An assessment of the role of advertising campaign challenges on customer loyalty and ethical marketing: Evidence from a luxury goods brand in Lagos, Nigeria
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Background of the study
Luxury goods brands in Lagos are distinguished by their commitment to excellence and ethical marketing practices. Advertising campaigns for these brands play a crucial role in shaping customer loyalty by communicating the brand’s values and product quality. However, challenges such as inconsistent messaging, production delays, and misalignment between campaign promises and actual product performance can hinder the effectiveness of these campaigns (Olu, 2023). Such advertising campaign challenges not only diminish customer loyalty but also affect perceptions of ethical marketing. Consumers of luxury goods expect high standards in both product quality and marketing transparency. Research indicates that when advertising campaigns fail to deliver on these expectations, customer trust erodes, leading to a decline in loyalty and brand prestige (Adenuga, 2024). This study investigates the impact of advertising campaign challenges on customer loyalty and ethical marketing perceptions within a luxury goods brand in Lagos. It employs a mixed-methods approach, incorporating consumer surveys, campaign analysis, and expert interviews to identify key issues and recommend strategies for campaign improvement (Chin, 2023).
Statement of the problem
Luxury goods brands in Lagos face advertising campaign challenges that undermine customer loyalty and ethical marketing perceptions. Inconsistencies in campaign execution and ethical ambiguities result in consumer skepticism, thereby weakening brand trust and long-term loyalty. The gap between advertising promises and actual consumer experience negatively impacts both customer retention and brand reputation. Despite the importance of effective advertising for luxury brands, there is limited research addressing how specific campaign challenges affect loyalty and ethical perceptions. This study aims to bridge that gap by examining the influence of advertising challenges on consumer loyalty and ethical marketing outcomes, providing actionable insights for improvement (Ibrahim, 2023).
Objectives of the Study
To assess the impact of advertising campaign challenges on customer loyalty.
To evaluate the effect on consumer perception of ethical marketing.
To recommend strategies to enhance advertising campaign effectiveness.
Research questions
How do advertising campaign challenges affect customer loyalty?
What is the impact on ethical marketing perception?
Which strategies can improve campaign performance?
Significance of the Study
This study is significant as it evaluates the role of advertising campaign challenges in influencing customer loyalty and ethical marketing for a luxury goods brand in Lagos. The insights will help marketers refine campaign strategies to maintain high ethical standards and strengthen customer loyalty, thereby enhancing brand prestige and market competitiveness (Ogunleye, 2024).
Scope and Limitations of the Study
The study is limited to a luxury goods brand in Lagos and focuses on advertising campaign challenges affecting customer loyalty and ethical marketing. It does not extend to other sectors or regions.
Definitions of Terms
Advertising Campaign Challenges: Issues that disrupt the delivery of consistent and ethical advertising messages.
Customer Loyalty: The degree of repeat patronage and commitment to a brand.
Ethical Marketing: Practices that ensure honesty, transparency, and social responsibility in advertising.
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