The impact of advertising campaign consistency on customer trust during economic downturns: Evidence from a retail brand in Port Harcourt, Nigeria
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Background of the study
During economic downturns, retail brands face intense pressure to maintain customer trust despite fluctuating market conditions. Consistency in advertising campaigns has emerged as a critical factor in reinforcing brand reliability and credibility. In Port Harcourt, retail brands are increasingly relying on consistent messaging across multiple channels—television, print, and digital—to mitigate the adverse effects of economic uncertainty (Adeyemi, 2023). Consistent campaigns help to anchor customer perceptions by reinforcing the brand’s core values and promise, thereby sustaining trust even when consumer spending is low. This study investigates the role of advertising consistency in preserving customer trust during economic hardships. It examines how unified messaging, coherent visual identity, and steady communication frequency contribute to positive customer perceptions. At the same time, it addresses potential challenges such as message fatigue and oversaturation that may arise if consistency is overemphasized without creative variation (Ibrahim, 2024). By analyzing campaign data, customer surveys, and case studies from a leading retail brand in Port Harcourt, the research seeks to provide actionable insights and best practices for maintaining trust during challenging economic periods (Oluwole, 2025).
Statement of the problem
Retail brands in Port Harcourt struggle to maintain customer trust during economic downturns due to inconsistent advertising messages across channels. Despite significant investments in advertising, discrepancies in campaign messaging can lead to customer confusion and reduced trust, ultimately affecting sales performance (Adeyemi, 2023). The absence of a coherent advertising strategy during periods of economic hardship exacerbates consumer skepticism. Furthermore, the rapid shifts in market conditions make it challenging for brands to sustain consistent communication, thereby creating gaps in trust that competitors may exploit. This study addresses the problem by investigating the impact of campaign consistency on customer trust and identifying strategies that can mitigate the negative effects of economic uncertainty on brand perception (Ibrahim, 2024).
Objectives of the Study
To evaluate the role of advertising consistency in maintaining customer trust.
To assess the impact of consistent messaging on consumer behavior during downturns.
To propose recommendations for optimizing advertising strategies in economic hardships.
Research Questions
How does advertising campaign consistency affect customer trust during economic downturns?
What challenges hinder the maintenance of consistent advertising messages?
What strategies can enhance message consistency and improve trust?
Significance of the study
This study is significant as it provides insights into the importance of advertising campaign consistency for maintaining customer trust during economic downturns. The findings will guide retail brands in Port Harcourt to design more coherent and effective campaigns, ultimately preserving customer loyalty. The research contributes to the academic literature on advertising strategy during economic crises and offers practical recommendations for marketers (Adeyemi, 2023; Oluwole, 2025).
Scope and limitations of the study
The study is limited to analyzing advertising campaign consistency and its impact on customer trust for a retail brand in Port Harcourt, Nigeria, excluding other industries or regions.
Definitions of terms
Advertising Campaign Consistency: The uniformity and coherence of messaging across different advertising channels.
Customer Trust: The confidence consumers have in a brand’s reliability and integrity.
Economic Downturn: A period of reduced economic activity affecting consumer spending.
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