The impact of advertising campaign quality on customer perception: A case study of a luxury brand in Lagos, Nigeria
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Background of the study
Advertising campaign quality plays a critical role in shaping customer perception, particularly for luxury brands where image and reputation are paramount. In Lagos, luxury brands invest heavily in high-quality advertising campaigns that emphasize sophistication, exclusivity, and superior craftsmanship (Adeyemi, 2023). This study investigates how the quality of advertising campaigns influences customer perception of a luxury brand. The research explores elements such as creative design, message clarity, and production value, examining how these factors contribute to the brand’s image and perceived value. Effective campaigns are characterized by visually stunning content, coherent messaging, and strategic media placement, all of which reinforce the brand’s luxury status (Oluwole, 2024). However, challenges such as market saturation and the potential for misinterpretation of high-concept visuals may affect customer perceptions. By analyzing campaign data, customer surveys, and expert interviews, the study aims to assess the relationship between advertising quality and customer perception, providing recommendations for optimizing campaign strategies to enhance brand image (Balogun, 2025).
Statement of the problem
Luxury brands in Lagos face challenges in ensuring that their high-quality advertising campaigns effectively enhance customer perception. Despite significant investments in creative and production aspects, inconsistencies in message delivery and audience interpretation can undermine the intended brand image (Adeyemi, 2023). The complexity of luxury branding means that even minor discrepancies in campaign quality may lead to a loss of customer trust and perceived value. Additionally, competitive pressures and market saturation further complicate the ability to differentiate a brand through advertising. This study addresses these issues by examining the impact of campaign quality on customer perception, aiming to identify the factors that most significantly influence brand image and offer strategic recommendations to improve advertising effectiveness (Oluwole, 2024).
Objectives of the Study
To evaluate the quality of advertising campaigns for a luxury brand.
To assess the impact of campaign quality on customer perception.
To propose strategies for optimizing advertising quality.
Research Questions
How does advertising campaign quality influence customer perception of a luxury brand?
What factors in campaign quality most affect brand image?
What improvements can enhance advertising effectiveness for luxury brands?
Significance of the study
This study is significant as it explores the relationship between advertising campaign quality and customer perception for a luxury brand in Lagos. The findings will help marketers refine creative strategies and production standards to bolster brand image and customer trust. The research contributes to academic discussions on luxury marketing and provides practical recommendations for improving campaign quality (Adeyemi, 2023; Balogun, 2025).
Scope and limitations of the study
The study is limited to analyzing advertising campaign quality and its impact on customer perception for a luxury brand in Lagos, Nigeria, and does not consider other marketing channels.
Definitions of terms
Advertising Campaign Quality: The overall standard of creative, production, and messaging aspects in an advertisement.
Customer Perception: The way customers view and evaluate a brand based on its advertising and overall image.
Luxury Brand: A brand that offers premium, high-end products characterized by exclusivity and superior quality.
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