The Effect of Emotional Branding on Consumer Retention: A Case Study of Dangote Group in Kaduna State
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Background of the Study
Emotional branding refers to the practice of creating a deep, emotional connection between a brand and its consumers. This strategy goes beyond the functional benefits of a product and seeks to evoke emotional responses that drive consumer loyalty and retention. The Dangote Group, a conglomerate with significant operations in Nigeria, has used emotional branding techniques to build strong consumer relationships across various sectors, including cement, sugar, and salt production. The company’s branding campaigns often emphasize values such as family, community, and national pride, which resonate with Nigerian consumers (Aliyu & Hassan, 2024).
In Kaduna State, a diverse region with a mix of urban and rural populations, emotional branding by Dangote has helped position the brand as a symbol of trust, quality, and local pride. The company’s advertisements and community-oriented campaigns emphasize emotional connections, often showcasing how Dangote products contribute to the well-being of Nigerian families and businesses (Oluwaseun & Muhammad, 2023). These emotional appeals are designed to foster long-term relationships with customers, leading to improved consumer retention and repeat purchases.
This study will explore the role of emotional branding in consumer retention, specifically examining the case of Dangote Group in Kaduna State. The focus will be on understanding how emotional connections influence consumer behavior and whether they translate into brand loyalty over time.
Statement of the Problem
Despite the increasing use of emotional branding as a strategy for building consumer loyalty, its specific impact on consumer retention in Nigeria remains understudied. While Dangote Group’s branding efforts are widely recognized, the effectiveness of emotional branding in retaining consumers, especially in regions like Kaduna State, has not been fully explored. Factors such as cultural values, socio-economic conditions, and consumer perceptions may affect the success of emotional branding strategies in different parts of Nigeria.
This research aims to evaluate the impact of emotional branding on consumer retention for Dangote Group in Kaduna State, with a particular focus on how emotional appeals drive long-term loyalty and consumer behavior.
Objectives of the Study
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To assess the impact of emotional branding on consumer retention for Dangote Group in Kaduna State.
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To evaluate how Dangote Group’s emotional branding strategies influence consumer behavior in Kaduna State.
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To determine whether emotional branding contributes to repeat purchases and long-term brand loyalty for Dangote Group in Kaduna State.
Research Questions
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How does emotional branding affect consumer retention for Dangote Group in Kaduna State?
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What emotional responses do Dangote Group’s branding efforts evoke in consumers in Kaduna State?
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How does emotional branding influence repeat purchasing behavior and brand loyalty towards Dangote Group in Kaduna State?
Research Hypotheses
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Emotional branding significantly influences consumer retention for Dangote Group in Kaduna State.
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Dangote Group’s emotional branding strategies evoke strong emotional responses from consumers in Kaduna State.
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Emotional branding contributes to increased brand loyalty and repeat purchases for Dangote Group in Kaduna State.
Scope and Limitations of the Study
This study will focus on Dangote Group’s use of emotional branding to enhance consumer retention in Kaduna State. It will assess the emotional impact of the branding campaigns and their influence on repeat purchases and brand loyalty. Limitations include potential biases in consumer perceptions and the difficulty of quantifying emotional responses to branding efforts.
Definitions of Terms
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Emotional Branding: A marketing strategy that seeks to create emotional connections between a brand and its consumers by appealing to their feelings, values, and desires (Aliyu & Hassan, 2024).
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Consumer Retention: The ability of a company to retain its customers over time, often measured by repeat purchases or long-term relationships (Oluwaseun & Muhammad, 2023).
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Brand Loyalty: The tendency of consumers to repeatedly purchase a brand’s products or services due to emotional attachment, satisfaction, or trust (Aliyu & Hassan, 2024).
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