An appraisal of advertising campaign narratives on enhancing consumer trust and product quality: Evidence from a retail chain in Kano, Nigeria
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- NGN 5000
Background of the study
Advertising campaign narratives serve as a critical medium for communicating a brand’s promise and establishing consumer trust. In Kano, retail chains are increasingly utilizing cohesive narratives to articulate their value propositions, product benefits, and commitment to quality. A well-crafted advertising narrative can effectively bridge the gap between consumer expectations and the actual product experience (Okafor, 2023). These narratives incorporate elements such as customer testimonials, brand heritage, and transparent communication of product features, which together foster a sense of trust and confidence among consumers. Enhanced trust often translates into positive evaluations of product quality and increased loyalty. Research indicates that clear, consistent, and engaging narratives significantly improve consumer perceptions and drive favorable purchasing decisions (Adebayo, 2024). This study evaluates how advertising campaign narratives impact consumer trust and product quality perception for a retail chain in Kano, identifying the narrative elements that most effectively drive these outcomes.
Statement of the problem:
Retail chains in Kano frequently encounter challenges in creating advertising narratives that consistently build consumer trust and convey product quality. Disjointed or ambiguous narratives can create a disconnect between the brand’s message and consumer expectations, resulting in lower trust and suboptimal quality evaluations (Okafor, 2023). In a competitive market, the inability to effectively communicate key product attributes through a unified narrative undermines consumer confidence and purchase decisions. There is a pressing need to identify the narrative components that are most impactful in enhancing trust and quality perception. Without clear guidance, retail chains risk investing in campaigns that fail to deliver the desired consumer response, thus affecting overall brand performance (Adebayo, 2024).
Objectives of the Study
To evaluate the influence of advertising campaign narratives on consumer trust.
To assess the impact of narrative strategies on perceived product quality.
To recommend effective narrative elements for retail advertising.
Research questions
How do advertising campaign narratives influence consumer trust?
What is the relationship between narrative strategies and product quality perception?
Which narrative elements are most effective in retail advertising?
Significance of the Study
This study is significant as it explores how advertising campaign narratives enhance consumer trust and product quality perception for a retail chain in Kano. The insights will enable marketers to design more coherent and persuasive narratives that build consumer confidence and drive purchase decisions. The research adds to academic literature on narrative marketing and provides practical recommendations for improving advertising strategies in the retail sector (Adebayo, 2024).
Scope and Limitations of the Study
The study is limited to examining advertising campaign narratives and their impact on consumer trust and product quality for a specific retail chain in Kano. It does not extend to other industries or geographic regions and focuses solely on narrative elements in advertising.
Definitions of Terms
Advertising Campaign Narratives: The storytelling elements used in advertising to communicate a brand’s message.
Consumer Trust: The level of confidence consumers have in a brand's reliability.
Product Quality: The perceived excellence and performance of a product as evaluated by consumers.
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