An evaluation of ethical marketing communications on brand integrity: Evidence from a luxury brand in Port Harcourt.
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Background of the study:
Ethical marketing communications play a vital role in maintaining and enhancing brand integrity, particularly for luxury brands that are built on reputation and exclusivity. In Port Harcourt, a luxury brand has implemented ethical marketing communications that emphasize transparency, authenticity, and social responsibility. The brand’s messaging focuses on ethical sourcing, fair trade practices, and a commitment to environmental sustainability, all of which are critical to maintaining its high-end image (Adeniyi, 2023). By disseminating these values through digital campaigns, press releases, and experiential marketing, the brand seeks to solidify consumer trust and reinforce its market position. The study examines how ethical marketing communications affect brand integrity by influencing consumer perceptions and enhancing overall brand equity. It also investigates the role of consistent ethical messaging in mitigating negative perceptions and ensuring long-term brand loyalty. With increasing consumer demand for ethical practices in the luxury sector, this research provides insights into how brands can maintain integrity while achieving competitive differentiation (Chinwe, 2024).
Statement of the problem:
Although ethical marketing communications are increasingly adopted by luxury brands, their direct impact on brand integrity is not well understood. Consumers may be skeptical about the authenticity of ethical claims if inconsistencies arise in messaging, potentially compromising brand integrity. Furthermore, there is a lack of clear metrics to evaluate how ethical communications contribute to consumer trust and brand reputation. Without comprehensive evidence, luxury brands risk diluting their market position by failing to communicate their ethical values effectively. This study aims to fill this gap by providing empirical data on the relationship between ethical marketing communications and brand integrity (Ibrahim, 2024).
Objectives of the study:
To evaluate the impact of ethical marketing communications on brand integrity.
To assess consumer perceptions of the brand’s ethical messaging.
To propose strategies for enhancing brand integrity through ethical communications.
Research questions::
How do ethical marketing communications influence brand integrity?
What are consumer perceptions of ethical messaging in luxury brands?
Which communication strategies are most effective in maintaining brand integrity?
Significance of the study
This study is significant for luxury brands seeking to preserve their reputation and competitive advantage through ethical marketing communications. The findings provide actionable recommendations for maintaining brand integrity and fostering consumer trust, thereby enhancing overall brand value. The research contributes to the theoretical and practical understanding of ethical marketing in the luxury sector (Udo, 2024).
Scope and limitations of the study
The study is limited to a luxury brand in Port Harcourt and focuses solely on the impact of ethical marketing communications on brand integrity.
Definitions of terms
Ethical marketing communications: Messaging that emphasizes transparency, honesty, and social responsibility.
Brand integrity: The quality of being honest and having strong moral principles that are reflected in the brand’s identity.
Luxury brand: A high-end brand known for exclusivity, quality, and superior customer service.
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