The effect of ethical marketing initiatives on brand loyalty: A study of a luxury fashion brand in Kano.
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Background of the study:
Ethical marketing initiatives have become increasingly important in building strong brand loyalty, particularly in the luxury fashion industry where consumer perceptions of exclusivity and integrity are paramount. In Kano, a luxury fashion brand has adopted ethical marketing strategies that emphasize transparency, fair trade, and social responsibility. This study examines how these ethical initiatives influence brand loyalty among high-end consumers. By integrating ethical values into every aspect of its marketing communications—from sustainable sourcing to honest advertising—the brand seeks to differentiate itself in a competitive market. As consumers become more discerning and socially aware, ethical marketing initiatives can significantly enhance brand loyalty by building trust and emotional engagement (Okafor, 2023; Musa, 2024). The research analyzes the impact of ethical marketing on consumer attitudes and purchasing behavior, evaluating how transparency and ethical practices contribute to a sustained competitive advantage. Moreover, the study explores the role of digital media in disseminating ethical messages and its effect on reinforcing brand values and loyalty (Adeniyi, 2023).
Statement of the problem:
Despite the growing emphasis on ethical marketing, there is uncertainty about its direct impact on brand loyalty in the luxury fashion segment. Consumers may be skeptical of ethical claims if not substantiated by genuine practices, leading to potential gaps between brand messaging and consumer expectations. Inconsistent implementation of ethical marketing initiatives further complicates the assessment of their effectiveness in building loyalty. Without robust evidence linking ethical initiatives to sustained brand loyalty, luxury fashion brands risk misdirecting their marketing resources and failing to secure long-term customer commitment (Chinwe, 2024).
Objectives of the study:
To evaluate the effect of ethical marketing initiatives on brand loyalty in a luxury fashion brand.
To assess consumer perceptions of the brand’s ethical practices.
To identify the key factors that enhance brand loyalty through ethical marketing.
Research questions::
How do ethical marketing initiatives influence brand loyalty in luxury fashion?
What are consumers’ perceptions of ethical practices in luxury brands?
Which ethical marketing strategies are most effective in fostering brand loyalty?
Significance of the study
This study provides crucial insights for luxury fashion brands seeking to enhance brand loyalty through ethical marketing. Its findings guide strategic decision-making by demonstrating the impact of transparency and ethical practices on consumer trust and loyalty. The research contributes to academic literature and offers practical recommendations for strengthening brand-customer relationships (Ibrahim, 2024).
Scope and limitations of the study
The study is limited to a luxury fashion brand in Kano, Nigeria, focusing exclusively on the impact of ethical marketing initiatives on brand loyalty. It does not cover other marketing dimensions or industries.
Definitions of terms
Ethical marketing initiatives: Marketing practices that prioritize honesty, transparency, and social responsibility.
Brand loyalty: The commitment of consumers to repeatedly purchase and advocate for a brand.
Luxury fashion brand: A high-end fashion company that emphasizes exclusivity, quality, and ethical values.
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