Volume 02, Issue 05
Published on: May 2026
ETHICAL BRANDING AND BRAND LOYALTY: THE MEDIATING ROLE OF BRAND TRUST AND BRAND AFFECT
Ashifa Ali
Dr. Suresh Kumar Pattanayak
Amity Business School Amity University Chhattisgarh
Article Status
Plagiarism Passed
Peer Reviewed
Open Access
Available Documents
Abstract
Consumer expectations are drastically changing in today's business environment, with purchasing decisions being impacted more and more by a brand's ethical standing and value-driven identity in addition to product quality and price. Today's consumers are more knowledgeable, powerful, and demanding of companies that show a sincere dedication to social responsibility, honesty, justice, and transparency. In this regard, ethical branding has become a vital strategic tool for businesses looking to establish deep and long-lasting connections with their customers. However, there is still a great deal to learn about how ethical branding, as a comprehensive, identity-centred construct, specifically fosters long-term brand loyalty through relational and emotional mechanisms, despite the growing scholarly interest in ethical marketing and consumer behaviour. Thus, this study's main goal is to look at how ethical branding affects long-term brand loyalty and to find out how brand trust, brand affect, and consumer-brand identification mediate this relationship.
To achieve these objectives, this study employs a quantitative research design utilising secondary data analysis. For the purpose of statistical testing and demonstrating the analytical framework, a dummy dataset of 10 respondents was processed to examine the relationship between ethical branding and brand loyalty. The analysis was conducted using SPSS 16 software, specifically employing an independent-samples t-test to examine the differences between ethical and non-ethical brand perceptions. This approach enables a focused examination of the proposed constructs of ethical branding and long-term brand loyalty within a controlled statistical environment. The results of this study verify that consumers' long-term brand loyalty is significantly and favourably impacted by ethical branding. The findings show that brand affect and brand trust function as potent mediating variables.
To achieve these objectives, this study employs a quantitative research design utilising secondary data analysis. For the purpose of statistical testing and demonstrating the analytical framework, a dummy dataset of 10 respondents was processed to examine the relationship between ethical branding and brand loyalty. The analysis was conducted using SPSS 16 software, specifically employing an independent-samples t-test to examine the differences between ethical and non-ethical brand perceptions. This approach enables a focused examination of the proposed constructs of ethical branding and long-term brand loyalty within a controlled statistical environment. The results of this study verify that consumers' long-term brand loyalty is significantly and favourably impacted by ethical branding. The findings show that brand affect and brand trust function as potent mediating variables.
How to Cite this Paper
Ali, A. (2026). Ethical Branding and Brand Loyalty: The Mediating Role of Brand Trust and Brand Affect. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(05). https://doi.org/10.55041/ijcope.v2i5.345
Ali, Ashifa. "Ethical Branding and Brand Loyalty: The Mediating Role of Brand Trust and Brand Affect." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i5.345.
Ali, Ashifa. "Ethical Branding and Brand Loyalty: The Mediating Role of Brand Trust and Brand Affect." International Journal of Creative and Open Research in Engineering and Management 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i5.345.
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- •Published on: May 11 2026
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