Branding with integrity: An ethical perspective on marketing practices

2022 IJRSE – Volume 11 Issue 15
Special IJRSE Luminary Issue

Available Online:  15 November 2022


Soriano, Wilma Clarisse
Far Eastern University, Philippines (


Due to digitalization, all types of information are now readily accessible. This has allowed consumers to be more informed and educated and has also led to companies becoming more vigilant about the ethicality of their business methods and practices. The purpose of this paper is to assess the implementation of ethical marketing practices of the marketing and sales professionals in relation to the brand management of their companies. The descriptive approach of research was employed by the proponent. According to the findings of this study, participants agreed that they must strive to be always truthful and, in all circumstances, honor their obligations and agreements implicitly and explicitly, receptive to consumer needs and make reasonable assessment and enhance the customer experience and satisfaction on a recurrent basis, and acknowledge the social responsibilities that come with increased advertising and environmental responsibility. Companies must prioritize ethical marketing practices to increase customer satisfaction while maintaining consumer trust and brand credibility.

Keywords: brand equity model, marketing practices, brand management, ethical practices, brand identity



Cite this article:
Soriano, W. C. (2022). Branding with integrity: An ethical perspective on marketing practices. International Journal of Research Studies in Education, 11(15), 149-160.