An evaluation of cohesive marketing communications on brand loyalty: Evidence from a lifestyle brand in Kano.
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study: Cohesive marketing communications, characterized by consistent and integrated messaging across all platforms, play a crucial role in building brand loyalty. In Kano, lifestyle brands are increasingly focusing on developing unified communication strategies to engage consumers and foster long-term loyalty (Ellis, 2023). This study examines how cohesive marketing communications impact brand loyalty by creating a strong emotional connection between the brand and its consumers. Lifestyle brands leverage a mix of digital media, traditional advertising, and experiential marketing to deliver a consistent message that resonates with their target audience (Foster, 2024). The integration of various communication channels enables these brands to provide a seamless customer experience, which is critical for cultivating loyalty. Despite the evident benefits, achieving cohesion in messaging across diverse platforms remains a significant challenge due to resource constraints and varied audience perceptions (Grant, 2025). This research explores the strategies employed by lifestyle brands in Kano to overcome these challenges and establish a loyal customer base. It also contributes to the broader discourse on the importance of consistency in marketing communications in an increasingly fragmented media environment.
Statement of the problem: Lifestyle brands in Kano encounter persistent challenges in establishing cohesive marketing communications, which can lead to fragmented consumer perceptions and weakened brand loyalty. The difficulty in synchronizing messages across multiple platforms often results in inconsistent brand images that fail to resonate with consumers. Despite the strategic importance of cohesive communications, many brands struggle to implement and sustain such strategies due to budgetary constraints and operational complexities. This study seeks to identify the factors that hinder effective communication cohesion and to assess its impact on brand loyalty (Ellis, 2023; Grant, 2025).
Objectives of the study:
To evaluate the impact of cohesive marketing communications on brand loyalty.
To identify challenges in maintaining consistent messaging across platforms.
To propose strategies to enhance communication cohesion and loyalty.
Research questions:
How do cohesive marketing communications influence brand loyalty?
What are the primary obstacles to achieving message consistency?
What strategies can improve the integration of marketing communications?
Significance of the study: This study is significant for lifestyle brands in Kano as it provides empirical evidence on the benefits of cohesive marketing communications for enhancing brand loyalty. The research offers actionable recommendations to strengthen messaging strategies, thereby improving customer retention and competitive positioning (Foster, 2024).
Scope and limitations of the study: The study is limited to evaluating cohesive marketing communications and their impact on brand loyalty within a lifestyle brand in Kano, excluding other external market influences.
Definitions of terms:
Cohesive Marketing Communications: The practice of delivering a unified message through all marketing channels.
Brand Loyalty: The tendency of consumers to consistently purchase the same brand over time.
Lifestyle Brand: A brand that markets products associated with a particular lifestyle or identity.
Related Project Materials
The Role of Internal Audits in Enhancing Governance in Nigerian Banks: A Case Study of Fidelity Bank Plc
Background of the Study
Internal audits are fundamental to strengthening corporate governance frameworks by promoting accou...
The Effect of Estate Agent Credibility on Property Transactions in Taraba State
Background of the Study
Estate agents play a vital role in property transactions, acting as intermediaries between property...
THE IMPACT OF CULTURAL INTELLIGENCE ON VOCATIONAL EDUCATION OUTCOMES
ABSTRACT: The Impact of Cultural Intelligence on Vocational Education Outcomes is a pivotal topic as diversity in educational settings increas...
THE IMPACT OF NEW PRODUCT DEVELOPMENT IN TELECOMMUNICATION INDUSTRY
ABSTRACT
The study examined the impact of new product development on sales volume in Telecommunication industry. The...
Enhancing University Digital Marketing Strategies Using AI-Based Predictive Analytics: A Case Study of Kaduna State University (Kaduna North LGA, Kaduna State)
Background of the Study
With the increasing reliance on digital platforms for marketing, universities are looking for ways to improve their...
ECONOMIC GROWTH AND INCOME INEQUALITY THE CASE OF BRAZIL
ABSTRACT
The research aims to find the relationship between income inequality and economic growth in the Brazilian economy. Economic grow...
The impact of unified multi-channel marketing on brand strength: An evaluation of a retail chain in Kano.
Background of the study
Unified multi-channel marketing refers to the coordinated use of vari...
A review of ethical product marketing on brand perception: Evidence from a tech company in Kaduna, Nigeria
Background of the study
Ethical product marketing emphasizes transparency, honesty, and social responsibility in promoting...
An Assessment of Governmental Accounting in Managing Pension Funds in Gombe, Gombe State
Background of the Study
The effective management of pension funds is vital for ensuring the financial security of retirees...
An Examination of Leadership Styles and Their Impact on Nurses’ Performance at Federal Medical Centre, Gombe
Background of the Study
Leadership plays a vital role in shaping nursing practice, influencing nurse...
