Chapter One — 1.1 Background to the Study

Political Advertising has increasingly attracted the attention of researchers, regulators, and practitioners concerned with brand perception. This growing interest reflects the recognition that political advertising does not operate in isolation, but interacts with a wider set of institutional and market conditions found within Selected Commercial Banks in Nigeria.

Within the context of Selected Commercial Banks in Nigeria, this relationship carries particular significance. Organizations in this setting operate under a distinct combination of economic, regulatory, and market conditions that may amplify or dampen the effect of political advertising on brand perception, making a context-specific inquiry both timely and necessary.

1.2 Statement of the Problem

Despite a growing body of literature on political advertising, there remains limited consensus on the precise nature of its relationship with brand perception, particularly within Selected Commercial Banks in Nigeria. Many organizations continue to make decisions about political advertising without a clear, evidence-based understanding of how those decisions ultimately affect brand perception. This gap between practice and empirical understanding is the central problem this study seeks to address.

1.3 Objectives of the Study

1. To examine the effect of Political Advertising on brand perception in Selected Commercial Banks in Nigeria.
2. To assess the extent to which political advertising influences brand perception within the study area.
3. To identify the challenges associated with political advertising in relation to brand perception.
4. To recommend strategies for optimizing political advertising in order to improve brand perception.

1.4 Research Questions

1. What is the effect of political advertising on brand perception in Selected Commercial Banks in Nigeria?
2. To what extent does political advertising influence brand perception within the study area?
3. What challenges are associated with political advertising in relation to brand perception?
4. What strategies can be adopted to optimize political advertising in order to improve brand perception?

1.5 Significance of the Study

This study is significant to a range of stakeholders. For policymakers and regulators, the findings offer evidence to guide the design of frameworks that support healthier outcomes around brand perception. For managers and practitioners within Selected Commercial Banks in Nigeria, the study provides practical insight into how political advertising can be better managed. Finally, it contributes to the academic literature on mass communication by extending existing knowledge into a specific empirical context, and offers a reference point for future researchers.

1.6 Scope of the Study

The study is limited to an examination of Political Advertising and its relationship with brand perception within the context of Selected Commercial Banks in Nigeria. It reflects a BSc-level scope of analysis and relies on data and perspectives available within that scope; generalizing the findings beyond this specific context should therefore be done with appropriate caution.