An appraisal of corporate social responsibility in advertising on customer loyalty and product quality evaluation: A case study of a fair‑trade apparel brand in Kano, Nigeria
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Background of the study
Fair‑trade apparel brands in Kano are increasingly incorporating corporate social responsibility (CSR) into their advertising strategies as a means to build customer loyalty and enhance product quality evaluation. CSR in advertising involves promoting ethical labor practices, sustainable sourcing, and community support initiatives, which not only reflect the brand’s ethical commitments but also resonate with socially conscious consumers (Abubakar, 2023). In Kano, where consumer awareness of social issues is rising, the integration of CSR in advertising can significantly influence brand perception and loyalty. Recent studies indicate that CSR initiatives, when communicated effectively through advertising, can positively affect customer attitudes and enhance perceptions of product quality (Muhammad & Sule, 2024). Despite these advantages, challenges such as inconsistent messaging and skepticism over the authenticity of CSR claims remain prevalent. This research explores how fair‑trade apparel brands in Kano utilize CSR in their advertising campaigns to foster customer loyalty and drive positive evaluations of product quality. By examining the interplay between CSR communication and consumer response, the study aims to provide valuable insights into the effective implementation of ethical advertising practices (Yakubu, 2023).
Statement of the problem
Although integrating CSR into advertising is recognized as a beneficial strategy, fair‑trade apparel brands in Kano encounter several challenges in leveraging CSR to enhance customer loyalty and product quality evaluation. Inconsistencies in CSR messaging, potential skepticism regarding the authenticity of CSR claims, and the difficulty of quantifying the impact on customer behavior are key issues. These challenges hinder brands from fully capitalizing on the potential benefits of CSR advertising. The lack of robust, empirical research on the correlation between CSR advertising and consumer responses in Kano exacerbates the problem, leaving marketers with limited guidance for optimizing their campaigns (Adetayo, 2023). Consequently, brands risk diminished customer trust and loyalty, which can adversely affect long‐term market competitiveness.
Objectives of the Study
To evaluate the impact of CSR in advertising on customer loyalty.
To examine the influence of CSR messages on product quality evaluation.
To identify best practices for implementing effective CSR advertising strategies in the fair‑trade apparel industry.
Research questions
How does CSR advertising affect customer loyalty in Kano?
What is the relationship between CSR messaging and product quality evaluation?
Which CSR advertising practices are most effective for fair‑trade apparel brands?
Significance of the Study
The study is significant as it provides insights into how CSR advertising can enhance customer loyalty and product quality evaluation for fair‑trade apparel brands in Kano. It offers valuable recommendations for marketers to improve CSR communication strategies and strengthen consumer trust. The findings contribute to academic literature on ethical advertising and CSR, informing both practitioners and policy makers about best practices for sustainable brand management (Fatima, 2024).
Scope and Limitations of the Study
The study is limited to the examination of CSR advertising practices and their impact on customer loyalty and product quality evaluation for a fair‑trade apparel brand in Kano. It does not extend to other brands or regions and excludes external economic factors.
Definitions of Terms
Corporate Social Responsibility (CSR): Initiatives undertaken by a company to operate in an economically, socially, and environmentally sustainable manner.
Customer Loyalty: The extent to which consumers are committed to a brand based on trust and positive experiences.
Product Quality Evaluation: The process by which consumers assess the overall quality and value of a product.
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