An examination of the role of narrative consistency in advertising campaigns on customer trust: Evidence from a retail brand in Lagos, Nigeria
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Background of the study
Narrative consistency in advertising campaigns is emerging as a critical factor in establishing and maintaining customer trust. For retail brands in Lagos, consistent storytelling across various advertising channels reinforces brand identity and credibility (Uche, 2023). When the narrative is consistent, consumers are more likely to recognize the brand’s values and develop a stronger, more reliable image of the product offerings. Inconsistent or conflicting messages, on the other hand, can lead to consumer confusion and erode trust. With the retail landscape becoming increasingly competitive, narrative consistency serves as a strategic tool for differentiating a brand and solidifying consumer loyalty (Adeyemi, 2024). This study examines how maintaining a uniform narrative across advertising platforms impacts customer trust. By analyzing the coherence of brand messages, the research aims to provide insights into the relationship between narrative consistency and consumer confidence, ultimately offering recommendations for improving advertising strategies in a dynamic retail environment.
Statement of the problem:
Retail brands in Lagos face challenges in maintaining narrative consistency across diverse advertising channels. Discrepancies in messaging can create confusion and diminish customer trust, which in turn negatively impacts brand loyalty and product evaluation (Uche, 2023). Despite investments in comprehensive advertising campaigns, many brands struggle with aligning their narratives, resulting in mixed consumer perceptions. This inconsistency not only undermines the intended brand image but also weakens the overall effectiveness of advertising efforts. Consequently, there is a critical need to understand how narrative consistency influences customer trust and to develop strategies that ensure a coherent brand message across all platforms (Adeyemi, 2024).
Objectives of the Study
To evaluate the impact of narrative consistency on customer trust in retail advertising.
To identify the key elements that contribute to a coherent advertising narrative.
To propose strategies for ensuring consistent brand messaging across multiple channels.
Research questions
How does narrative consistency affect customer trust in a retail brand?
What elements are crucial for maintaining a consistent advertising narrative?
Which strategies can retail brands implement to ensure uniformity in their advertising messages?
Significance of the Study
This study is significant as it examines the role of narrative consistency in building customer trust for a retail brand in Lagos. The findings will offer valuable insights for marketers seeking to create coherent and effective advertising campaigns. By establishing the connection between narrative consistency and consumer trust, the research contributes to both academic literature and practical marketing strategies, ultimately guiding brands in optimizing their communication efforts for improved customer loyalty (Adeyemi, 2024).
Scope and Limitations of the Study
The study is limited to investigating the role of narrative consistency in advertising campaigns on customer trust for a retail brand in Lagos. It does not extend to other industries or regions, and only narrative consistency is considered.
Definitions of Terms
Narrative Consistency: The uniformity of messaging and storytelling across various advertising channels.
Customer Trust: The confidence consumers have in a brand’s reliability and honesty.
Retail Brand: A brand that sells consumer products directly to the public through various outlets.
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