Title: Marketing between goals realisation and ethics adherence: a consumer loyalty approach

Authors: Abderrezak Bensalah

Addresses: Faculty of Economics, Management and Commerce Sciences, Saad Dahleb University, Route de Soumaa Bp 270, Blida 09000, Algerie

Abstract: This paper aims to show the importance of marketing ethics and its efficient role in achieving a high level of consumer loyalty. The concepts of this subject were studied within a theoretical framework through presenting the meaning of concepts then searching the relationship between them. The findings reveal that marketing ethics can make consumer loyal through satisfaction, trustworthiness, relationship with partner, and image of the brand. That is what may be realised by adhering to the ethical rules.

Keywords: marketing origins; goal realisation; ethical adherence; marketing ethics; consumer loyalty; customer satisfaction; trustworthiness; partnership relationships; brand image.

DOI: 10.1504/IJSEI.2013.058223

International Journal of Social Entrepreneurship and Innovation, 2013 Vol.2 No.4, pp.346 - 360

Received: 12 Sep 2013
Accepted: 12 Sep 2013
Published online: 28 Feb 2014 *

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