An appraisal of narrative advertising on brand image: A study of a cosmetics company in Port Harcourt, Nigeria.
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Background of the study
Narrative advertising utilizes storytelling techniques to create compelling advertisements that resonate emotionally with consumers. In Port Harcourt, cosmetics companies are increasingly adopting narrative advertising to differentiate their products in a competitive market. By crafting stories that communicate product benefits, brand heritage, and aspirational lifestyles, these companies aim to create a positive and memorable brand image (Ibrahim, 2023). Narrative advertising goes beyond traditional promotional tactics by engaging consumers with authentic, relatable content that fosters trust and emotional connection. Visual storytelling, personal testimonials, and evocative music are often integrated into ad campaigns to enhance the overall narrative effect. This approach not only improves brand recall but also influences consumer perceptions, ultimately contributing to a stronger market position. This study appraises the effectiveness of narrative advertising in shaping brand image for a cosmetics company, analyzing the key narrative elements that contribute to a desirable brand identity and consumer perception.
Statement of the problem
Despite the growing use of narrative advertising in the cosmetics industry, there is limited empirical evidence on its effectiveness in enhancing brand image. Cosmetics companies in Port Harcourt invest in narrative-driven ads without fully understanding which storytelling elements drive positive consumer perceptions (Ibrahim, 2023). Variability in narrative delivery and differences in audience interpretation can lead to inconsistent brand image outcomes. This study addresses these challenges by investigating the relationship between narrative advertising and brand image, identifying the critical narrative components that contribute to a favorable brand identity, and outlining potential obstacles in implementing narrative advertising strategies effectively.
Objectives of the study:
To evaluate the impact of narrative advertising on brand image.
To identify key narrative elements that shape positive consumer perceptions.
To recommend strategies for optimizing narrative advertising campaigns.
Research questions:
How does narrative advertising affect brand image?
Which storytelling elements are most influential in creating a positive brand identity?
What challenges impede the effectiveness of narrative advertising?
Significance of the study
This study is significant as it provides insights into the role of narrative advertising in shaping brand image for cosmetics companies. The findings will assist marketers in Port Harcourt in refining their ad campaigns to build a stronger, more favorable brand perception, ultimately enhancing competitive advantage (Ibrahim, 2023).
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Narrative Advertising: Advertising that uses storytelling to communicate brand messages.
Brand Image: The perception of a brand as held by consumers.
Cosmetics Company: A business that designs and markets beauty and personal care products.
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