Cultural Advertising Appeals and Consumers' Patronage of Hero and Goldberg Lager Beer Brands in Lokoja, Nigeria

Abstract

This study examined the influence of cultural advertising appeals on consumers’ patronage of Hero and Goldberg lager beer brands among residents of Lokoja metropolis, Kogi State. The study was anchored on Social Identity Theory and adopted a quantitative cross-sectional survey design. A sample of 374 respondents was drawn using proportionate stratified and purposive sampling techniques. Data were collected using a structured questionnaire and analysed with descriptive statistics (frequencies, percentages, and mean scores) and Pearson Product Moment Correlation (PPMC). Findings revealed that respondents were highly exposed to Hero and Goldberg advertisements and significantly exposed to cultural elements embedded in the adverts. Cultural advertising appeals were found to positively influence consumers’ patronage decisions, particularly through identity recognition, cultural pride, and brand preference. The inferential analysis further confirmed a strong and significant positive relationship between cultural advertising appeals and consumers’ patronage (r = 0.78, p < 0.05). However, the study also established that cultural appeals do not override traditional purchase determinants such as price, taste, and availability. The study concludes that cultural advertising is a strong but complementary driver of consumer patronage in multicultural settings. It recommends that advertisers integrate culturally resonant messages while maintaining competitive product value to enhance market performance.