BUILDING GLOBAL LOYALTY THE ROLE OF ETHICAL MARKETING IN BRAND SUCCESS

Irma Sucidha

doi:10.62207/mkc4yz07

Authors

Irma Sucidha STIE Panca Setia Banjarmasin, South Kalimantan, Indonesia Author

DOI:

https://doi.org/10.62207/mkc4yz07

Keywords:

Ethical marketing, brand loyalty, systematic literature review, driving factors, barrier factors, global strategy

Abstract

This research identifies the driving factors and barriers in implementing ethical marketing to build global brand loyalty. Using a systematic literature review (SLR) approach with PRISMA methodology, this research analyzes 21 related articles of ethical marketing, which includes regulatory pressure, customer awareness, high costs, and cultural differences as key factors. These findings provide practical insights for global companies in optimizing ethical marketing strategies to increase brand loyalty in diverse global markets.

References

Bezençon, V. and Blili, S. (2010). Ethical products and consumer involvement: what's new?. European Journal of Marketing, 44(9/10), 1305-1321. https://doi.org/10.1108/03090561011062853

Esan, O. (2024). Supply chain integrating sustainability and ethics: strategies for modern supply chain management. World Journal of Advanced Research and Reviews, 22(1), 1930-1953. https://doi.org/10.30574/wjarr.2024.22.1.1259

Eyo-Udo, N. (2024). Ethical supply chain management: balancing profit, social responsibility, and environmental stewardship. International Journal of Management & Entrepreneurship Research, 6(4), 1069-1077. https://doi.org/10.51594/ijmer.v6i4.985

Ferrell, O., Ferrell, L., & Sawayda, J. (2015). A review of ethical decision-making models in marketing.. https://doi.org/10.4337/9781781003435.00010

Ferrell, O. and Keig, D. (2013). The marketing ethics course. Journal of Marketing Education, 35(2), 119-128. https://doi.org/10.1177/0273475313491498

Gigliotti, M., Picciotti, A., & Runfola, A. (2019). Social enterprise and market orientation: roles and relationships for the management of sustainable supply chains. Sinergie Italian Journal of Management, 37(2), 167-191. https://doi.org/10.7433/s109.2019.09

Harun, N., Wekke, I., & Saeka, S. (2019). Workplace ethics as an instrument to expedite supply chain management in bahrain. Uncertain Supply Chain Management, 495-506. https://doi.org/10.5267/j.uscm.2018.11.006

Heimstädt, M. and Dobusch, L. (2020). Transparency and accountability: causal, critical and constructive perspectives. Organization Theory, 1(4). https://doi.org/10.1177/2631787720964216

Holloway, S. (2024). Influence of ethical supply chain practices on brand equity: a qualitative study of consumer perspectives.. https://doi.org/10.20944/preprints202406.1502.v1

Krishnamurthy, N., Swain, B., & Ramanathan, J. (2021). Ethical marketing strategies: the unique nash equilibrium. Journal of Business and Industrial Marketing, 37(6), 1373-1388. https://doi.org/10.1108/jbim-01-2021-0050

Lee, J. and Jin, C. (2019). The role of ethical marketing issues in consumer-brand relationship. Sustainability, 11(23), 6536. https://doi.org/10.3390/su11236536

Leitch, S. (2017). The transparency construct in corporate marketing. European Journal of Marketing, 51(9/10), 1503-1509. https://doi.org/10.1108/ejm-07-2017-0456

Mbu, S. and Nso, M. (2021). Implication of ethics in supply chain function. Asian Journal of Interdisciplinary Research, 4(3), 44-53. https://doi.org/10.34256/ajir2135

Nadason, S. (2024). The mediating effect of customer loyalty in the relationship between supply chain performance, inventory management and quality management. Marketing and Management of Innovations, 15(1), 67-79. https://doi.org/10.21272/mmi.2024.1-06

Paulraj, A., Chen, I., & Blome, C. (2015). Motives and performance outcomes of sustainable supply chain management practices: a multi-theoretical perspective. Journal of Business Ethics, 145(2), 239-258. https://doi.org/10.1007/s10551-015-2857-0

Reynolds, S. (2024). Consumer perceptions of ethical supply chains and their effect on brand loyalty.. https://doi.org/10.20944/preprints202406.1074.v1

Rezaee, Z. (2018). Supply chain management and business sustainability synergy: a theoretical and integrated perspective. Sustainability, 10(1), 275. https://doi.org/10.3390/su10010275

Salifu, S. (2023). The impact of corporate social responsibility on brand loyalty: evidence from ghana. Interdisciplinary Social Studies, 2(12), 2638-2653. https://doi.org/10.55324/iss.v2i12.523

Sheth, J. and Parvatiyar, A. (2020). Sustainable marketing: market-driving, not market-driven. Journal of Macromarketing, 41(1), 150-165. https://doi.org/10.1177/0276146720961836

Sutia, S. (2022). Integrating supply chain management with marketing strategies: enhancing competitive advantage, customer satisfaction, and sustainability. Journal of Economics and Business Letters, 2(1), 7-9. https://doi.org/10.55942/jebl.v2i1.281

Tanveer, M., Ahmad, A., Mahmood, H., & Haq, I. (2021). Role of ethical marketing in driving consumer brand relationships and brand loyalty: a sustainable marketing approach. Sustainability, 13(12), 6839. https://doi.org/10.3390/su13126839