An assessment of ethical marketing strategies on corporate image: Evidence from a sustainable fashion brand in Kaduna
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- NGN 5000
Background of the study
Ethical marketing strategies have garnered increased attention as companies seek to build trust and a positive corporate image through transparency and social responsibility. In Kaduna, a burgeoning market for sustainable fashion, brands are integrating ethical principles into their marketing efforts to differentiate themselves from competitors (Abubakar, 2023). Sustainable fashion brands are particularly focused on using environmentally responsible materials and ensuring fair labor practices, which not only appeal to ethically conscious consumers but also enhance the overall corporate image (Ibrahim, 2024). The incorporation of ethical marketing practices helps mitigate negative perceptions that may arise from exploitative practices prevalent in the fast-fashion industry (Bello, 2023). Moreover, the growing influence of social media has amplified the impact of ethical campaigns, allowing consumers to share positive brand stories and endorse companies that are socially responsible (Adamu, 2025). However, there is still a gap in understanding how these ethical initiatives translate into long-term corporate image enhancement in the context of Kaduna’s unique socio-cultural environment. This study will explore the relationship between ethical marketing strategies and corporate image, focusing on a sustainable fashion brand that actively communicates its ethical values (Abubakar, 2023).
Statement of the problem
Despite the increasing adoption of ethical marketing strategies, many companies struggle to achieve a consistent improvement in their corporate image. In Kaduna, where consumer values are evolving, the effectiveness of ethical marketing in shaping corporate perceptions remains underexplored (Ibrahim, 2024). Brands face the challenge of proving that their ethical claims are more than superficial marketing ploys. Additionally, inconsistencies in message delivery and external market pressures may dilute the intended positive impact on corporate image (Bello, 2023). These challenges create a need to systematically investigate the efficacy of ethical marketing strategies and understand the factors that either enhance or undermine corporate image. This study seeks to address these issues by examining a sustainable fashion brand in Kaduna, providing evidence-based insights into the role of ethical marketing in corporate branding (Adamu, 2025).
Objectives of the study:
To assess the impact of ethical marketing strategies on corporate image in Kaduna.
To identify the ethical elements that most significantly influence consumer perceptions.
To develop recommendations for enhancing ethical marketing practices.
Research questions:
How do ethical marketing strategies affect corporate image in Kaduna?
Which ethical elements are most influential in shaping consumer perceptions?
How can sustainable fashion brands improve their ethical marketing approaches?
Significance of the study
This study provides valuable insights into the relationship between ethical marketing and corporate image, with a focus on a sustainable fashion brand in Kaduna. Its findings will assist brands in fine-tuning their ethical practices and marketing communications, thereby enhancing their corporate reputation. The research contributes to academic literature and offers practical guidance for companies seeking to align ethical values with business objectives. Ultimately, the study supports a more ethical approach to marketing that benefits both consumers and companies (Ibrahim, 2024).
Scope and limitations of the study:
The study is confined to the evaluation of ethical marketing strategies and their impact on the corporate image of a sustainable fashion brand in Kaduna. The conclusions are limited to this brand and the specific context of Kaduna.
Definitions of terms:
Ethical Marketing: Marketing practices that emphasize transparency, fairness, and social responsibility.
Corporate Image: The perception of a company as shaped by its actions, communications, and values.
Sustainable Fashion: A segment of the fashion industry that prioritizes environmental and social responsibility.
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