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Ethical marketing has gained increasing importance in a corporate environment where customers appreciate not only the excellence of products and services, but also the principles and values that brands embody. This practice is based on transparency, social responsibility, and respect for customers, fostering tactics that prioritize customer well-being and community commitment. The purpose of this research is to understand how ethical marketing practices affect consumer loyalty toward brands, recognizing the most effective procedures and strategies for establishing lasting relationships based on business ethics. The approach used was a descriptive, non-experimental design with a quantitative methodology. The participant group consisted of 80 people from the district of Aguadulce. The findings show that 67.5% of respondents believe that ethical marketing could have a beneficial effect on a brand's reputation if implemented in a product's advertising campaigns. In this sense, the impact of ethical marketing on consumer loyalty becomes a vital issue, given that purchasing decisions and brand loyalty are increasingly affected by perceptions of corporate integrity and ethics. Understanding this relationship is essential for businesses to establish lasting connections with their audiences and strengthen their market position.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
