An appraisal of storytelling in advertising on enhancing consumer perception of product quality and brand reputation: Evidence from a retail chain in Lagos, Nigeria
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Storytelling in advertising has emerged as an influential strategy for shaping consumer perceptions of product quality and brand reputation. In Lagos, retail chains are increasingly employing narrative-driven advertising campaigns to communicate their value propositions and differentiate themselves in a competitive market (Ibrahim, 2023). By weaving stories that reflect the brand’s history, customer experiences, and product innovation, retailers can create a cohesive brand image that resonates with consumers. This approach not only simplifies complex product information but also fosters emotional engagement, which enhances perceived product quality and strengthens brand reputation (Okafor, 2024). Consumers tend to value brands that provide transparent and compelling narratives, associating them with trustworthiness and superior quality. As a result, storytelling in advertising becomes a strategic tool for driving customer loyalty and market success. This study examines how storytelling in advertising affects consumer perception of product quality and brand reputation for a retail chain in Lagos, aiming to identify the key narrative elements that contribute to a positive brand image.
Statement of the problem:
Retail chains in Lagos face the challenge of effectively using storytelling in advertising to enhance consumer perception of product quality and brand reputation. Inconsistent narratives and unclear messaging can lead to consumer confusion, reducing the effectiveness of advertising campaigns and diminishing brand value (Ibrahim, 2023). The disconnect between the intended story and consumer interpretation often results in a diluted brand image and lower trust levels. Without clear narrative guidelines, retail chains may struggle to achieve a cohesive brand message, thereby affecting customer loyalty and purchase behavior. This study seeks to address the gap by identifying the narrative elements that most effectively improve consumer perceptions and offering recommendations for more impactful storytelling strategies (Okafor, 2024).
Objectives of the Study
To evaluate the impact of storytelling in advertising on consumer perception of product quality.
To assess the influence of narrative-driven advertising on brand reputation.
To recommend strategies for enhancing storytelling effectiveness in retail advertising.
Research questions
How does storytelling in advertising influence consumer perception of product quality?
What is the relationship between narrative-driven advertising and brand reputation?
Which storytelling strategies can enhance consumer trust and loyalty?
Significance of the Study
This study is significant as it explores how storytelling in advertising enhances consumer perception of product quality and brand reputation for a retail chain in Lagos. The insights will guide marketers in developing coherent narratives that build trust and drive customer loyalty. The research contributes to academic literature on narrative marketing and offers practical recommendations for improving advertising strategies in the retail sector (Okafor, 2024).
Scope and Limitations of the Study
The study is limited to examining storytelling in advertising and its impact on consumer perception of product quality and brand reputation for a specific retail chain in Lagos. It does not extend to other industries or geographic regions, and focuses solely on narrative elements in advertising.
Definitions of Terms
Storytelling in Advertising: The use of narrative techniques to communicate brand and product messages.
Product Quality: The perceived standard and performance of a product as evaluated by consumers.
Brand Reputation: The overall perception of a brand’s reliability, credibility, and value.
Related Project Materials
An appraisal of forensic anthropology in determining the cause of death in road accident fatalities in Uyo Local Government Area, Akwa Ibom State
Background of the Study
In Uyo Local Government Area, Akwa Ibom State, the determination of cause of death in road acciden...
The impact of event-based influencer marketing on consumer behavior: An evaluation of a live event in Lagos
Background of the Study:
Event-based influencer marketing leverages influential personalities to connect brands with tar...
The contribution of open access repositories to knowledge sharing among researchers in Federal University of Technology, Minna, Niger State
Background of the Study:
Open access repositories have transformed the landscape of academic research by allowing free and...
CHEMICAL AND BIOLOGICAL STUDIES OF HONEY BEE PROPOLIS COLLECTED FROM ZANGO KATAF LOCAL GOVERNMENT AREA OF KADUNA STATE, NIGERIA
ABSTRACT
Honeybee Propolis from Apis mellifera (Linn), has been used in ethno medicine as an emollient in the treatment of ringworm, meas...
An Evaluation of Loan Default Rates in Retail Banking: A Case Study of Ecobank, Abia State
Background of the Study
Loan default rates are a critical indicator of financial health in retail banking, reflecting the e...
An evaluation of the role of faith-based organizations in political mobilization: A study of Obubra Local Government Area, Cross River State
Background of the Study:
Faith-based organizations (FBOs) have increasingly been recognized as influential...
THE EFFECT OF PARENTS TRANSFER ON ACADEMIC PERFORMANCE OF THE LEARNERS
Background of the Study
Education is without a doubt the most priceless present that any set of parents can provide to t...
THE ROLE OF FIELD WORK IN TEACHING AND LEARNING GEOGRAPHY
Abstract
This research work investigated the role of field work in teaching and learning of geography in Niger Delta Col...
AN ASSESSMENT OF STRATEGIES FOR PROMOTING CAREER ADVANCEMENT OPPORTUNITIES IN VOCATIONAL SECTORS
ABSTRACT: Strategies for Promoting Career Advancement Opportunities in Vocational Sectors explores initiatives to enhance career progression and pr...
Investigation into the Role of AI-Based Data Analytics in University Exam Grading Systems in Ahmadu Bello University, Zaria, Kaduna State
Background of the Study
University exam grading systems have long been challenged by issues of subjectivity, inconsistency...
