Role of Ethical Marketing in Driving Consumer Brand Relationships and Brand Loyalty: A Sustainable Marketing Approach

Muhammad Tanveer, Abdul-Rahim Ahmad, Haider Mahmood () and Ikram Ul Haq
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Muhammad Tanveer: Prince Sultan University, Riyadh 11586, Saudi Arabia
Abdul-Rahim Ahmad: KFUPM Business School, Dhahran 31261, Saudi Arabia
Ikram Ul Haq: King Abdullah International Medical Research Center, College of Dentistry, King Saud bin Abdulaziz University for Health Sciences, Riyadh 11481, Saudi Arabia

Sustainability, 2021, vol. 13, issue 12, 1-17

Abstract: This research is focused on studying the impact of ethical marketing practices on value-adding product sustainability and customer brand relationship sustainability. It further investigates the consequent effects of value-adding product sustainability and customer brand relationship sustainability on brand loyalty. Data for this study were collected from a sample of 1500 customers having multiple interactions with goods and brands of retail organizations in Pakistan. We employed structural equation modeling (SEM) using SPSS 24.0 to analyze our data. The findings of this paper provide empirical support to the proposed relationships. More specifically, ethical marketing practices were found to have a significant impact on value-adding product sustainability and customer-value brand relationship sustainability. The findings also support a positive impacts of value-adding product sustainability and customer-value brand relationship sustainability on brand loyalty. This study provides some valuable implications for the theory and practice in that it identifies and empirically validates key ethical marketing factors affecting loyalty in business-to-consumer interactions. Besides, this study advocates implications for firms regarding some key aspects of ethical marketing practices that should be strengthened to achieve sustained brand loyalty.

Keywords: ethical marketing; extended marketing mix; consumer brand relationships; brand loyalty; sustainability (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

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