Next Article in Journal
Bio-Inspired Synthetic Ivory as a Sustainable Material for Piano Keys
Previous Article in Journal
Cooling Load Forecasting via Predictive Optimization of a Nonlinear Autoregressive Exogenous (NARX) Neural Network Model
 
 
Article

The Role of Ethical Marketing Issues in Consumer-Brand Relationship

1
Department of Business Administration, SungKyunKwan University, Seoul 03063, Korea
2
Department of Business Administration, Kyonggi University, Gyeonggi-do 16227, Korea
*
Author to whom correspondence should be addressed.
Sustainability 2019, 11(23), 6536; https://doi.org/10.3390/su11236536
Received: 13 October 2019 / Revised: 10 November 2019 / Accepted: 13 November 2019 / Published: 20 November 2019
(This article belongs to the Section Economic and Business Aspects of Sustainability)
This study investigated the components of ethical marketing such as product, price, place, and promotion using ethical views on the consumer-brand relationship and perceived product quality in B2C (business to consumer) transactions. It examined whether the quality and consumer-perceived product quality of a consumer-brand relationship affects corporate brand loyalty. Data from a panel of 1,200 consumers who had multiple experiences with a company’s products and brands were used to test the hypotheses, which were verified using structural equation modeling. The results support the proposed research model with statistical significance. A corporate marketing mix strategy with respect to ethical issues was crucial to generate a consumer-brand relationship and perceived product quality, which were influenced by corporate brand loyalty. However, the outcomes associated with each area of ethical marketing practice—through the relationship between the mediating variables and the dependent variable—vary with the business type and other characteristics. Without considering this aspect, it is difficult to generalize the current results. Thus, further analyses are required in future studies. However, this study identifies influential factors for building a relationship that involves ethical marketing practice, relationship quality, and brand loyalty in B2C transactions. Finally, this study suggests implications for companies regarding which aspects of (un)ethical marketing practices should be reinforced to achieve corporate brand loyalty. This study confirmed the significant correlation between the marketing mix strategy from ethical issues, which form the basis of transactions and relationship quality. View Full-Text
Keywords: ethical marketing; consumer-brand relationship; perceived product quality; brand loyalty ethical marketing; consumer-brand relationship; perceived product quality; brand loyalty
Show Figures

Figure 1

MDPI and ACS Style

Lee, J.-Y.; Jin, C.-H. The Role of Ethical Marketing Issues in Consumer-Brand Relationship. Sustainability 2019, 11, 6536. https://doi.org/10.3390/su11236536

AMA Style

Lee J-Y, Jin C-H. The Role of Ethical Marketing Issues in Consumer-Brand Relationship. Sustainability. 2019; 11(23):6536. https://doi.org/10.3390/su11236536

Chicago/Turabian Style

Lee, Jung-Yong, and Chang-Hyun Jin. 2019. "The Role of Ethical Marketing Issues in Consumer-Brand Relationship" Sustainability 11, no. 23: 6536. https://doi.org/10.3390/su11236536

Find Other Styles
Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Article Access Map by Country/Region

1
Back to TopTop