Impact of Emotional Appeals on Consumer Brand Loyalty (a Study of Airtel)

This study examined the effect of emotional appeal on consumer brand loyalty, using Airtel Nigeria as a case study in Ilorin Metropolis. The specific objectives were to: (i) examine the relationship between type of emotion used and consumer brand trust; (ii)identify the effect of advertisement tone on consumer engagement rate; (iii) investigate the impact of storytelling elements on purchase intention; and (iv) examine the influence of advertisement visuals and imagery on emotional connection with the brand. The Affective Conditioning Theory served as the theoretical foundation for the study. A descriptive survey research design was employed, and data were gathered using structured questionnaires administered to 400 Airtel subscribers within Ilorin Metropolis. The data collected were analyzed using descriptive statistics, Pearson correlation, regression, and ANOVA. The findings revealed a strong positive and significant relationship between type of emotion used and consumer brand trust (r = 0.820, p < 0.05); advertisement tone and consumer engagement rate (r = 0.900, p < 0.05); storytelling elements and purchase intention (β = 0.803, p < 0.05); and advertisement visuals and imagery and emotional connection with the brand (β = 0.903, p < 0.05). The study concluded that emotional appeal strategies significantly enhance brand trust, engagement, purchase intention, and emotional connection, thereby fostering consumer brand loyalty in the telecommunications sector. It recommended that Airtel Nigeria and other telecommunication companies should continue investing in emotionally appealing advertisements that align with consumer values and experiences to sustain competitive advantage and improve customer loyalty.