Management Studies and Business Journal
Vol. 1 No. 12 (2024): Management Studies and Business Journal (PRODUCTIVITY)

BUILDING GLOBAL LOYALTY THE ROLE OF ETHICAL MARKETING IN BRAND SUCCESS

Sucidha, Irma (Unknown)

Article Info

Publish Date
22 Dec 2024

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.

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Journal Info
Management Studies and Business Journal
Website

Abbrev

productivity

Publisher

PT Penelitian dan Pengembangan Ilmu

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Management Studies and Business Journal (PRODUCTIVITY) reviewed covers theoretical and applied research in the field of Management and Business. Priority is given to those articles which satisfy the main scope of the journal, and have an impact in the research areas of interest. PRODUCTIVITY Journal ...