An examination of the role of emotional advertising narratives on consumer behavior and quality evaluation: Evidence from a beauty brand in Kaduna, Nigeria
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Background of the study
Emotional advertising narratives have gained prominence as a means to influence consumer behavior, particularly in the beauty industry. In Kaduna, beauty brands are increasingly utilizing emotionally charged storytelling to communicate product benefits and evoke consumer feelings that reinforce perceptions of quality (Chinwe, 2023). By incorporating elements such as personal testimonials, aspirational imagery, and culturally relevant symbols, these narratives aim to build a strong emotional connection between the consumer and the brand. Emotional advertising serves to simplify complex beauty claims, making the product attributes more relatable and memorable. Research has shown that when consumers are emotionally engaged, their evaluation of product quality improves, leading to higher satisfaction and loyalty (Adesanya, 2024). This study investigates the impact of emotional advertising narratives on consumer behavior and quality evaluation for a beauty brand in Kaduna, exploring the specific narrative elements that drive favorable consumer responses and enhance overall product assessments.
Statement of the problem:
Beauty brands in Kaduna often encounter challenges in ensuring that their emotional advertising narratives effectively influence consumer behavior and quality evaluation. When emotional narratives are inconsistent or overly exaggerated, they may lead to consumer disillusionment and skepticism (Chinwe, 2023). This gap between emotional appeal and actual product performance can undermine consumer trust and result in lower quality evaluations. Without clear insights into which emotional elements resonate most with consumers, beauty brands risk ineffective advertising that fails to drive purchase behavior and loyalty. Addressing this gap is critical for developing more impactful emotional narratives that align consumer expectations with product reality, thereby enhancing brand reputation and quality perception (Adesanya, 2024).
Objectives of the Study
To examine the impact of emotional advertising narratives on consumer behavior.
To assess how emotional storytelling influences quality evaluation in beauty products.
To propose strategies for optimizing emotional narratives in beauty advertising.
Research questions
How do emotional advertising narratives affect consumer behavior?
What is the relationship between emotional storytelling and quality evaluation?
Which emotional narrative elements are most effective in beauty advertising?
Significance of the Study
This study is significant as it investigates the role of emotional advertising narratives in shaping consumer behavior and quality evaluation for a beauty brand in Kaduna. The findings will help marketers design more authentic and effective emotional campaigns that resonate with consumers, ultimately driving purchase decisions and enhancing product quality perception. The research contributes to academic literature on emotional marketing and provides actionable recommendations for improving advertising strategies in the beauty industry (Chinwe, 2023).
Scope and Limitations of the Study
The study is limited to examining the impact of emotional advertising narratives on consumer behavior and quality evaluation for a specific beauty brand in Kaduna. It does not extend to other industries or regions, and focuses solely on emotional narrative elements in advertising.
Definitions of Terms
Emotional Advertising Narratives: Storytelling techniques that evoke strong emotions to influence consumer perceptions.
Consumer Behavior: The actions and decision-making processes of consumers in purchasing products.
Quality Evaluation: The assessment of a product's excellence and performance based on consumer perceptions.
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