An appraisal of ethical product promotion on customer purchase intentions and quality evaluation: Evidence from a luxury brand in Kano, Nigeria
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Background of the study
Ethical product promotion has gained increasing importance in the contemporary marketing landscape, particularly within the luxury brand segment. In Kano, Nigeria, luxury brands are expected to adhere to ethical standards that not only promote transparency but also enhance customer trust and satisfaction. With the rise of socially responsible consumerism, ethical promotion practices—such as honest advertising and responsible messaging—play a pivotal role in shaping customer purchase intentions and quality evaluation (Okafor, 2023). Luxury brands, by virtue of their high-end positioning, face intense scrutiny regarding the authenticity of their promotional messages. Research suggests that when consumers perceive promotional practices as ethical, they are more likely to develop positive attitudes towards the brand and exhibit higher purchase intentions (Adebayo, 2024). Moreover, ethical promotion reinforces the brand’s commitment to quality and fosters long-term relationships with discerning customers. This study delves into the ethical dimensions of product promotion and examines its impact on customer behavior, particularly in the luxury sector in Kano. The evolving regulatory landscape and growing consumer awareness necessitate an in-depth exploration of how ethical practices influence both the decision-making process and the overall evaluation of product quality.
Statement of the problem:
Despite the growing emphasis on ethical practices in marketing, luxury brands in Kano face significant challenges in aligning promotional activities with customer expectations for integrity and quality. The disparity between the perceived ethicality of promotional messages and the actual promotional practices has led to customer skepticism, affecting both purchase intentions and quality evaluation (Eze, 2023). Many luxury brands struggle to balance persuasive marketing with ethical considerations, resulting in mixed consumer responses. This inconsistency creates uncertainty regarding the long-term impact of ethical product promotion on customer loyalty and market performance. Furthermore, a lack of empirical research on this subject in the Nigerian luxury market exacerbates the problem. Addressing this gap is essential for developing promotional strategies that not only comply with ethical standards but also enhance consumer trust and perceived product quality (Okafor, 2023).
Objectives of the Study
To assess the impact of ethical product promotion on customer purchase intentions.
To examine the relationship between ethical promotion and quality evaluation.
To provide strategic recommendations for integrating ethical practices into luxury brand marketing.
Research questions
How does ethical product promotion influence customer purchase intentions in the luxury market?
What is the relationship between ethical promotional practices and perceived product quality?
What strategies can luxury brands adopt to enhance ethical promotion in their marketing efforts?
Significance of the Study
This study is significant as it highlights the critical role of ethical product promotion in shaping customer purchase intentions and quality evaluation within the luxury sector in Kano. By demonstrating the positive impact of ethical practices on consumer behavior, the research provides actionable insights for marketers aiming to build trust and sustain brand loyalty. The findings will benefit luxury brands seeking to enhance their promotional strategies while upholding ethical standards. This study also contributes to academic literature on ethical marketing, offering evidence-based recommendations for practice (Adebayo, 2024).
Scope and Limitations of the Study
The study is limited to examining ethical product promotion and its effects on customer purchase intentions and quality evaluation for a specific luxury brand in Kano. It does not include other markets or promotional dimensions beyond ethical considerations.
Definitions of Terms
Ethical Product Promotion: Marketing practices that adhere to moral principles and transparency in communication.
Customer Purchase Intentions: The likelihood that consumers will buy a product based on their attitudes and perceptions.
Quality Evaluation: The process through which consumers assess the standard and excellence of a product.
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