The impact of narrative clarity in advertising on customer perception of product excellence: A case study of a beauty product in Kaduna, Nigeria
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Background of the study
Narrative clarity in advertising is pivotal for ensuring that consumers accurately perceive product excellence. In Kaduna, beauty brands are emphasizing the need for clear, concise, and coherent advertising messages that directly communicate the superior qualities of their products (Adesanya, 2023). Clear narratives enable consumers to understand product features, benefits, and the underlying brand promise without ambiguity. When consumers are presented with a well-articulated story, their perception of product excellence is enhanced, as the messaging aligns with their expectations and validates the premium nature of the product. Studies indicate that narrative clarity significantly improves consumer trust and reinforces perceptions of quality, which are crucial in the highly competitive beauty industry (Ibrahim, 2024). This study investigates the effect of narrative clarity in advertising on customer perceptions of product excellence for a beauty product in Kaduna. It examines how refined storytelling and clear messaging contribute to positive quality evaluations and stronger consumer-brand relationships.
Statement of the problem:
Beauty brands in Kaduna often struggle with delivering clear advertising narratives that effectively communicate product excellence. Ambiguous or overly complex messaging can result in consumer confusion, leading to misinterpretations about the quality of the product (Adesanya, 2023). The lack of narrative clarity undermines consumer trust and may reduce the perceived value of the product. This issue is particularly problematic in the competitive beauty market, where even slight inconsistencies in messaging can have a significant impact on consumer evaluations. Without clear guidelines and a coherent narrative, brands risk diluting their premium image and failing to meet consumer expectations. This study seeks to identify the key factors that contribute to narrative clarity and to explore how clear advertising can enhance customer perceptions of product excellence (Ibrahim, 2024).
Objectives of the Study
To assess the impact of narrative clarity on customer perception of product excellence.
To identify effective narrative techniques that enhance message clarity.
To propose recommendations for improving narrative clarity in beauty advertising.
Research questions
How does narrative clarity in advertising influence customer perception of product excellence?
What narrative techniques contribute most to clear messaging?
How can beauty brands improve their advertising clarity to enhance quality perceptions?
Significance of the Study
This study is significant as it explores the impact of narrative clarity on customer perception of product excellence for a beauty product in Kaduna. The insights gained will guide marketers in crafting clear and effective advertising messages that reinforce product quality. By highlighting the importance of coherent narratives, the research offers practical recommendations to improve consumer trust and brand reputation in the beauty industry (Adesanya, 2023).
Scope and Limitations of the Study
The study is limited to examining narrative clarity in advertising and its effect on customer perception of product excellence for a specific beauty product in Kaduna. It does not extend to other industries or regions, and focuses solely on narrative elements in advertising.
Definitions of Terms
Narrative Clarity: The degree to which advertising messages are clear, coherent, and easily understood.
Product Excellence: The perceived high quality and superior performance of a product.
Beauty Product: A cosmetic or personal care product marketed for its quality and performance.
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