Marketing between goals realisation and ethics adherence: a consumer loyalty approach

This paper aims to show the importance of marketing ethics and its efficient role in achieving a high level of consumer loyalty. The concepts of this subject were studied within a theoretical framework through presenting the meaning of concepts then searching the relationship between them. The findings reveal that marketing ethics can make consumer loyal through satisfaction, trustworthiness, relationship with partner, and image of the brand. That is what may be realised by adhering to the ethical rules.