Given that modern societies require companies to be responsible and ethical to their stakeholders. Strategies focused on common issues increase the interest of consumers in buying the products or services from such companies. Certain studies have argued that companies should give their brand message while considering social and environmental problems, and sell their products to consumers. Typically, brand loyalty is reflected in how customers evaluate the company’s outlook towards the product evaluation and consumer-brand relations. It has been observed that the attainment of brand loyalty is based on programs related to the corporate marketing. Developing sustained brand loyalty has attained such a staggering attention because it helps firms in developing advantages that are viable in the markets. Besides, this study advocates implications for firms regarding some key aspects of ethical marketing practices that should be strengthened to achieve sustained brand loyalty.īuilding strong customer relationships and loyalty is increasingly important for companies in today’s rapidly changing marketing environment. 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. The findings also support a positive impacts of value-adding product sustainability and customer-value brand relationship sustainability on brand loyalty. 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 of this paper provide empirical support to the proposed relationships. We employed structural equation modeling (SEM) using SPSS 24.0 to analyze our data. Data for this study were collected from a sample of 1500 customers having multiple interactions with goods and brands of retail organizations in Pakistan. It further investigates the consequent effects of value-adding product sustainability and customer brand relationship sustainability on brand loyalty. This research is focused on studying the impact of ethical marketing practices on value-adding product sustainability and customer brand relationship sustainability.
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