An assessment of the role of ethical advertising practices in shaping customer perceptions during economic hardship: A study of a fashion brand in Kano, Nigeria.
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Background of the study
Economic hardship has heightened consumer sensitivity to ethical practices, particularly in sectors like fashion where brand image plays a significant role. In Kano, fashion brands are increasingly emphasizing ethical advertising practices to build trust and positively shape customer perceptions despite challenging economic conditions (Okafor, 2023). Ethical advertising practices involve transparent communication, authenticity, and a commitment to social responsibility, which are particularly important when consumers are cautious about their spending. Research indicates that during economic downturns, customers place a higher value on brands that demonstrate ethical integrity and social consciousness (Ibrahim, 2024). Fashion brands that incorporate ethical elements into their advertising messages can mitigate consumer skepticism and reinforce a positive brand image. However, the implementation of these practices is not without challenges, as inconsistencies in ethical messaging can undermine consumer trust. This study assesses how ethical advertising practices influence customer perceptions during economic hardship, focusing on a fashion brand in Kano. It aims to provide insights into the effectiveness of ethical messaging in fostering consumer confidence and loyalty, thereby guiding brands to better navigate economic challenges (Adebayo, 2025).
Statement of the problem
Fashion brands in Kano face a critical challenge in maintaining customer trust during economic hardship while adhering to ethical advertising practices. Although ethical advertising is expected to enhance brand credibility, inconsistencies in ethical messaging can lead to consumer skepticism (Okafor, 2023). The difficulty lies in balancing creative advertising with genuine ethical commitments, especially when financial constraints force compromises in advertising quality. This misalignment between ethical intentions and consumer expectations can result in diminished brand perception and reduced purchase behavior (Ibrahim, 2024). Thus, there is an urgent need to evaluate how ethical advertising practices affect customer perceptions during tough economic times and to identify strategies that ensure ethical integrity is maintained without compromising market competitiveness (Adebayo, 2025).
Objectives of the Study
To assess the impact of ethical advertising practices on customer perceptions during economic hardship.
To identify challenges in implementing ethical advertising in the fashion industry.
To recommend strategies for strengthening ethical messaging.
Research Questions
How do ethical advertising practices affect customer perceptions during economic hardship?
What challenges do fashion brands face in implementing ethical advertising?
What strategies can enhance the consistency of ethical advertising?
Significance of the study
This study is significant as it explores the role of ethical advertising in shaping customer perceptions during economic hardship, providing critical insights for fashion brands in Kano (Okafor, 2023; Ibrahim, 2024). By understanding these dynamics, brands can enhance their advertising strategies to maintain trust and loyalty despite financial challenges. The study’s recommendations will support the development of ethical practices that not only resonate with consumers but also sustain competitive advantage during economic downturns (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a single fashion brand in Kano and focuses on ethical advertising practices during economic hardship. It does not address other marketing strategies or broader industry segments.
Definitions of terms
Ethical advertising practices: Marketing methods that emphasize transparency, honesty, and social responsibility.
Customer perceptions: The overall impressions and beliefs held by consumers regarding a brand.
Economic hardship: A period characterized by financial instability and reduced consumer spending.
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