OFFENSIVE ADVERTISEMENT AND CONSUMER PURCHASE BEHAVIOUR OF TRADITIONAL HERBAL MEDICINE IN NIGERIA: WHY BRAND HATE MATTER?

Abstract

This empirical study explores the effect of offensive advertisements on consumer purchase
behavior within the traditional herbal medicine sector in Nigeria, with a specific focus on the
mediating role of brand hate. Despite the significant growth of the Nigerian herbal medicine
industry, driven by rising awareness and concerns over conventional medicine side effects,
offensive advertisement poses a critical challenge. These advertisements, characterized by
exaggerated claims and discriminatory content, often provoke strong negative emotions,
leading to brand hate. This study employs a quantitative method, using a structured
questionnaire to gather data from herbal medicine consumers in Kano State, analyzed
through Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyse the data
with the aid of SmartPLS 4. Key findings indicate that offensive advertisements significantly
contribute to brand hate, which in turn adversely affects consumer purchase behavior. The
results show that brand hate mediates the relationship between offensive advertisements and
purchase behaviour, highlighting the detrimental effects of offensive marketing strategies on
brand perception and consumer loyalty. The study underscores the necessity for marketers to
adopt culturally sensitive and ethically sound advertising practices to maintain positive
consumer relationships and enhance market performance. These insights provide valuable
guidance for herbal medicine companies in Nigeria aiming to navigate the complex consumer
landscape shaped by evolving socio-cultural norms and ethical considerations in advertising.