The Contribution of Perceived Brand Ethics to the Development of Consumer Trust: A Qualitative Study of Moroccan Islamic Banks

The Moroccan banking sector is facing growing challenges to adhere to emerging standards of business ethics and corporate social and environmental responsibility. A marketing ethic based on good organizational conduct is now necessary to consolidate competitive advantage, strengthen market positioning and ensure the long-term sustainability of the corporate brand. This article primarily aims to delve into a relatively overlooked subject within marketing literature: the consumer-perceived ethics in the service sector, the brand equity of Islamic banks, and their consequential influence on brand trust development.