Branding With Integrity: An Ethical Perspective on Marketing Practices


  • Wilma Clarisse Javillonar Soriano


Ethics, Branding, Marketing


Due to digitalization, all types of information are now readily accessible. Digitalization has allowed consumers to be more informed and educated and led companies to improve their business ethics. This paper aims to assess the implementation of ethical marketing practices of the marketing and sales professionals concerning the brand management of their companies. The researcher utilized the descriptive method of study. The study's respondents included 35 marketing and sales professionals, who were identified using convenience sampling, a form of nonprobability sampling wherein respondents were picked only given that they were an “accessible” source of data. The information gathered was evaluated using relevant statistical techniques such as frequency, percentage, one-way ANOVA, and t-test. The paper revealed that the respondents implemented ethical marketing practices on their brand management, and there is no significant difference if they were classified corresponding to profile. The majority of the participants were 18 to 25 years old and had been working in the organization for 2 to 4 years. The marketing and sales professionals seek to be honest at all times and in all circumstances, honor the obligations and agreements explicitly and implicitly, pay attention and listen to the customers’ needs and requirements, sufficiently and sensibly exert effort to observe, monitor, and increase their satisfaction continuously, and acknowledge and recognize the social responsibilities that precede by economic power for stakeholders and increased advertising and promotion.