The influence of ethical marketing communications on brand trust: A comparative study of a fashion brand in Kano, Nigeria
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Background of the study
Ethical marketing communications focus on transparency, honesty, and social responsibility in promotional messages, which can significantly influence brand trust. This study compares how a fashion brand in Kano, Nigeria, employs ethical marketing communications and the resulting impact on consumer trust. Ethical communications, including honest advertising, fair representation, and corporate social responsibility disclosures, are crucial for building long-term relationships with consumers (Okoro, 2023). In the competitive fashion industry, where brand reputation is paramount, ethical marketing serves as a differentiator that can enhance consumer confidence and loyalty. The study investigates various communication channels such as social media, print, and online content, examining how each contributes to the perception of ethical conduct. It further analyzes the potential trade-offs between commercial objectives and ethical transparency. The research utilizes both quantitative surveys and qualitative interviews to compare consumer responses to ethical versus non-ethical marketing practices. The study also addresses challenges like the risk of greenwashing and maintaining authenticity in marketing messages (Adeniyi, 2024; Ibrahim, 2025).
Statement of the problem
Although ethical marketing communications have the potential to enhance brand trust, many fashion brands in Kano struggle to implement these practices consistently. Inconsistencies in ethical messaging, possible perceptions of greenwashing, and a lack of transparency can erode consumer trust. This inconsistency makes it challenging for brands to differentiate themselves in a competitive market, potentially leading to decreased customer loyalty and lower sales. The study addresses the need to critically compare ethical marketing practices with standard practices, evaluating their impact on brand trust. Identifying and overcoming these challenges is essential for ensuring that ethical marketing efforts translate into genuine consumer trust and sustainable brand growth (Okoro, 2023; Adeniyi, 2024).
Objectives of the Study
To compare the impact of ethical marketing communications on brand trust.
To identify key challenges in implementing ethical marketing in the fashion industry.
To recommend strategies for enhancing ethical communications to build consumer trust.
Research Questions
How do ethical marketing communications influence brand trust for a fashion brand in Kano?
What challenges hinder the implementation of ethical marketing practices?
How can fashion brands optimize ethical communications to enhance trust?
Significance of the study
This study is significant as it provides comparative insights into how ethical marketing communications influence brand trust. The findings will assist fashion brands in Kano in developing transparent and honest marketing strategies that resonate with consumers. By identifying the challenges and proposing practical solutions, the research contributes to the development of best practices in ethical marketing, ultimately fostering stronger consumer relationships and sustainable brand growth.
Scope and limitations of the study
The study is limited to a single fashion brand in Kano, Nigeria, focusing on ethical marketing communications and their effect on brand trust. It does not extend to other industries or geographic regions.
Definitions of terms
Ethical Marketing Communications: Marketing practices that emphasize transparency, honesty, and social responsibility.
Brand Trust: The confidence consumers have in a brand’s integrity and reliability.
Comparative Study: An analysis comparing different practices or strategies to determine relative effectiveness.
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