IMPACT OF ETHICAL ADVERTISEMENT ON CUSTOMER LOYALTY

Nearly everyone in the modern world is influenced to some degree by advertising. The study tries to find out the impact of customer perception about ethical advertisement, the role of pricing and celebrity endorsement by the advertiser on customer loyalty. The study also tries to find out the impact of ethically responsible behavior as shown in the advertisement make on customer loyalty. Taking a sample size of 50 individuals from different economic classes residing in one location of Pune, India. The study used multiple regression technique for data analysis after confirming reliability of questionnaire with Cronbach alpha test. Result shows that customer loyalty has been positively affected by ethical advertisement, ethical pricing, celebrity endorsement and ethical behavior being depicted by the marketers through their advertisements. Further, the result explains that ethically responsible behavior shown in the advertisement by the markets affect on customer loyalty to a great extent and pricing, although is an important component in designing customer loyalty, have comparatively lesser impact on customer loyalty