The impact of transparent advertising on customer perception of product quality and value: A study of a fashion brand in Abuja.
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Background of the study
Transparent advertising is essential for building customer trust, particularly in the fashion industry where product quality and value are paramount. In Abuja, fashion brands are increasingly leveraging transparent advertising to clearly communicate product features, pricing, and quality assurances. Transparent advertising involves disclosing detailed information about product materials, craftsmanship, and performance, thereby enabling consumers to make informed purchase decisions (Okafor, 2023). Research has demonstrated that when consumers perceive advertising as transparent, their trust in the brand increases, which in turn enhances their perception of both product quality and value (Ibrahim, 2024). However, challenges arise when brands fail to maintain transparency, leading to consumer skepticism and reduced purchase intentions. This study examines the impact of transparent advertising on customer perceptions of product quality and value for a fashion brand in Abuja. It seeks to identify the key elements of transparency that drive positive consumer responses and provide recommendations to optimize advertising strategies for enhanced consumer trust and satisfaction (Adebayo, 2025).
Statement of the problem
Fashion brands in Abuja struggle with maintaining advertising transparency, which is critical for ensuring positive consumer perceptions of product quality and value. When promotional messages are ambiguous or incomplete, consumers may doubt the authenticity of the information, leading to reduced trust and purchase intent (Okafor, 2023). This misalignment between advertised claims and actual product quality undermines consumer confidence and can negatively impact brand reputation (Ibrahim, 2024). The study aims to address these challenges by investigating how transparent advertising influences customer perceptions and by recommending strategies to improve message clarity and accuracy, thereby enhancing overall consumer satisfaction (Adebayo, 2025).
Objectives of the Study
To assess the effect of transparent advertising on consumer perceptions of product quality.
To evaluate the impact of transparency on perceived product value.
To propose strategies for improving advertising transparency.
Research Questions
How does transparent advertising affect customer perception of product quality?
What is the relationship between advertising transparency and perceived value?
What measures can enhance transparency in fashion advertising?
Significance of the study
This study is significant as it explores the influence of transparent advertising on consumer perceptions of product quality and value in the fashion industry. The insights will help fashion brands in Abuja to develop clearer and more honest advertising strategies, thereby strengthening consumer trust and driving sales (Okafor, 2023; Ibrahim, 2024). The recommendations will contribute to improved brand reputation and long-term customer satisfaction (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a fashion brand in Abuja and focuses on the impact of transparent advertising on consumer perception. It does not extend to other industries or regions.
Definitions of terms
Transparent advertising: The clear and honest communication of product information.
Product quality: The perceived excellence of a product.
Product value: The consumer’s evaluation of a product’s worth relative to its price.
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