An assessment of cross-channel marketing communications on brand image: A case study of a lifestyle brand in Lagos.
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Background of the study
Cross-channel marketing communications have become integral to building and sustaining a strong brand image, particularly for lifestyle brands operating in competitive urban markets like Lagos. This study investigates how a lifestyle brand in Lagos integrates communications across various channels—including social media, traditional advertising, PR, and influencer collaborations—to shape and reinforce its brand image. Consistent messaging across channels helps in establishing a clear and compelling brand identity, which is crucial for differentiating the brand in a saturated market (Okoro, 2023). Integrated communications enable the brand to reach diverse consumer segments, creating a unified narrative that enhances brand perception and credibility. However, maintaining consistency across channels can be challenging due to differing media dynamics and audience behaviors. Recent research suggests that effective cross-channel communications not only bolster brand image but also contribute to increased customer loyalty and market share (Adeniyi, 2024). This study examines the strategies employed by the lifestyle brand, assesses their effectiveness, and identifies best practices for optimizing cross-channel marketing communications (Chinwe, 2025).
Statement of the problem
Lifestyle brands in Lagos often struggle to maintain a consistent brand image due to fragmented marketing communications across various channels. Inconsistent messaging can lead to a diluted brand identity, reducing consumer trust and loyalty. Despite significant investments in cross-channel communications, the lack of a unified strategy often undermines the brand’s overall image. This study seeks to identify the key challenges in executing cohesive cross-channel marketing communications and evaluate their impact on brand image (Okoro, 2023; Adeniyi, 2024).
Objectives of the study:
To assess the impact of cross-channel communications on brand image.
To identify challenges in achieving messaging consistency across channels.
To recommend strategies for optimizing cross-channel communications.
Research questions:
How do cross-channel marketing communications affect brand image?
What challenges impede consistent messaging?
What strategies can improve cross-channel communication effectiveness?
Significance of the study
This study is significant as it provides insights into how cohesive cross-channel marketing communications can enhance brand image for lifestyle brands in Lagos. The findings will inform best practices that help marketers create unified messages, strengthen brand identity, and improve customer loyalty (Chinwe, 2025).
Scope and limitations of the study:
The study is limited to a single lifestyle brand in Lagos and focuses on cross-channel marketing communications without considering broader market influences.
Definitions of terms:
Cross-Channel Marketing Communications: Integrated messaging efforts across multiple media channels.
Brand Image: The perception of a brand as held by consumers.
Lifestyle Brand: A brand that embodies a particular lifestyle or identity.
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