Retail Ethics and Brand Loyalty: A Critical Analysis
Satakshi Sharma*(Research Scholar, Sam Higginbottom University of Agriculture, Technology and Sciences, Prayagraj, Uttar Pradesh, India) and Pradhyuman Singh Lakhawat (Assistant Professor, Sam Higginbottom University of Agriculture, Technology and Sciences, Prayagraj, Uttar Pradesh, India)*Corresponding author's Email
Sharma, Satakshi and Lakhawat, Pradhyuman Singh (2019), “Retail Ethics and Brand Loyalty: A Critical Analysis”, MERC Global’s International Journal of Management, Vol. 7, Special Issue 1, pp. 67-71.
Submitted: February 27, 2019, Revision received: March 28, 2019, Accepted: April 10, 2019
Retail ethics are primarily concerned with the ethical conduct of the salespersons in a retail setting. In this society of increasing literacy among consumers, ethics have emerged out to create its utmost importance. So retailing without ethics is a topic of concern as it can eventually lead to the unhappy set of customers which could lead to the declining profits and higher marketing costs for the retailers selling them. Therefore, this study is performed to analyse the importance of retailing ethics in boosting the brand Loyalty thereby branding. The study is conducted in Mumbai city with 500 consumers to understand their views on private label retailer’s ethics. Findings indicate that retailers practicing ethical values form favourable mindsets of the customers for their retail outlet and also add up to the value of the brand they sell inducing brand loyalty. Hence, it is very much evident from this practice that retailers through their ethical conducts have the power to influence the sale for a brand among its customers and helping in creating brand loyalty thus improves branding. This study would help the organisations and retail salespeople in addressing ethical dilemmas of consumers.
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