Chapter One — 1.1 Background to the Study

Over the past decade, the relationship between experiential marketing and brand awareness has become a subject of considerable debate among scholars and industry practitioners alike, particularly within the context of Borno State where operating conditions differ markedly from more developed markets.

Within the context of Borno State, 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 experiential marketing on brand awareness, making a context-specific inquiry both timely and necessary.

1.2 Statement of the Problem

Despite a growing body of literature on experiential marketing, there remains limited consensus on the precise nature of its relationship with brand awareness, particularly within Borno State. Many organizations continue to make decisions about experiential marketing without a clear, evidence-based understanding of how those decisions ultimately affect brand awareness. 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 Experiential Marketing on brand awareness in Borno State.
2. To assess the extent to which experiential marketing influences brand awareness within the study area.
3. To identify the challenges associated with experiential marketing in relation to brand awareness.
4. To recommend strategies for optimizing experiential marketing in order to improve brand awareness.

1.4 Research Questions

1. What is the effect of experiential marketing on brand awareness in Borno State?
2. To what extent does experiential marketing influence brand awareness within the study area?
3. What challenges are associated with experiential marketing in relation to brand awareness?
4. What strategies can be adopted to optimize experiential marketing in order to improve brand awareness?

1.5 Significance of the Study

Beyond its academic contribution to the field of marketing, this study has practical value for management teams within Borno State seeking to understand how experiential marketing translates into measurable outcomes around brand awareness. It is equally useful to students and future researchers looking for a localized empirical reference on this relationship.

1.6 Scope of the Study

The study is limited to an examination of Experiential Marketing and its relationship with brand awareness within the context of Borno State. It reflects a clearly defined 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.