An evaluation of narrative‑based advertising on customer purchase behavior and quality perception: A study of a fashion brand in Abuja
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Background of the study
Narrative‑based advertising has emerged as a transformative approach in the competitive fashion industry, where storytelling is used to create an emotional connection with consumers. In Abuja, fashion brands increasingly rely on well-crafted narratives to distinguish themselves in a crowded market. These narratives convey the brand’s heritage, design philosophy, and unique value propositions, ultimately influencing customer purchase behavior and quality perception (Okafor, 2023). By integrating elements of culture, innovation, and personal experience into their advertising campaigns, fashion brands can build trust and foster loyalty among consumers. Narrative‑based advertising not only simplifies complex brand messages but also personalizes the customer experience, thereby enhancing perceived product quality. As consumers become more discerning and demand authenticity in marketing communications, brands that successfully use narrative techniques can secure a competitive advantage (Adebayo, 2024). This study aims to examine how narrative‑based advertising affects customer purchase behavior and quality perception for a fashion brand in Abuja. The investigation will focus on identifying the narrative elements that resonate most with consumers and determining how these elements translate into improved purchase decisions and enhanced evaluations of product quality.
Statement of the problem:
Fashion brands in Abuja face challenges in converting narrative‑based advertising into measurable improvements in customer purchase behavior and quality perception. Despite significant investments in storytelling, many brands experience a gap between the intended message and consumer interpretation, which can lead to inconsistent purchase behavior and ambiguous quality evaluations (Okafor, 2023). This disconnect is often due to unclear narrative elements or the inability to maintain authenticity across advertising channels. Without a clear understanding of which narrative techniques effectively influence consumer behavior, brands risk investing in campaigns that do not yield the desired outcomes. There is a pressing need to examine the specific components of narrative‑based advertising that drive consumer purchase decisions and elevate perceived product quality, thereby providing actionable insights for optimizing marketing strategies (Adebayo, 2024).
Objectives of the Study
To evaluate the impact of narrative‑based advertising on customer purchase behavior.
To assess how narrative elements affect consumer quality perception.
To recommend strategies for enhancing narrative effectiveness in fashion advertising.
Research questions
How does narrative‑based advertising influence customer purchase behavior?
Which narrative elements are most effective in shaping quality perception?
What strategies can optimize narrative‑based advertising in the fashion industry?
Significance of the Study
This study is significant as it provides insights into the role of narrative‑based advertising in influencing customer purchase behavior and quality perception for a fashion brand in Abuja. The findings will help marketers refine their storytelling techniques to build stronger emotional connections with consumers, thereby enhancing brand loyalty and perceived product quality. The research contributes to academic literature on narrative marketing and offers practical recommendations for optimizing advertising strategies in the fashion industry (Okafor, 2023).
Scope and Limitations of the Study
The study is limited to examining narrative‑based advertising and its impact on customer purchase behavior and quality perception for a specific fashion brand in Abuja. It does not extend to other industries or geographic regions, and only narrative elements in advertising are analyzed.
Definitions of Terms
Narrative‑Based Advertising: Advertising that uses storytelling techniques to convey brand messages and values.
Customer Purchase Behavior: The decision-making process and actions related to buying products.
Quality Perception: The consumer’s evaluation of a product’s overall excellence and value.
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