A comparative study of cause-related advertising on market share: Evidence from a retail brand in Abuja, Nigeria
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Background of the study
Cause-related advertising integrates social or environmental causes into marketing campaigns with the aim of enhancing a brand’s market share. This study compares different cause-related advertising approaches used by a retail brand in Abuja, Nigeria, to evaluate their impact on market share. By associating products with meaningful causes, brands can differentiate themselves, build emotional connections, and potentially capture a larger customer base (Ibrahim, 2023). The research examines elements such as donation commitments, partnership with non-profits, and cause-driven messaging to determine their effectiveness in influencing consumer behavior and increasing market share. The study also considers the potential risks of perceived exploitation or inauthenticity. Through comparative analysis of campaign outcomes and market performance data, the research aims to provide insights into the optimal design of cause-related advertising that drives competitive advantage (Okeke, 2023; Adeniyi, 2024).
Statement of the problem
Many retail brands in Abuja struggle to leverage cause-related advertising effectively to increase their market share. Challenges such as misaligned cause-brand associations, consumer skepticism, and inconsistent messaging can reduce the impact of these campaigns. This study seeks to address these issues by comparing different cause-related advertising strategies and identifying the factors that most significantly influence market share, providing actionable recommendations for enhancing campaign effectiveness (Ibrahim, 2023; Okeke, 2023).
Objectives of the Study
To compare various cause-related advertising strategies.
To evaluate their impact on market share for the retail brand.
To propose recommendations for optimizing cause-related campaigns.
Research Questions
How do different cause-related advertising strategies affect market share?
What factors contribute to the success of these campaigns?
How can the retail brand enhance its cause-related advertising for improved market share?
Significance of the study
This study is significant as it provides comparative insights into how cause-related advertising can drive market share growth. The findings will enable retail brands in Abuja to refine their advertising strategies, build stronger consumer connections, and achieve competitive advantage. The research offers actionable recommendations for optimizing cause-related marketing efforts (Adeniyi, 2024).
Scope and limitations of the study
The study is limited to a single retail brand in Abuja, Nigeria, focusing solely on cause-related advertising and its impact on market share.
Definitions of terms
Cause-Related Advertising: Marketing initiatives that associate a brand with a social or environmental cause.
Market Share: The percentage of total sales in a market captured by a brand.
Retail Brand: A company that sells consumer goods directly to customers.
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