Effects of marketing ethics on brand image: An application on five star hotels

This study aimed to investigate the positive and negative effects of ethical behaviors on the brand image of marketing activities of five star hotels in Kusadası and to identify the related factors. The implementation was carried out in five star hotels operating within the borders of Kusadası. Research data was collected using questionnaire technique and the questionnaire used was obtained from the marketing ethic scale consisting of twenty-six items and the brand image scale consisting of seventeen items. The research consists of three chapter. In the first chapter, information about ethics and marketing ethics issues and dimensions are given. In the second cheapter, the studies about the brand and brand image concepts are studied and the theoretical framework is established. In the third chapter the data that gathered about the effects of the reactions of tourists staying in five star hotels operating in Kusadası district of Aydın province on the application or non-application of marketing ethics to brand image has been evaluated. In the last chapter of the study, explanations of the research in detail and explanations of the data analysis of the questionnaires applied in the study are included. Frequency analysis, factor analysis, reliability analysis, regression analysis, ANOVA and T-test were carried out to finalize the study. In the direction of the obtained data, it has been detected that compliance with the principles of marketing ethics in five star hotels in Kusadası has strong effect on the brand image. Significant differences were found between the educational status variable, which is in demographic information of consumers, and marketing ethics dimension.