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. 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. Versions Version Filter Type Thu, 20 Aug 2015, 09:51:28 EST Thu, 20 Aug 2015, 14:21:47 EST Fri, 21 Aug 2015, 05:04:02 EST Fri, 21 Aug 2015, 06:09:10 EST Thu, 27 Aug 2015, 13:11:33 EST Thu, 27 Aug 2015, 13:13:52 EST Fri, 28 Aug 2015, 08:39:41 EST Wed, 07 Sep 2016, 10:08:28 EST Wed, 06 Dec 2017, 06:16:17 EST Fri, 07 Sep 2018, 17:37:17 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 442 Abstract Views, 239 File Downloads  -  Detailed Statistics Created: Thu, 20 Aug 2015, 14:21:47 EST