The influence of brand storytelling on consumer loyalty: A comparative study of a heritage brand in Kaduna, Nigeria.
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Background of the Study
Brand storytelling is a strategic communication approach that uses narrative techniques to convey a brand’s identity, values, and heritage. In Kaduna, a heritage brand has employed brand storytelling to distinguish itself in a competitive market by emphasizing its historical legacy, craftsmanship, and cultural significance. This study compares the impact of brand storytelling on consumer loyalty between the heritage brand and contemporary brands in the region. Storytelling elements such as authenticity, emotional appeal, and narrative consistency are examined to understand how they influence consumers’ emotional connections and repeat purchase behavior (Nwankwo, 2023). The research considers both traditional storytelling methods and digital narratives disseminated through social media and websites. Challenges such as maintaining narrative consistency and avoiding cultural misinterpretation are also addressed. By employing a comparative analysis through consumer surveys and focus group discussions, the study aims to provide insights into how effective storytelling can enhance consumer loyalty and brand differentiation in a heritage context (Nwankwo, 2024).
Statement of the Problem
Although brand storytelling is recognized as a powerful tool for building consumer loyalty, its comparative effectiveness for heritage brands remains underexplored in Kaduna. The primary challenge is determining whether storytelling that emphasizes historical and cultural narratives truly fosters long-term loyalty or if contemporary marketing strategies perform better. Issues such as inconsistent storytelling, audience misinterpretation, and the difficulty of measuring emotional impact further complicate the assessment (Nwankwo, 2023). This study seeks to address these gaps by comparing the effects of brand storytelling on consumer loyalty between a heritage brand and its competitors, providing actionable insights for optimizing narrative strategies (Nwankwo, 2024).
Objectives of the Study
To compare storytelling approaches used by heritage and contemporary brands.
To evaluate the impact of storytelling on consumer loyalty.
To recommend strategies for enhancing brand narratives.
Research Questions
How does brand storytelling affect consumer loyalty in heritage brands?
What narrative elements are most effective?
How does storytelling compare to other marketing strategies in building loyalty?
Significance of the Study
This study is significant as it provides comparative insights into the role of brand storytelling in fostering consumer loyalty. The findings will help heritage brands in Kaduna refine their narrative strategies to build deeper emotional connections with consumers, thereby enhancing loyalty and competitive advantage (Nwankwo, 2023).
Scope and Limitations of the Study
The study is limited to a heritage brand in Kaduna and focuses on comparing storytelling with other marketing strategies.
Definitions of terms
Brand Storytelling: The use of narrative techniques to communicate a brand’s identity and values.
Consumer Loyalty: The likelihood of customers to repeatedly purchase from a brand.
Heritage Brand: A brand with a long-standing history and cultural significance.
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