An appraisal of the impact of consistent advertising narratives on customer loyalty and quality evaluation: Evidence from a tech startup in Abuja
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Background of the study
Consistent advertising narratives are increasingly recognized as vital for establishing strong brand identities and fostering customer loyalty. For tech startups in Abuja, where innovation and credibility are key, maintaining a uniform narrative across all advertising channels can significantly influence both customer loyalty and quality evaluation. Consistency in messaging ensures that consumers receive a coherent story that reflects the startup’s vision, technological prowess, and commitment to quality (Obi, 2023). Such uniformity builds trust, as consumers are more likely to believe in a brand that presents a stable and authentic identity. Moreover, consistent narratives can bridge the gap between the initial promise of innovation and the actual user experience, thereby enhancing overall product quality perception (Adesanya, 2024). By employing a strategic and coherent storytelling approach, tech startups can differentiate themselves in a competitive market and secure long-term customer relationships. This study examines the influence of narrative consistency on customer loyalty and quality evaluation, providing insights into the effectiveness of integrated advertising strategies in the tech sector of Abuja.
Statement of the problem:
Tech startups in Abuja often struggle with maintaining narrative consistency across diverse advertising platforms, leading to mixed consumer perceptions and weakened brand loyalty. Inconsistent messaging can create confusion, resulting in a gap between the brand’s promise and consumer expectations (Obi, 2023). This discrepancy negatively impacts the evaluation of product quality, as consumers find it difficult to reconcile varying messages with the actual performance of the product. Despite significant efforts in marketing, the lack of a unified narrative hampers the development of trust and loyalty among customers. There is a critical need to identify the factors that contribute to narrative consistency and evaluate their impact on customer loyalty and quality perception (Adesanya, 2024).
Objectives of the Study
To examine the impact of consistent advertising narratives on customer loyalty in tech startups.
To assess the effect of narrative consistency on consumer evaluation of product quality.
To recommend strategies for achieving narrative uniformity in advertising campaigns.
Research questions
How does narrative consistency influence customer loyalty in tech startups?
What is the relationship between consistent advertising messages and product quality evaluation?
Which strategies can ensure narrative consistency across advertising platforms?
Significance of the Study
This study is significant as it investigates how consistent advertising narratives affect customer loyalty and quality evaluation for a tech startup in Abuja. The findings will provide actionable strategies for achieving a unified brand message that enhances consumer trust and product evaluation. The study contributes to the academic literature on narrative marketing and offers practical recommendations for startups seeking to improve advertising effectiveness and build long-term customer relationships (Adesanya, 2024).
Scope and Limitations of the Study
The study is limited to examining the impact of consistent advertising narratives on customer loyalty and quality evaluation for a specific tech startup in Abuja. It does not extend to other industries or regions, and focuses solely on narrative consistency.
Definitions of Terms
Consistent Advertising Narratives: Uniform storytelling across all marketing channels that reinforces a brand’s message.
Customer Loyalty: The commitment of consumers to repeatedly purchase from a brand based on trust and satisfaction.
Tech Startup: A newly established company in the technology sector with a focus on innovation.
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