An examination of brand narrative strategies on consumer trust: A study of a legacy brand in Lagos.
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- NGN 5000
Background of the study
Brand narrative strategies play a crucial role in shaping consumer trust, particularly for legacy brands with a rich history. In Lagos, legacy brands are increasingly leveraging narrative techniques to communicate their storied past, core values, and commitment to quality. Through carefully crafted storytelling that highlights milestones, challenges, and triumphs, these brands create an authentic connection with consumers (Obi, 2023). Narrative strategies often involve multimedia elements such as documentary-style videos, archival imagery, and interactive timelines, which serve to enhance transparency and credibility. By articulating a coherent and compelling brand story, legacy brands can differentiate themselves from modern competitors and reinforce consumer trust. Digital platforms facilitate the dissemination of these narratives, reaching broader audiences and fostering deeper engagement. Research indicates that consumers are more likely to trust and remain loyal to brands that effectively communicate their heritage and values (Ibrahim, 2024). This study examines how narrative strategies impact consumer trust for a legacy brand in Lagos, evaluating the key storytelling elements that contribute to trust-building and long-term brand loyalty.
Statement of the problem
Despite the established importance of brand narratives in fostering consumer trust, there is limited quantitative evidence on how specific narrative strategies affect trust in legacy brands. Many legacy brands in Lagos rely on historical storytelling without clear insights into which elements of their narrative resonate most with modern consumers (Obi, 2023). Challenges include maintaining narrative authenticity, overcoming digital noise, and ensuring consistent messaging across various platforms. This study aims to address these gaps by investigating the relationship between brand narrative strategies and consumer trust, identifying the key narrative elements that drive trust, and exploring obstacles that may hinder effective narrative communication (Ibrahim, 2024).
Objectives of the study:
To assess the impact of brand narrative strategies on consumer trust.
To identify effective narrative elements that enhance trust.
To propose strategies for optimizing narrative communication in legacy branding.
Research questions:
How do brand narratives influence consumer trust?
Which storytelling elements are most effective in building trust?
What challenges affect the execution of narrative strategies?
Significance of the study
This study is significant as it provides empirical insights into the role of brand narratives in shaping consumer trust for legacy brands. The findings will help legacy brands in Lagos refine their storytelling techniques to build stronger trust and loyalty. By identifying key narrative elements and addressing challenges, the research offers practical recommendations for enhancing narrative strategies in competitive markets (Obi, 2023).
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Brand Narrative Strategies: Techniques used to communicate a brand’s history and values.
Consumer Trust: The confidence consumers have in a brand’s reliability and authenticity.
Legacy Brand: An established brand with a long-standing history.
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