Fairness perceptions in marketing strategy and across the marketing mix: An integrative review and call to action

Fairness is a foundational and highly consequential construct in marketing, shaping purchase intentions, brand attitudes, complaints, boycotts, and word‐of‐mouth. Yet extant consumer research has largely concentrated on price fairness, leaving fairness across the rest of marketing strategy and the marketing mix comparatively underexplored. This review makes three contributions. First, we review and integrate the field's three theoretical foundations: dual entitlement, inequity aversion, and moralized cognition. Second, we organize recent findings in the fairness literature around two managerial frameworks: strategy (segmentation, targeting, and positioning) and tactics (promotion, place, and product, in addition to price). Third, we highlight understudied areas and topics across the full range of marketing activities and issue a call to action for future research.