Branding and its Relationship with Ethical Marketing: An Empirical Study on Iraqi Delivery Companies

Maha Najam Abd Abdulluh and Zaid Yaseen Saud
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Maha Najam Abd Abdulluh: Faculty of Administration and Economics, Al-iraqia University
Zaid Yaseen Saud: Faculty of Administration and Economics, Al-iraqia University

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 4, 5354-5363

Abstract: This study explores the impact of ethical marketing practices on brand strength by examining the relationship between ethical values—transparency, social responsibility, and environmental sustainability—and key brand image factors, including awareness, reputation, and loyalty. The research focuses on two Iraqi delivery companies, Uber and Al-Musafir, with a sample of 200 consumers surveyed to gather data, which was then analyzed using SPSS.27. Statistical methods such as mean analysis, standard deviation, correlation coefficient, and simple linear regression were applied. The findings indicate that a stronger association between a brand and ethical marketing practices enhances overall brand strength. The study emphasizes the importance of integrating ethical marketing as a core element of brand identity rather than treating it as a temporary promotional tool.

Date: 2025
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