The impact of ethical advertising on customer loyalty and product quality evaluation: A case study of a fair‑trade apparel brand in Kano, Nigeria
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Background of the study
Fair‑trade apparel brands emphasize ethical production, social justice, and sustainable practices in their marketing communications. In Kano, fair‑trade brands use ethical advertising to differentiate themselves by showcasing their commitment to fair labor practices and environmentally responsible production. Such advertising not only builds consumer trust but also influences customer loyalty and quality evaluation (Chinwe, 2023). Ethical advertising practices involve transparent messaging and consistent communication of ethical values, which can enhance consumers’ perceptions of product quality and foster long‑term brand loyalty (Ibrahim, 2024). By aligning their marketing messages with ethical standards, fair‑trade apparel brands can effectively counteract negative stereotypes and build a strong, loyal customer base. This study examines the impact of ethical advertising on customer loyalty and product quality evaluation for a fair‑trade apparel brand in Kano, focusing on the specific ethical elements that drive consumer commitment and positive quality perceptions.
Statement of the problem:
Fair‑trade apparel brands in Kano face challenges in translating ethical advertising into increased customer loyalty and improved quality evaluations. Inconsistent or ambiguous ethical messaging can lead to consumer confusion and reduced trust (Chinwe, 2023). When consumers perceive a gap between the ethical claims and the actual product experience, it negatively affects their loyalty and assessment of quality. Without clear ethical advertising strategies, fair‑trade brands risk undermining their value proposition and losing market share. This study aims to identify the ethical advertising elements that most effectively foster customer loyalty and enhance quality evaluation for fair‑trade apparel brands (Ibrahim, 2024).
Objectives of the Study
To evaluate the impact of ethical advertising on customer loyalty.
To assess the influence of ethical messaging on product quality evaluation.
To propose strategies for optimizing ethical advertising in fair‑trade apparel.
Research questions
How does ethical advertising affect customer loyalty?
What is the relationship between ethical messaging and product quality evaluation?
Which ethical advertising strategies are most effective for fair‑trade apparel?
Significance of the Study
This study is significant as it investigates the effect of ethical advertising on customer loyalty and product quality evaluation for a fair‑trade apparel brand in Kano. The findings will provide actionable insights for fair‑trade marketers to improve ethical messaging, thereby enhancing consumer trust and loyalty. The research contributes to academic literature on ethical marketing and offers practical recommendations for sustaining competitive advantage in the fair‑trade sector (Ibrahim, 2024).
Scope and Limitations of the Study
The study is limited to a fair‑trade apparel brand in Kano and focuses solely on ethical advertising. It does not extend to other industries or geographic regions.
Definitions of Terms
Ethical Advertising: Marketing practices that emphasize honesty, transparency, and social responsibility.
Customer Loyalty: The degree of repeat purchase behavior and commitment shown by consumers.
Product Quality Evaluation: The consumer’s assessment of the excellence and performance of a product.
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