The impact of promotional campaign creativity on customer perception of product quality: A case study of a fashion brand in Kano, Nigeria.
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Background of the study
In the dynamic fashion industry, promotional campaign creativity plays a crucial role in shaping customer perceptions of product quality. Fashion brands in Kano are increasingly leveraging creative advertising techniques to differentiate themselves in a saturated market. Creative promotional campaigns that utilize innovative visuals, storytelling, and interactive elements can enhance the perceived quality of products by capturing consumer imagination and reinforcing brand prestige (Okafor, 2023). Research indicates that when promotional campaigns are creatively executed, they not only engage consumers but also elevate the overall brand image, leading to a higher perception of product quality (Ibrahim, 2024). However, creative campaigns must be carefully managed to ensure that they convey consistent quality messages. This study examines how the creativity of promotional campaigns influences customer perception of product quality in a fashion brand in Kano. It seeks to identify the elements of creativity that most effectively enhance product perception and provide actionable recommendations for fashion marketers (Adebayo, 2025).
Statement of the problem
Fashion brands in Kano face the challenge of developing creative promotional campaigns that accurately reflect high product quality. Despite investing in innovative advertising, inconsistencies in campaign messaging can lead to consumer confusion and undermine the perceived quality of the product (Okafor, 2023). This misalignment between creative expression and quality perception can result in diminished brand reputation and reduced purchase intention (Ibrahim, 2024). The core problem is how to balance creativity with clear, consistent quality messaging. This study aims to investigate the impact of promotional campaign creativity on customer perception of product quality, identifying strategies that ensure creative campaigns effectively enhance consumer evaluations and drive sales (Adebayo, 2025).
Objectives of the Study
To assess the impact of promotional campaign creativity on perceived product quality.
To identify key creative elements that enhance quality perception.
To recommend strategies for aligning creative campaigns with quality messaging.
Research Questions
How does promotional campaign creativity influence customer perception of product quality?
What creative elements are most effective in enhancing quality perception?
How can fashion brands ensure that creative campaigns reflect true product quality?
Significance of the study
This study is significant as it explores how creative promotional campaigns affect consumer perceptions of product quality in the fashion industry. The findings will provide valuable insights for fashion marketers in Kano to optimize their advertising strategies, ensuring that creativity enhances, rather than undermines, quality perceptions (Okafor, 2023; Ibrahim, 2024). The recommendations are expected to lead to improved brand reputation and higher consumer satisfaction (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a fashion brand in Kano and focuses on the role of promotional campaign creativity on product quality perception. It does not cover other marketing channels or industries.
Definitions of terms
Promotional campaign creativity: The innovative and original aspects of marketing communications.
Product quality perception: The consumer’s evaluation of the excellence of a product.
Fashion brand: A company that designs, manufactures, and markets clothing and accessories.
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