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

Author

Listed:
  • Muhammad Tanveer

    (Prince Sultan University, Riyadh 11586, Saudi Arabia)

  • Abdul-Rahim Ahmad

    (KFUPM Business School, Dhahran 31261, Saudi Arabia)

  • Haider Mahmood

    (Department of Finance, College of Business Administration, Prince Sattam bin Abdulaziz University, Alkharj 11942, 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)

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.

Suggested Citation

  • Muhammad Tanveer & Abdul-Rahim Ahmad & Haider Mahmood & Ikram Ul Haq, 2021. "Role of Ethical Marketing in Driving Consumer Brand Relationships and Brand Loyalty: A Sustainable Marketing Approach," Sustainability, MDPI, vol. 13(12), pages 1-17, June.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:12:p:6839-:d:576461
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    8. Mahmood, Haider & Tanveer, Muhamamd & Ahmad, Abdul-Rahim & Furqan, Maham, 2021. "Rule of Law and Control of Corruption in Managing CO2 Emissions Issue in Pakistan," MPRA Paper 109250, University Library of Munich, Germany.
    9. Chao Gu & Tingting Huang & Wei Wei & Chun Yang & Jiangjie Chen & Wei Miao & Shuyuan Lin & Hanchu Sun & Jie Sun, 2023. "The Effect of Using Augmented Reality Technology in Takeaway Food Packaging to Improve Young Consumers’ Negative Evaluations," Agriculture, MDPI, vol. 13(2), pages 1-35, January.
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