An investigation of narrative‑driven advertising on customer evaluation of product quality and purchase intentions: Evidence from a fashion retailer in Abuja
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Background of the study
Narrative‑driven advertising has emerged as an innovative approach to bridge the gap between product features and consumer perceptions. In Abuja, fashion retailers are utilizing compelling narratives in their advertising campaigns to communicate product quality and stimulate purchase intentions. These narratives often combine visual storytelling, customer testimonials, and brand heritage to create an emotional connection with consumers (Okafor, 2023). By presenting a cohesive and engaging story, fashion retailers can enhance consumer evaluation of product quality and encourage purchase decisions. Research suggests that narrative‑driven advertising not only increases brand recall but also translates into higher consumer satisfaction and loyalty (Adebayo, 2024). This study investigates how narrative‑driven advertising influences customer evaluations of product quality and purchase intentions for a fashion retailer in Abuja. It aims to identify the narrative components that are most effective in driving favorable consumer responses and to propose strategies for optimizing narrative advertising.
Statement of the problem:
Fashion retailers in Abuja encounter challenges in effectively leveraging narrative‑driven advertising to improve product quality evaluations and boost purchase intentions. Inconsistent or weak narrative elements can result in ambiguous consumer perceptions, reducing the impact of advertising campaigns (Okafor, 2023). This disconnect between the narrative and consumer experience undermines trust and leads to lower purchase intent. Without clear guidelines on which narrative elements resonate most with consumers, retailers may invest in ineffective advertising strategies that fail to drive desired outcomes. This study seeks to address this issue by identifying key narrative components that enhance quality evaluation and stimulate purchase intentions, providing practical recommendations for narrative‑driven advertising in the fashion sector (Adebayo, 2024).
Objectives of the Study
To evaluate the impact of narrative‑driven advertising on product quality evaluation.
To assess the influence of narrative elements on purchase intentions.
To recommend strategies for optimizing narrative‑driven advertising in fashion retail.
Research questions
How does narrative‑driven advertising influence consumer evaluation of product quality?
What narrative elements drive higher purchase intentions?
How can fashion retailers optimize narrative advertising strategies?
Significance of the Study
This study is significant as it examines the influence of narrative‑driven advertising on customer evaluation of product quality and purchase intentions for a fashion retailer in Abuja. The insights will guide marketers in developing more effective narrative strategies that enhance consumer trust and drive sales. The research contributes to academic literature on narrative advertising and offers practical recommendations for optimizing marketing communications in the fashion industry (Adebayo, 2024).
Scope and Limitations of the Study
The study is limited to investigating narrative‑driven advertising and its impact on product quality evaluation and purchase intentions for a specific fashion retailer in Abuja. It does not extend to other industries or geographic regions, and focuses solely on narrative elements in advertising.
Definitions of Terms
Narrative‑Driven Advertising: The use of storytelling techniques in advertising to convey brand messages and product attributes.
Purchase Intentions: The likelihood that consumers will buy a product based on advertising influences.
Fashion Retailer: A business that sells clothing and related accessories directly to consumers.
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