The impact of emotional brand narratives on consumer trust: An evaluation of a fashion label in Lagos.
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Background of the study
Emotional brand narratives play a vital role in establishing consumer trust, particularly within the fashion industry where storytelling can evoke feelings of aspiration, authenticity, and connection. In Lagos, fashion labels are increasingly utilizing emotional narratives that highlight personal journeys, creative inspiration, and cultural heritage to build a trustworthy brand image (Eze, 2023). These narratives are delivered through various channels, including digital media, print campaigns, and experiential events, and are designed to resonate deeply with consumers on an emotional level. By creating relatable and compelling stories, fashion labels can enhance perceived authenticity and foster consumer trust, which is critical for customer retention and long-term brand loyalty. The effectiveness of these emotional narratives is measured through consumer feedback, engagement metrics, and loyalty indicators. This study evaluates the impact of emotional brand narratives on consumer trust for a fashion label in Lagos, examining the narrative techniques that most effectively build credibility and foster a strong emotional bond with consumers.
Statement of the problem
Despite the growing importance of emotional storytelling in fashion marketing, there is limited empirical evidence on its direct effect on consumer trust. Fashion labels in Lagos often implement emotional narratives without clear metrics to assess their impact on trust-building (Eze, 2023). Inconsistencies in narrative delivery and variations in consumer emotional responses present challenges in quantifying this relationship. This study aims to address these issues by investigating how emotional brand narratives influence consumer trust, identifying key narrative components that drive trust, and exploring potential obstacles that may reduce the effectiveness of these emotional strategies.
Objectives of the study:
To evaluate the impact of emotional brand narratives on consumer trust.
To identify narrative elements that most effectively build trust.
To propose strategies for enhancing emotional storytelling.
Research questions:
How do emotional brand narratives affect consumer trust?
What narrative elements are most effective in fostering trust?
What challenges hinder the effectiveness of emotional storytelling?
Significance of the study
This study is significant as it provides empirical insights into the role of emotional storytelling in building consumer trust for fashion labels. The findings will guide marketers in Lagos to refine their narrative strategies to strengthen consumer trust and enhance brand loyalty (Eze, 2023).
Scope and limitations of the study:
Limited to the topic only.
Definitions of terms:
Emotional Brand Narratives: Stories that evoke emotional responses to build brand trust.
Consumer Trust: The confidence consumers place in a brand’s authenticity and reliability.
Fashion Label: A brand that designs and markets clothing and accessories.
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