A study of cross-channel promotional strategies on brand consistency: Evidence from a multinational firm in Kaduna, Nigeria
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Background of the study
Cross-channel promotional strategies are essential for maintaining brand consistency across diverse marketing platforms. For multinational firms in Kaduna, Nigeria, ensuring that promotional messages remain unified across social media, email, mobile, and traditional advertising channels is critical for building and sustaining brand equity. Integrated cross-channel strategies enable firms to create a cohesive brand narrative that reinforces customer perceptions and drives loyalty (Uche, 2023). By aligning creative content, tone, and messaging across all channels, companies can effectively differentiate themselves in competitive markets while providing a seamless consumer experience. However, the complexity of managing multiple channels often leads to challenges such as message fragmentation, inconsistent customer experiences, and resource inefficiencies. This study investigates how cross-channel promotional strategies impact brand consistency for a multinational firm in Kaduna. It examines the methods used to integrate diverse marketing channels, evaluates the benefits and drawbacks of such strategies, and offers recommendations to enhance consistency in promotional communications, ultimately driving improved brand performance (Afolabi, 2024).
Statement of the problem
Multinational firms in Kaduna struggle to achieve consistent brand messaging across multiple marketing channels. Despite employing cross-channel strategies, issues such as fragmented communication, varying platform dynamics, and coordination challenges often lead to inconsistent brand experiences. This inconsistency undermines brand equity and reduces consumer trust. The study aims to identify the operational challenges that hinder effective cross-channel promotion and evaluate their impact on overall brand consistency, with the goal of proposing strategies to overcome these barriers (Uche, 2023).
Objectives of the Study
To assess the impact of cross-channel promotional strategies on brand consistency.
To identify challenges in implementing unified cross-channel promotions.
To recommend solutions for enhancing brand consistency.
Research Questions
How do cross-channel strategies affect brand consistency?
What challenges impede unified messaging across channels?
How can multinational firms optimize cross-channel promotions?
Significance of the study
This study offers insights into optimizing cross-channel promotional strategies to ensure consistent brand messaging. Its findings will help multinational firms in Kaduna refine their integrated marketing efforts, enhancing brand equity and consumer trust. The research contributes to the academic literature on brand management and provides actionable recommendations for overcoming coordination challenges in cross-channel marketing (Afolabi, 2024).
Scope and Limitations of the Study
This study is limited to analyzing cross-channel promotional strategies on brand consistency within a multinational firm in Kaduna, Nigeria.
Definitions of Terms
Cross-Channel Promotional Strategies: Coordinated marketing efforts that span multiple communication channels.
Brand Consistency: The uniformity of brand messaging and identity across all platforms.
Multinational Firm: A company that operates in multiple countries under a unified brand.
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