An appraisal of the influence of emotional advertising narratives on consumer perception of product excellence: A case study of a beauty product in Kano, Nigeria
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Background of the study
Emotional advertising narratives have become a powerful marketing tool that taps into consumers’ feelings to shape perceptions of product excellence. In Kano, beauty products often rely on emotionally charged storytelling to create a strong connection with consumers (Adesanya, 2023). These narratives go beyond highlighting product features and instead evoke sentiments such as confidence, desire, and empowerment. By leveraging emotions, beauty brands can enhance perceived product excellence, driving customer loyalty and differentiation in a competitive market. Research indicates that emotional advertising narratives can significantly impact consumer decision-making by creating memorable brand experiences (Chinwe, 2024). However, the effectiveness of these narratives depends on the authenticity and consistency of the emotional appeal. If the narrative appears contrived, it may lead to consumer distrust rather than enhanced quality perceptions. This study examines the impact of emotional advertising narratives on consumer perception of product excellence in the beauty sector of Kano, exploring the interplay between emotional appeal and quality evaluation, and providing strategic insights for crafting impactful campaigns.
Statement of the problem:
Beauty brands in Kano face the challenge of employing emotional advertising narratives that truly enhance consumer perception of product excellence. In cases where emotional appeals are misaligned with actual product performance, consumers may develop unrealistic expectations that lead to dissatisfaction (Adesanya, 2023). This misalignment creates a credibility gap that undermines the effectiveness of advertising campaigns. Furthermore, inconsistent emotional messaging can dilute the brand’s image and reduce consumer trust. Without a clear understanding of which emotional elements most effectively enhance perceived product excellence, beauty brands risk losing market share and customer loyalty. Addressing this issue is crucial to ensure that emotional advertising not only captures consumer attention but also accurately reflects product quality (Chinwe, 2024).
Objectives of the Study
To evaluate the influence of emotional advertising narratives on consumer perception of product excellence.
To identify key emotional elements that drive positive quality evaluations.
To recommend strategies for aligning emotional narratives with product performance.
Research questions
How do emotional advertising narratives influence consumer perception of product excellence?
Which emotional elements are most effective in enhancing perceived product quality?
What strategies can beauty brands use to ensure their emotional narratives align with actual product performance?
Significance of the Study
This study is significant as it explores how emotional advertising narratives affect consumer perception of product excellence in the beauty sector of Kano. The findings will provide beauty brands with practical insights to optimize their emotional storytelling strategies, ensuring that their advertising campaigns build trust and accurately reflect product quality. This research contributes to both academic literature and practical marketing strategies by clarifying the role of emotions in shaping consumer perceptions (Chinwe, 2024).
Scope and Limitations of the Study
The study is limited to assessing the influence of emotional advertising narratives on consumer perception of product excellence for a specific beauty product in Kano. It does not extend to other product categories or regions, focusing exclusively on emotional advertising techniques.
Definitions of Terms
Emotional Advertising Narratives: Storytelling techniques that evoke emotions to influence consumer perceptions.
Product Excellence: The perceived superiority and quality of a product.
Consumer Perception: The process by which consumers form opinions about a product’s quality based on advertising cues.
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