The effect of ethical marketing initiatives on brand loyalty: A study of a luxury fashion brand in Kano.
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
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.
Related Project Materials
An assessment of infrastructure deficits and their impact on Nigeria’s economic development: A study of rural areas in Edo State (2000–2020).
Background of the Study:
Infrastructure plays a critical role in stimulating economic development by facilitating efficient transportatio...
THE IMPACT OF ELECTRONIC BANKING ON COMMERCIAL BANKS OPERATIONS
ABSTRACT
This study was on electronic banking and the purpose of carrying out this research was to assess the impact of...
Role of Accounting Information System in Enhancing Budgetary Efficiency in Akwanga Local Government Area
Background of the Study
Efficient budgeting is essential for the proper allocation of resources in loca...
The impact of visual merchandising on impulse buying: A case study of fashion stores in Sokoto State
Background of the Study
Visual merchandising is a critical tool used by retailers to attract, engage, a...
AIR POLLUTION CONTROL WITHIN AN INDUSTRIAL ENVIRONMENT
ABSTRACT
The Air pollution damage function regulation employed so far in addressing environmental ...
THE INFLUENCE OF DIGITAL TECHNOLOGIES ON CUSTOMER NEEDS ASSESSMENT
THE INFLUENCE OF DIGITAL TECHNOLOGIES ON CUSTOMER NEEDS ASSESSMENT
This study investigated the influence of digital tech...
REVENUE ALLOCATION AND POLITICAL STABILITY IN NIGERIA 2010 TO 2015
Abstract
The Nigerian federalism has from the inception of managing the allocation of revenue among its...
The effect of language policy changes on bilingual education in Nigerian urban centers
Background of the Study
Language policy changes can significantly influence the landscape of bilingual education, particul...
The impact of long travel distances on healthcare access in Taraba State
Background of the Study
In Taraba State, many communities are located in remote, hard-to-reach areas where long travel distances to healt...
The role of routine deworming programs in reducing parasitic infections in Niger State
Background of the Study
Parasitic infections, particularly soil-transmitted helminthiases, remain a significant public health challenge i...
