The impact of integrated ethical marketing on customer purchase behavior and product quality perception: A study of a luxury brand in Kano, Nigeria.
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Background of the study
Integrated ethical marketing involves the cohesive implementation of ethical practices across all marketing channels, which is particularly crucial for luxury brands. In Kano, luxury brands are increasingly using integrated ethical marketing to communicate their commitment to social responsibility, sustainability, and transparency. This approach not only differentiates the brand in a competitive market but also reinforces perceptions of high product quality (Okafor, 2023). Research has shown that when consumers perceive a brand as ethically responsible, their purchase behavior becomes more favorable and their evaluation of product quality is enhanced (Ibrahim, 2024). However, the integration of ethical marketing can be challenging, particularly in balancing ethical commitments with profit-driven objectives. This study examines how integrated ethical marketing influences customer purchase behavior and product quality perception for a luxury brand in Kano. The research aims to identify the key elements of ethical marketing that drive consumer trust and provide recommendations for luxury brands to optimize their marketing strategies, ensuring a positive impact on both purchase decisions and quality perceptions (Adebayo, 2025).
Statement of the problem
Luxury brands in Kano face challenges in effectively integrating ethical marketing practices into their overall strategy, which can affect customer purchase behavior and product quality perception. Inconsistent ethical messaging and conflicts between profit motives and ethical commitments may lead consumers to question the brand’s authenticity and the quality of its products (Okafor, 2023). This misalignment can result in lower purchase intentions and a diminished perception of value, threatening long-term customer loyalty (Ibrahim, 2024). This study seeks to investigate these issues and identify strategies for enhancing the integration of ethical marketing, thereby improving both consumer trust and product quality perception (Adebayo, 2025).
Objectives of the Study
To evaluate the impact of integrated ethical marketing on purchase behavior.
To assess its influence on product quality perception.
To recommend strategies for effective ethical marketing integration.
Research Questions
How does integrated ethical marketing affect customer purchase behavior?
What is its impact on product quality perception?
What strategies can enhance ethical marketing integration in luxury brands?
Significance of the study
This study is significant as it investigates how integrated ethical marketing influences consumer purchase behavior and product quality perception in the luxury sector. The insights will help luxury brands in Kano to develop ethical marketing strategies that reinforce consumer trust and enhance brand value (Okafor, 2023; Ibrahim, 2024). The recommendations will support sustainable marketing practices that drive long-term loyalty and competitive advantage (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a luxury brand in Kano and focuses on integrated ethical marketing and its effects on purchase behavior and quality perception. It does not extend to other market segments or regions.
Definitions of terms
Integrated ethical marketing: The consistent application of ethical values across all marketing channels.
Customer purchase behavior: The process by which consumers decide to buy products.
Product quality perception: Consumer evaluation of the excellence of a product.
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