An assessment of ethical marketing practices in advertising on brand loyalty during economic hardship: Evidence from a fashion retailer in Kaduna, Nigeria.
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Background of the study
Economic hardship intensifies consumer scrutiny of marketing practices, making ethical advertising a crucial factor for sustaining brand loyalty. In Kaduna, fashion retailers are increasingly expected to integrate ethical marketing practices into their advertising strategies to build and maintain consumer trust during challenging economic times (Okafor, 2023). Ethical marketing in this context involves transparent communication, accurate representation of product benefits, and a commitment to social responsibility. Research has shown that ethical advertising not only improves brand image but also reinforces consumer loyalty, even when economic conditions are unfavorable (Ibrahim, 2024). However, implementing ethical marketing practices presents challenges, such as balancing profitability with ethical standards and overcoming inconsistencies in messaging. This study investigates how ethical marketing practices in advertising influence brand loyalty for a fashion retailer in Kaduna during economic hardship. It aims to uncover the relationship between ethical advertising and consumer loyalty and to provide recommendations for fashion retailers to enhance their ethical marketing efforts, thereby securing long-term customer commitment (Adebayo, 2025).
Statement of the problem
Fashion retailers in Kaduna face significant challenges in maintaining brand loyalty during economic hardship due to lapses in ethical marketing practices. Inconsistent ethical messaging and misleading advertising can erode consumer trust, leading to reduced loyalty and lower sales (Okafor, 2023). Consumers expect transparency and social responsibility, and failure to meet these expectations can result in negative brand perceptions (Ibrahim, 2024). The current economic climate exacerbates these issues, making it imperative for fashion retailers to adopt robust ethical marketing strategies. This study seeks to examine the influence of ethical advertising on brand loyalty and to identify effective strategies for enhancing consumer trust and loyalty during economic downturns (Adebayo, 2025).
Objectives of the Study
To assess the impact of ethical marketing practices on brand loyalty.
To evaluate the challenges in implementing ethical advertising during economic hardship.
To recommend strategies to strengthen ethical marketing and consumer loyalty.
Research Questions
How do ethical marketing practices influence brand loyalty during economic hardship?
What are the key challenges in maintaining ethical advertising in the fashion industry?
What strategies can enhance ethical marketing practices and brand loyalty?
Significance of the study
This study is significant as it explores the role of ethical marketing practices in maintaining brand loyalty during economic hardship in the fashion retail sector. The insights will help fashion retailers in Kaduna refine their advertising strategies to build stronger consumer trust and sustain loyalty (Okafor, 2023; Ibrahim, 2024). The recommendations provided will support the development of ethical marketing practices that foster long-term brand resilience (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a fashion retailer in Kaduna and focuses on ethical marketing practices in advertising during economic hardship. It does not cover other marketing practices or sectors.
Definitions of terms
Ethical marketing practices: Marketing strategies that emphasize transparency, honesty, and social responsibility.
Brand loyalty: The commitment of consumers to consistently choose a particular brand.
Economic hardship: A period characterized by financial challenges and reduced consumer spending.
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