The effect of ethical marketing communications on customer loyalty and perceived product quality: An evaluation of a beauty product in Kaduna, Nigeria
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Background of the study
Ethical marketing communications have increasingly become a cornerstone for building robust customer relationships, particularly in sectors where consumer trust is paramount. In Kaduna, the beauty industry is experiencing heightened consumer scrutiny, prompting brands to adopt ethical communication practices to differentiate themselves. Ethical marketing encompasses honesty in messaging, social responsibility, and transparency in advertising, which are crucial for maintaining high customer loyalty and reinforcing perceptions of product quality (Adesanya, 2023). Beauty products, which often hinge on subjective evaluations of quality, benefit significantly from ethical communication, as it not only reduces consumer skepticism but also cultivates a loyal customer base (Chinwe, 2024). Furthermore, ethical marketing has been shown to positively influence word-of-mouth referrals and repeat purchases, essential elements in the competitive beauty market. With consumers becoming more conscious of corporate practices, ethical marketing communications offer an avenue for beauty brands in Kaduna to build long-term trust and secure market positioning. This study examines the interplay between ethical marketing communications and consumer loyalty, as well as its influence on the perceived quality of beauty products. The findings aim to provide strategic insights that can help beauty brands enhance their communication practices, thereby achieving sustainable growth and customer satisfaction.
Statement of the problem:
Despite the recognized benefits of ethical marketing communications, beauty brands in Kaduna face challenges in consistently implementing ethical practices across all promotional channels. The inconsistency in ethical messaging creates ambiguity and may lead to reduced consumer trust, adversely affecting both customer loyalty and the perceived quality of beauty products (Okonkwo, 2023). In an increasingly competitive market, the failure to maintain ethical standards in communication can undermine brand credibility and result in consumer disengagement. This gap between ethical marketing intentions and actual consumer experiences necessitates an investigation into how these communications influence consumer behavior. The lack of standardized measures for evaluating ethical communication further complicates the issue, leaving beauty brands without clear guidance on best practices (Adesanya, 2023).
Objectives of the Study
To evaluate the impact of ethical marketing communications on customer loyalty.
To examine how ethical communications influence perceived product quality.
To develop recommendations for enhancing ethical marketing practices in the beauty industry.
Research questions
How do ethical marketing communications affect customer loyalty in the beauty sector?
What is the relationship between ethical communications and perceived product quality?
What strategies can be implemented to improve ethical marketing practices in beauty products?
Significance of the Study
This study is significant as it investigates the role of ethical marketing communications in shaping customer loyalty and product quality perceptions in the beauty industry. The research provides practical recommendations that can assist beauty brands in Kaduna to refine their communication strategies and enhance consumer trust. By establishing a clear link between ethical practices and positive consumer outcomes, the study contributes to both marketing theory and practice. The insights gained will help industry stakeholders design more ethical, transparent, and effective marketing campaigns, ultimately fostering sustainable business growth (Chinwe, 2024).
Scope and Limitations of the Study
The study is limited to evaluating the effects of ethical marketing communications on customer loyalty and perceived product quality for a selected beauty product in Kaduna. It does not consider other industries or regions, and only focuses on ethical aspects of marketing communications.
Definitions of Terms
Ethical Marketing Communications: The use of honest, transparent, and socially responsible messaging in promotional activities.
Customer Loyalty: A consumer’s commitment to repurchasing and supporting a brand.
Perceived Product Quality: The consumer’s evaluation of a product’s overall excellence based on communicated attributes.
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