The Power of Persuasion: How Advertising and Brand Image Drive Consumer Purchases in Nigeria's Fuel Market

Abstract

Background: This study addresses the gap in existing literature by investigating the impact of corporate brand image on consumer purchasing intentions within the highly competitive Lekki petroleum market in Lagos, Nigeria. While brand image is a known determinant of consumer behaviour, its specific influence on purchasing decisions in the Nigerian petroleum sector has not been adequately explored.
Objective: The primary objective of this research was to examine the relationship between corporate brand image and consumer buying intentions for petroleum products.
Methodology: A descriptive survey design was employed, targeting customers of three major petrol stations in the Lekki area. A total of 520 questionnaires were distributed, yielding a robust response rate of 84.3%, with 437 valid responses. The data collected were analysed using the Statistical Package for the Social Sciences (SPSS), with linear regression analysis used to test the study’s hypothesis.

Results: The findings revealed a statistically significant positive relationship between corporate brand image and consumer buying intention. The regression analysis revealed that corporate brand image is a significant predictor of consumer buying intention (β = 0.338, t = 11.614, p < 0.001), accounting for 9.1% of the variance in consumer buying intentions. This suggests that a favourable brand image considerably strengthens a consumer's willingness to make a purchase.
Conclusion: The study concludes that corporate brand image is a vital determinant of consumer buying intentions in the Lekki petroleum market. The findings hold significant implications for petroleum firms, recommending that they prioritise strategic branding, invest in consistent advertising campaigns, enhance service standards, and leverage corporate social responsibility to cultivate a positive brand image and, ultimately, boost consumer loyalty and sales.