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IMPACT OF ADVERTISEMENT ON BRAND LOYALTY (A STUDY
OF UNGOGO LOCAL GOVERNMENT AREA OF KANO STATE)
Maryam Umar Mukhtar (PhD)1
Abstract The paper examines the impact of advertisement on brand loyalty with a case
study of Ungogo local Government area of Kano State. The impact of advertising on
brand loyalty stressing product benefits and brilliant brand management are sure
ways of increasing market share, maintaining market leadership and creating brand-
loyal behaviour on their consumers. Therefore, the purpose of this study is to
examine the impact of advertisement on brand loyalty with respect to LUX product.
Uses and gratifications theory and the social marketing approach were adopted as
theoretical framework. The study employed qualitative research method. The result
of the findings indicates that brand loyalty advertisements are perceived to be more
appealing in terms of sex appeal. According to the findings also, brand loyalty
advertisement has the highest positive rating; findings from both interview and focus
group discussion have however revealed that some of the brand loyalty advertisement
under study contains some elements that can have antisocial effects on the
consumers. Antisocial behaviour such as wearing of skimpy dresses, and use of
obscene body language as found in brand loyalty advertisement. Specifically, the
majority of the subjects agree (in varying degrees) to have had their behaviour
influenced by the brand loyalty advertisement. Wearing of skimpy dresses as found in
the brand adverts under study may have the impact on people in a negative way. The
youthful age, (between 18 and 25) is considered an impressionable period as they
tend to imitate models around them. Hence, suggestive brand portrayals that can
lead the people to manifesting antisocial behaviours should be removed from brand
loyalty advertisements of dangerous products as well as in other products consumed
by the people. These antisocial behaviours may have an impact on the people in
terms of their values and beliefs. Many communication experts recognize the
socializing values of LUX product. It is, therefore, necessary to portray such adverts
in a way that are more pro-social and such that can positively impact on our
consumers. The pro-social element may help the people to cultivate values that are
most likely to evolve a more sanitized and stable society. The brand loyalty
advertising agencies should endeavour to educate the people on the need to inculcate
good societal values such as modesty, patriotism, and integrity as part of their social
responsibility. They should not promote anything that can possibly destroy our
esteemed values. It is also recommended that various media organizations should
endeavour to sensitize the people regularly on the damage that indulging in
antisocial behaviour like wearing skimpy dresses, use of obscene body language and
aggressive lifestyle can have on their person, families, and society in general as a
1 Department of Mass Communication, Bayero University, Kano Tel: 08023500636
Email: [email protected]
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more productive citizenry can only be raised in a society free from internal or
external aggression. The study further recommends that the Advertising Practitioners
Council of Nigeria (APCON) may need to come up with better measures of vetting
brand loyalty advertisements to ensure that LUX Product tend to put our consumers
at risk are not allowed to litter the landscape of our society.
Keywords: Advertisement, Brand Loyalty, Product Benefits, Market Leadership
Introduction The essence of being in business by any business outfits is to produce
for sales and profits. In order to remain in business, an organization must
generate enough sales from its products to cover operating costs and post
reasonable profits. For many organizations, sales estimate is the starting point
in budgeting or profit planning. In most cases, before production units could
arrive, production units will, in turn, affect material purchases.
Advertising, sales promotion, and public relations are mass-
communication tools available to marketers. As its name suggests, mass
communication uses the same message for everyone in an audience. The mass
communication tools trade off the advantage of personal selling, the
opportunity to tailor a message to each prospect, for the advantage of reaching
many people at a lower cost per person (Aimi 2004). Today, definitions of
advertising abound. We might define it as a communication process, a
marketing process, an economic and social process, a public relations process
information and persuasion process (Arens, 2005). Dunn and Barban (2004)
viewed advertising from its functional perspectives, hence they define it as a
paid, non-personal communication through various media by business firms,
non-profit organization, and individuals who are in some way identified in the
advertising message and who hope to inform or persuade members of a
particular audience. Moemeka (2004) is of the opinion that advertising is used
to establish a basic awareness of the product or service in the mind of the
potential customer and to build up knowledge about it. Kotler (2000) sees
advertising as one of the four major tools companies use to direct persuasive
communications to target buyers and public noting that "it consists of non-
personal forms of communication conducted through paid media under clear
sponsorship". According to him, the purpose of advertising is to enhance
potential, buyer’s responses to the organization and its offering, emphasizing
that "it seeks to do this by providing information, by channelling desire, and
by supplying reasons for preferring a particular organization's offer.
While writing on advertising nature and scope, Alimi. (2004)
succinctly capture all advertising as having four features: (i) A verbal and or
visual message (ii) A sponsor who is identified (iii) Delivery through one or
more media (iv) Payment by the sponsor to the media carrying the message.
Summarizing the above, they conclude that "advertising then consist of all the
activities involved in presenting to an audience a non-personal, sponsor-
identified, paid-for message about a product or organization".
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Those views of Alimi (2004) coincide with the simple but all-
embracing definitions of Durkin (2005) and Arens (2005). For instance, while
Davies states that "advertising is any paid form of non-personal media
presentation promoting ideas/concepts, goods or services by an identified
sponsor. Arens expressing almost the same view describes advertising as "the
personal communication of information usually paid for and usually
persuasive in nature about products (goods and services) or ideas by identified
sponsors through various media". From the foregoing, it could be concluded
that the purpose of advertising is to create awareness of the advertised product
and provide information that will assist the consumer to make purchase
decision, the relevance of advertising as a promotional strategy, therefore,
depends on its ability to influence consumer not only to purchase but to
continue to repurchase and eventually develop brand loyalty. Consequently,
many organizations expend a huge amount of money on advertising and brand
management.
A brand is a name given by a manufacturer to one (or a number) of its
products or services. Brands are used to differentiate products from their
competitors. They facilitate recognition and where customers have built up
favourable attitude towards the product, may speed the individual buyers
through the purchase decision process. Individual purchasers will filter out
unfavourable or unknown brands and the continued purchase of the branded
product will reinforce the brand loyal behaviour. Without brands, the
consumer couldn’t differentiate one from another and advertising than would
be nearly impossible.
Advertiser's primary mission is to reach prospective customers and
influence their awareness, attitudes and buying behaviour. They spend a lot of
money to keep individuals (markets) interested in their products. To succeed,
they need to understand what makes potential customers behave the way they
do. The advertisers goals is to get enough relevant market data to develop
accurate profiles of buyers-to-find the common group (and symbols) for
communications this involves the study of consumers behaviour: the mental
and emotional processes and the physical activities of people who purchase
and use goods and services to satisfy particular needs and wants (Arens,
2005).
Pride and Ferrel (2004) noted that the principal aim of consumer
behaviour analysis is to explain why consumers act in particular ways under
certain circumstances. It tries to determine the factors that influence consumer
behaviour, especially the economic, social and psychological aspects which
can indicate the most favoured marketing mix that management should select.
Consumer behaviour analysis helps to determine the direction that consumer
behaviour is likely to make and to give preferred trends in product
development, attributes of the alternative communication method etc.
consumer behaviours analysis views the consumer as another variable in the
marketing sequence, a variable that cannot be controlled and that will interpret
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the product or service not only in terms of the physical characteristics but in
the context of this image according to the social and psychological makeup of
that individual consumer (or group of consumers). Economic theory has
sought to establish relationships between selling prices, sales achieved and
consumer's income; similarly, advertising expenditure is frequently compared
with sales. On other occasion’s financial accounting principles may be applied
to analyse profit and losses. Management ratios, net profit before tax, liquidity
and solvency ratios can all be investigated. Under the situations, the
importance of the consumer's motivations, perceptions, attitudes, and beliefs
are largely ignored. The consumer is assumed to be "rational" that is, to react
in the direction that would be suggested by economic theory and financial
principles.
However, it is often apparent that consumer behaviours do not fall
neatly into these expected patterns. It is for these reasons that consumer
behaviour analysis is conducted as yet another tool to assess the complexities
of marketing operations. . Given the competitive environment on the impact
of advertisement on brand loyalty in helping companies realize and retain
their position, this paper examines the LUX product as a case study.
Statement of the problem
Based on the fact that advertisement create awareness to the targeted
audience about a product, service or idea, it contains visual elements such as
colour effects, modelling styles, settings, creative language, style of dresses,
and types of models that can stimulate the audience or possibly intimidate
them to adopt anti-social behavioural pattern that attendant effect of
consumption. In line with this, the study investigates the impact of
advertisement on brand loyalty, with a case study of LUX Product. According
to the report of the Broadcasting yearbook, cited in Agunsoye (2006): The
audience is highly influenced by advertisement with the aid of mass media
such as television, radio, newspaper among others. This position is also
supported by Okigbo (2004) who sees the impact of advertising on brand
loyalty as having potentials to bring about a new way of restrictions that goes
beyond normative ethical principles of old because of the threats they
constitute to the moral stability of the audience. Therefore, the research seems
to examine whether or whether not if in any way does advertisement has an
impact on brand loyalty with a specific case study of (LUX product).
In view of this, the impact of advertising on brand loyalty stressing
product benefits and brilliant brand management are sure ways of increasing
market share, maintaining market leadership and creating brand-loyal
behaviour on their consumers. Therefore, the purpose of this study is to
examine the impact of advertisement on brand loyalty with respect to LUX
product. This research work is also designed to achieve the following specific
objectives are to:
i. examine the impact of advertising on consumer buying behaviours.
ii. determine the impact of age on advertising
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iii. make a recommendation for further improvement in advertising and
brand management so as to assist LUX Company through varying
marketing strategies such as sales promotion, personal selling and
provision of point-of-sales products.
Research Questions This study attempts to find answers to the following questions.
1. To what extent does advertising have impact ton consumer buying
behaviours?
2. To what extent does age have influence on advertising?
3. Does advertisement improve brand loyalty's products?
On this note, this study reveals the impact of advertisements on brand
loyalty with reference to Lux Product. The findings of the study will help
advertising practitioners (especially to brand loyalty) to know how their
advertisements are perceived by the public and what impact they have on
them. Lastly, this study will provide a useful reference material for future
research studies in the field of advertising particularly, on Lux advertising.
About Lux Company
Lux is a global brand developed by Unilever. The range of product
includes beauty soaps, shower gels, bath additives, hair shampoos, and
conditioners. Lux started as Sunlight Flakes laundry soap in 1899. In 1925, it
becomes the first mass market toilet soap in the world. It is noted as a brand
that pioneer female celebrity endorsements. As of 2009, Lux revenue was
estimated at 1billion, with market shares spread out to more than 100
countries around the globe. Today Lux is the market leader in countries like
India, Pakistan, Brazil, Thailand and South Africa. Developed by Unilever,
Lux (soap) is now headquartered in Singapore. The brand was founded by the
Lever Brothers (today known as Unilever)
Literature Review The concept of brand loyalty has been extensively discussed in
traditional marketing literature with the main emphasis on two different
dimensions of the concept: behavioural and attitudinal loyalty. Okigbo (2004)
has presented a conceptual framework of brand loyalty that includes the full
spectrum of brand loyalty based on a hierarchy of effects model with
cognitive, affective, cognitive (behavioural intent), and action (repeat
purchase behaviour) dimensions. A definition integrating this
multidimensional construct has been given (Okigbo 2004) as: "a deeply held
commitment to rebut or re-patronise a preferred product/service consistently
in the future, thereby causing repetitive same brand or same brand-set
purchasing, despite situational influences and marketing efforts having the
potential to cause switching behaviour." The concept of e-loyalty extends the
traditional brand loyalty concept to online consumer behaviour. Although the
underlying theoretical foundations of traditional brand loyalty and the newly
defined phenomena of e-loyalty are generally similar, there are unique aspects
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of it in the area of Internet-based marketing and buyer behaviour. Schultz
(2000) describes customer/brand loyalty in cyberspace as an evolution from
the traditional product-driven, marketer controlled concept towards a
distribution driven, consumer controlled, and technology-facilitated concept.
In addition, e-loyalty also has several parallels to the "store loyalty" concept
(Corstjens & Lal, 2000), such as building repeat store visiting behaviour as
well as the purchase of established brand name items in the store. As
extensively discussed in Schefter and Reichheld (2000), e-loyalty is all about
quality customer support, on-time delivery, compelling product presentations,
convenient and reasonably priced shipping and handling, and clear and
trustworthy privacy policies. The sections that follow illustrate the similarities
and differences between traditional brand loyalty and e-loyalty.
Attitudinal Loyalty The traditional conceptualization of attitudinal brand loyalty includes
cognitive, affective, and behavioural intent dimensions. Conventional brand
loyalty development efforts have relied substantially on brand image building
through mass media communications. In e-marketplaces, however, database
technology makes it possible to put more emphasis on the cognitive
dimension by offering customized information. As for strengthening the
effective dimension, in e-loyalty, the roles of trust, privacy, and security come
into sharper focus. Generally speaking, loyalty implies satisfaction, but
satisfaction does not necessarily lead to loyalty. Consequently, there is an
asymmetric relationship between loyalty and satisfaction (Okigbo 2004). This
phenomenon is particularly important in e-marketplaces, since (dissatisfied)
customers face a greater variety of choices. Through extensive research,
Bandura and Mischel (2005) have validated that highly loyal buyers tend to
stay loyal if their attitude towards a brand is positive. In addition, the ability to
convert a switching buyer into a loyal buyer is much higher if the buyer has a
favourable attitude toward the brand.
Behavioural Intent Behavioural intent is an intermediary between attitude and behaviour
(Mittal and Kamakura, 2001). It represents the intention to act in the buying
decision process. Behavioural intent appears in various forms such as a
predisposition to buy a brand for the first time or a commitment to repurchase
a current brand. Brand loyalty research has focused on factors related to
maintaining and augmenting this repurchase commitment (Okigbo, 2004) and
converting behavioural intent to an actual purchase. In e-loyalty, which has a
relatively compressed buying cycle time, the main emphasis is on converting
behavioural intent to immediate purchasing action (Strauss & Frost, 2001).
Behavioural Loyalty Traditionally, behavioural loyalty has been defined in terms of repeat
buying behaviour. Examples of conceptual and measurement issues related to
behavioural loyalty can be found in Chaudhuri and Holbrook (2001) and 46
Marcel Gommans, Krish S. Krishnan, & Katrin B. Scheffold Dick and Basu
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(1994). Behavioural loyalty can be expressed in different ways. For example,
customers can be loyal to brands and/or they can be loyal to stores as
discussed in Corstjens and Lal (2000). When the concept of behavioural
loyalty is extended to the e-market-space, both the conceptual and
measurement issues become more complex and sophisticated. Factors such as
repeat site visits without purchases and extent of time spent at the e-commerce
site (site stickiness) have to be considered (Smith, 2000).
The importance of satisfying a customer in order to create behavioural
loyalty is discussed extensively in Schultz (2000). A satisfied customer tends
to be more loyal to a brand/store over time than a customer whose purchase is
caused by other reasons such as time restrictions and information deficits. The
Internet brings this phenomenon further to the surface since a customer is able
to collect a large amount of relevant information about a product/store in an
adequate amount of time, which surely influences the buying decision to a
great extent. In other words, behavioural loyalty is much more complex and
harder to achieve in the escape than in the real world, where the customer
often has to decide with limited information.
Brand Building Activities Brand building activities are divided into two major areas: brand
image building and frequency programs. Short-term marketing activities such
as promotional tools are traditionally used to shape a brand's image (Knox,
1996). These short-term tools have to be balanced with long-term activities,
e.g. product development to create a favourable brand image. The interactive
nature of the Internet enables managers to convert this concept into practice in
a different way. The one-way mass communication model of traditional
advertising campaigns can be replaced by a two-way or even a group
communications approach in the e-brand building. One example of the
Internet's ability to perform long-term marketing activities is the appearance
of various customized products on the Internet.
Frequency programs have always been an important technique to
retain customers. Traditionally, loyalty cards have been used in the real space
to prevent brand switching at a product or store level (Dowling & Uncles,
1997). Frequency based loyalty building programs are easier to implement in
e-markets due to the presence of database technologies that are an essential
component of e-commerce sites (Deitel et al., 2001). However, since it is easy
to copy these concepts (Smith, 2000), it is hard to form Brand Loyalty to E-
Loyalty: A Conceptual Framework derives a sustainable competitive
advantage from them. They are mainly a defensive tactic to prevent brand
switching.
Promoting and supporting "user groups" to reinforce positive brand image and
loyalty has been an important tool used in traditional brand management
practice.
Examples include the "Marcedes Owners Association" and the
"Mickey Mouse Club." In these types of traditional consumer brand
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organizations, communications about the brand and the relationship are
managed by the marketer. In contrast, the "online community" has the unique
advantage of peer-to-peer brand related communications as well as the unique
24/7 (24-hour/7-day a week) access and global reach of the Internet.
McWilliam (2000) has summarized the emerging importance of building
stronger brands through online communication and techniques for managing
this communication.
Trust and Loyalty The role of trust in building and maintaining brand loyalty has been
researched extensively in both consumer and business-to-business buying
situations (Cowles, 1997; Doney & Cannon 1997; Chaudhuri & Holbrook
2001). Trust plays a central role in augmenting both behavioural and
attitudinal loyalty which in turn influences marketing outcome related factors
like market share maintenance and price elasticity. In the field of e-loyalty
several structural models of trust and its relationship to repeat visits to e-
commerce sites have been presented (Jevons and Gabbott, 2000). Privacy has
emerged as a unique and important dimension of e-loyalty (Ramasingham,
1998).
Theoretical Framework This study relies on two theories: social marketing approach and Uses
and ' gratifications theory. The social marketing approach was propounded
by Andreasen. But the emergence of the approach started in the 1960s when
marketing scholars wrote and carried out research on topics that today would
be considered social marketing (e.g Simon 1968). The origins of the term
social marketing can be traced to Kotler & Zattman's classic 1971 article in
the Journal of Marketing titled "social change".
Andreasen R. defines social marketing in his book social Change
(1995:64) as "the application of commercial marketing technologies to the
analysis, planning, execution, and evaluation of programmed designed to
influence the voluntary behaviour of target audience". The definition of social
marketing contains a number of features that set this approach apart from
other theories with which it is often compared. Here are the key points:
Ultimate objective of social marketing is to benefit target individuals or
societies and not the marketer. This distinguishes it from commercial
marketing but makes it similar to non-profit marketing.
It differs from the latter, however, in that it is precisely focused on directly
improving welfare.
The basic means of achieving improved welfare is through influencing
behaviour. Influencing behaviour is the bottom line in social settings, just
as much as it is in private things.
The target audience has the primary role in the social marketing process.
First-rate social marketing is always totally centered on the target
customer. The best social marketers realize instinctively that the customer
holds the key to success. It is the customer who must ultimately undertake
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the action the marketer is promoting. After all, there is no behavioural
influence until the person to be influenced takes an action, and in social
marketing, this involves doing something just as concrete as buying an
airplane ticket or a soft drink.
However, the theories were adopted for the study because of the fact that the
study is all about attitude change through the brand recognitions That is, the
response of the people in question towards the persuasive nature of the
advertising message which has a great impact on their dispositions.
Gratifications Theory Use and Gratifications theory provides a framework for understanding
when and how individual media consumers become more or less active
and the consequences of that increased or decreased involvement. Many of
the assumptions of uses and Gratifications were clearly articulated by the
founders of the approach (Kats, Blumler & Gurevitch, 1974). They contend
that there are five basic assumptions of Uses and Gratifications Theory:
i. The audience is active and its media use is goal oriented.
ii. The initiative in linking need gratifications to a specific medium
choice rests with the audience member.
iii. The media compete with other sources of need satisfaction.
iv. People have enough self-awareness of their media use, interests, and
motives to be able to provide researchers with an accurate picture of
that use.
Value judgments of media content can only be assessed by the
audience. The theory's assumption about an active audience and goal oriented
media use is fairly straightforward. Individual audience members can bring
different levels of activity to their use of media. Audience members are also
driven to accomplish goals via media. Mcquail and colleagues (2005) identify
several ways of classifying audience needs and gratifications. They include
diversion, which is defined as escaping from routines or daily problems;
personal relationships, which occur when people substitute the media for
companionship, personal identity, or ways to reinforce and individual to
accomplish something.
Methodology
The study employed qualitative research method to examine the
impact of advertisement on brand loyalty, with a case study of Lux product.
Qualitative research methods answer those why questions and it is focused on
the individual experience. Data collected is in the form of words, pictures or
objects. Though it is time-consuming and subjective. Interviews or words are
analyzed and interpreted to get a result or draw conclusions.
As this research design suggest, household of Ungogo Local
Government Area would be purposively selected for both in-depth interviews
and focus group discussion on extracting compelling information that could
respond to some research questions.
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Study Variables
For the purpose of this study, two variables were used an independent
variable and dependent variable. Independent variable is the cause of the
changes in the values of the dependent variable; while the dependent variable
is the expected outcome of the independent variable Ujo, (2000).
The independent variables for the study are visual impact and “audio
advertising”. Visual impact is the effect from the viewing object. Television
advertising is a potent communication tool that ingrains a lasting visual image
in the mind of its viewers (Wells et al., 2001). The dependent variable for this
study is “audience”. Audience covers members of the society within 20 – 45
years.
Study Population
The population for this study is made up of the household from
Ungogo Local Government Area of Kano State.
Sampling Procedure and Sample Size
For this research, non-probability sampling was used and the sample
size has to do with the number of the person to be interviewed. Therefore (90)
respondents were interviewed from the 10 wards of Ungogo Local
Government Area. According to Census (2006), Ungogo is a local
government area in Kano state that is about 20 km north of the state capital
and it has an area of 204km (79sq mi) with a total population of 369,657.
There are 10 wards in Ungogo Local Government which include,
Rijiyar Zaki, Tudun Fulani, Bachirawa, Kadawa, Karo, Gayawa, Zango,
Rangaza and Yadakunya. A total of 90 respondents were interviewed
implying that 3 respondents from each ward were purposively sampled for the
study.
For the focus group discussion, the same people were purposively
selected. In examining any type of phenomena, qualitative methodology takes
an in-depth detail of a specific case. This methodology examines the issue in –
depth and detail while providing openings and thick descriptions to both
researchers and participants. An important strength of such research is
producing a wealth of detailed information about small numbers of people and
cases. Such depth and detailed explanations are given further to define the
context and meaning.
Therefore, qualitative research is used to determine the impact of
advertisement on brand loyalty among household in Ungogo Local
Government Area.
Findings Based on the Research Questions
In providing an answer to this research question, based on the in-depth
interview and focus Group Discussion. The majority of the respondents pay
little attention to brand loyalty adverts and it has an impact on consumer
buying behaviour. Few respondents pay “much” attention to Lux product
some of the respondents during the in-depth interview pay "Very much"
attention to brand loyalty adverts. However, it is important to note that
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although the respondents who pay considerable attention are in the minority, it
is obvious that some respondents pay attention to Lux Product.
The findings of this study revealed that brand loyalty advertisements
are given prominence in terms of age in Lux Product; this means that people
perceive brand loyalty advertisement in a very high degree of age. However,
some people do not have access to these adverts. Therefore, the findings
revealed that some people perceive brand loyalty advertisement in a
good/positive way.
In answering this research question, findings from Focus Group
Discussion was revealed that majority of the respondents never feel the desire
to brand loyalty advertisement in any of the Lux Product under study.
Findings show that majority of the respondents indicated never to have felt the
desire to viewing brand loyalty adverts while some respondents had a
different submission. This is probably because the majority of the subjects do
not consume the brand loyalty adverts under study.
General Findings
The result of the findings indicates that brand loyalty advertisements
are perceived to be more appealing in terms of sex appeal. Findings revealed
that brand loyalty advertisement has the highest positive rating; findings from
both interview and focus group discussion have however revealed that some
of the brand loyalty advertisement under study contains some elements that
can have antisocial effects on the consumers. Antisocial behaviour such as
wearing of skimpy dresses, and use of obscene body language as found in
brand loyalty advertisement.
Specifically, the majority of the subjects agree (in varying degrees) to
have had their behaviour influenced by the brand loyalty advertisement. This
finding lends credence to the standpoint of Durkin (2005) that people are
likely to be influenced by the brand loyalty adverts portrayals they see in their
environment and is a powerful instrument of the socialization of the people as
they tend to imitate behaviours’ they see occurring in their environment.
Therefore, some of the behaviours’ we choose to portray in brand loyalty
advertisements may likely end up in the behavioural repertoires of the people.
Recommendations In view of the results of this study, it is recommended that the kinds of
antisocial behaviours regularly featured on Lux Product can be reviewed for
elimination as such behavioral portrayals like obscene body language,
Wearing of skimpy dresses as found in the brand adverts under study may
have the impact on people in a negative way. The youthful age, (between 18
and 25) is considered an impressionable period as they tend to imitate models
around them. Hence, suggestive brand portrayals that can lead the people to
manifesting antisocial behaviours should be removed from brand loyalty
advertisements of dangerous products as well as in other products consumed
by the people. These antisocial behaviours may have an impact on the people
in terms of their values and beliefs. Many communication experts recognize
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the socializing values of Lux product. It is, therefore, necessary to portray
such adverts in a way that are more pro-social and such that can positively
impact on our consumers. The pro-social element may help the people to
cultivate values that are most likely to evolve a more sanitized and stable
society. The brand loyalty advertising agencies should endeavour to educate
the people on the need to inculcate good societal values such as modesty,
patriotism, and integrity as part of their social responsibility. They should not
promote anything that can possibly destroy our esteemed values. It is also
recommended that various media organizations should endeavour to sensitize
the people regularly on the damage that indulging in antisocial behaviour like
wearing skimpy dresses, use of obscene body language and aggressive
lifestyle can have on their person, families, and society in general as a more
productive citizenry can only be raised in a society free from internal or
external aggression. The study further recommends that the Advertising
Practitioners Council of Nigeria (APCON) may need to come up with better
measures of vetting brand loyalty advertisements to ensure that Lux Product
tend to put our consumers at risk are not allowed to litter the landscape of our
society.
Suggestions for Further Studies Future researchers should examine critically some other variables such
as negative parental influence, political instability, and encroachment of
quacks into advertising practice among other factors that might have an effect
on the people in terms of Lux Product in the brand loyalty advertisements.
Future researchers should use other conceptual frameworks in the areas of
socialization and cognitive development to account for the effect that
brand loyalty advertisement have on the people.
References
Agunsoye, A.O. (2006) "A Study of the Effects of Television on
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