The effect of ethical advertising on market competitiveness: A study of a sustainable brand in Abuja, Nigeria
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Background of the study
Ethical advertising emphasizes transparency, honesty, and social responsibility in marketing communications, and is increasingly recognized as a strategy for enhancing market competitiveness. In Abuja, a sustainable brand has adopted ethical advertising practices to differentiate itself from competitors by highlighting its commitment to fair practices, environmental stewardship, and community support (Umar, 2023). Such advertising aims to build consumer trust and loyalty, which can translate into a competitive edge in the market. Ethical advertising not only supports the brand’s ethical positioning but also serves as a tool for mitigating consumer skepticism associated with corporate misbehavior (Bello, 2024). Despite its potential, the direct impact of ethical advertising on market competitiveness remains underexplored, particularly in emerging markets. This study investigates how ethical advertising influences the market competitiveness of a sustainable brand in Abuja by analyzing consumer responses, market share changes, and brand reputation. The research seeks to offer insights into the strategic benefits of ethical advertising and provide recommendations for brands looking to improve their competitive positioning through ethical practices (Oluwaseun, 2025).
Statement of the problem
Although ethical advertising is increasingly adopted, its effect on market competitiveness for sustainable brands in Abuja remains unclear. Consumers may appreciate ethical messages; however, if these messages are not perceived as authentic, the competitive advantage may not materialize (Umar, 2023). Moreover, external market factors and competition may dilute the impact of ethical advertising on brand performance (Bello, 2024). This ambiguity calls for a detailed investigation into how ethical advertising influences market competitiveness and whether it can effectively differentiate a brand from its competitors. This study aims to address these uncertainties by exploring the relationship between ethical advertising and competitive positioning, thereby providing strategic recommendations for sustainable brands (Oluwaseun, 2025).
Objectives of the study:
To evaluate the effect of ethical advertising on market competitiveness.
To identify the ethical advertising elements that most influence consumer perceptions.
To recommend strategies for leveraging ethical advertising to improve competitive positioning.
Research questions:
How does ethical advertising impact the market competitiveness of a sustainable brand in Abuja?
Which elements of ethical advertising are most effective in building competitive advantage?
How can sustainable brands optimize their ethical advertising to enhance market performance?
Significance of the study
This study is significant as it provides insights into the role of ethical advertising in enhancing market competitiveness. Its findings will guide sustainable brands in Abuja to adopt more authentic and effective ethical advertising strategies, thereby improving consumer trust and competitive positioning. The research contributes to academic literature on ethical marketing and offers practical recommendations for brands striving to differentiate themselves in competitive markets (Bello, 2024).
Scope and limitations of the study:
The study is limited to examining ethical advertising and its impact on market competitiveness for a sustainable brand in Abuja. Findings may not be applicable to other sectors or regions.
Definitions of terms:
Ethical Advertising: Marketing communications that emphasize honesty, fairness, and social responsibility.
Market Competitiveness: The ability of a brand to differentiate itself and secure a competitive edge in the market.
Sustainable Brand: A company committed to environmentally and socially responsible practices.
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