Abstract
This work empirically examines the relationship between ethical advertising practices and brand image in the context of Indian companies, highlighting the increasing relevance of ethical considerations in contemporary marketing communication. The study is based on primary data collected through a structured questionnaire administered to 500 respondents representing diverse demographic backgrounds. In order to ensure robust analysis, statistical techniques such as correlation analysis, regression analysis, and independent samples t-tests were employed. The findings reveal a significant and positive association between ethical advertising practices and brand image. Regression results indicate that ethical advertising exerts a meaningful influence on brand image (β = 0.35, p < 0.001), suggesting that organizations that consistently follow ethical standards in their advertising activities are more likely to develop favorable brand perceptions among consumers. Comparative analysis shows that companies characterized by higher levels of ethical advertising practices report a significantly stronger brand image than those with lower ethical engagement (t = 3.50, p < 0.01). Overall, the study provides strong empirical evidence that ethical advertising plays a vital role in enhancing brand image. Beyond improving corporate reputation, ethical advertising contributes to building trust, credibility, and long-term relationships with consumers. The findings underscore the strategic importance of ethical communication, suggesting that ethical advertising should be viewed not merely as a regulatory obligation but as a core component of sustainable brand-building and competitive advantage in the Indian market.
Keywords: Advertising Ethics, Advertising Practices, Brand Image, Brand Reputation, Consumer Perception, Marketing Ethics.