impact of advertisement on brand loyalty …...sahel analyst: issn 1117-4668 page 48 impact of...

Sahel Analyst: ISSN 1117-4668 Page 48

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]

mailto:[email protected]

Sahel Analyst: Journal of Management Sciences (Vol.14, No.2, 2016), University of Maiduguri

Sahel Analyst: ISSN 1117- 4668 Page 49

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".

Effect of Firm Attributes on Performance of Listed Deposit Money Banks in Nigeria


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



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


Sahel Analyst: ISSN 1117-4668 2

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



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



(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



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



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.



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



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



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.

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