📄 Abstract
Corporate ethical branding as a key consumer-related driver in a global market has become a central player in consumer-brand relationship rather than an isolated corporate social responsibility (CSR) approach. This paper is an empirical research which investigates the effects of ethical branding on trust, brand attachment and long-term brand loyalty. Primary data was collected on a sample of three hundred and fifty diverse consumers using a descriptive research design and a questionnaire of five point Likert scale. Descriptive statistics, Pearson correlation, Multiple Regression and Chi-square tests were employed to examine the brand practices and moderations of various demographic factors. It was found that there is a significant positive relation between ethical consciousness and brand reputation. The multiple regression analysis indicated that the combination of honesty, social responsibility and fair treatment accounts for percent of the re-purchase intentions.. In addition, the Chi-square test showed that income is a key moderator of the consumer's willingness to remain loyal to an ethical brand in a situation where the less expensive alternatives are available. The study concludes that the ethical branding is a strategic tool that builds emotional and brand loyalty as long as the brand is transparent and honest in its operations.
📚 How to Cite:
Samarth Salunke , ROLE OF ETHICAL BRANDING ON CONSUMER BRAND RELATIONSHIPS AND BRAND LOYALTY , Volume 11 , Issue 8, August 2026, EPRA International Journal of Research & Development (IJRD) , Pages: 119 - 125 , DOI: https://doi.org/10.36713/epra28888