An assessment of brand myth‐making on consumer loyalty: A case study of a luxury brand in Lagos, Nigeria.
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Background of the study
Brand myth‐making is a strategic process through which luxury brands construct compelling narratives that transcend factual storytelling and evoke a sense of mystery and prestige. In Lagos, luxury brands have increasingly adopted myth‐making techniques to craft an aura of exclusivity and heritage that resonates deeply with affluent consumers. These myths often include legendary origin stories, symbolism, and culturally rich motifs that connect the brand with values such as excellence, timelessness, and innovation (Adeleke, 2023). By creating an almost sacred narrative around their products, these brands foster an emotional bond with consumers that goes beyond simple transactional relationships. This process not only enhances the perceived value of the product but also encourages consumer loyalty as customers become believers in the brand’s mythos. Digital platforms further amplify these narratives, enabling brands to reach global audiences while maintaining an air of exclusivity. The interplay of visual cues, celebrity endorsements, and carefully curated content helps sustain the myth and reinforce consumer trust and commitment. This study examines the role of brand myth‐making in strengthening consumer loyalty, exploring how these narratives are constructed and perceived, and identifying the elements that most effectively translate myth into lasting brand allegiance.
Statement of the problem
Although brand myth‐making is widely used by luxury brands to enhance consumer loyalty, there is limited empirical evidence on how myth‐based narratives directly impact long‐term customer retention in Lagos. Many luxury brands invest heavily in constructing mythic narratives without clear metrics to evaluate their effectiveness in fostering loyalty (Okoro, 2023). Variability in consumer interpretation and cultural sensitivity further complicate the impact of myth‐making, making it challenging for marketers to standardize and measure success. This study addresses these issues by investigating the relationship between brand myth‐making and consumer loyalty, identifying key narrative components that drive loyalty, and outlining potential obstacles in sustaining mythic communication.
Objectives of the study:
To assess the influence of brand myth‐making on consumer loyalty.
To identify key narrative elements that contribute to long‐term customer retention.
To propose strategic recommendations for optimizing myth‐based branding.
Research questions:
How does brand myth‐making affect consumer loyalty?
What narrative elements are most effective in fostering loyalty?
What challenges hinder the impact of myth‐making on customer retention?
Significance of the study
This study is significant as it provides empirical insights into the impact of brand myth‐making on consumer loyalty in the luxury sector. The findings will guide luxury marketers in Lagos to refine their narrative strategies, thereby enhancing customer retention and brand equity. By linking myth‐making with measurable loyalty outcomes, the research offers actionable recommendations for sustaining long‐term consumer relationships and elevating brand prestige.
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Brand Myth‐making: The creation of legendary narratives that enhance a brand’s mystique and perceived value.
Consumer Loyalty: The ongoing preference and commitment of customers towards a brand.
Luxury Brand: A brand that offers high-end, exclusive products with a strong emphasis on heritage and quality.
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