Influence of Fashion Brand Loyalty Programs on Repeat Purchases in Uganda

Authors

  • Robert Andrew

DOI:

https://doi.org/10.47604/ijfd.2863

Keywords:

Fashion Brand Loyalty Programs, Repeat Purchases

Abstract

Purpose: The aim of the study was to analyze the influence of fashion brand loyalty programs on repeat purchases in Uganda.

Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.

Findings: Design and implement loyalty programs that are customized to meet the specific needs and preferences of different customer segments. Establish and enforce policies that protect consumer data collected through loyalty programs. Ensuring robust data privacy measures will build consumer trust and encourage participation in loyalty programs, while also complying with legal standards and regulations.

Unique Contribution to Theory, Practice and Policy: Expectancy-value theory, social exchange theory & theory of planned behavior may be used to anchor future studies on influence of fashion brand loyalty programs on repeat purchases in Uganda. Brands should use data analytics to identify key consumer segments and develop targeted rewards and incentives that resonate with each group, thereby enhancing program effectiveness and encouraging repeat purchases. Establish and enforce policies that protect consumer data collected through loyalty programs. Ensuring robust data privacy measures will build consumer trust and encourage participation in loyalty programs, while also complying with legal standards and regulations.

Downloads

Download data is not yet available.

References

Ajzen, I. (2021). The Theory of Planned Behavior. In Handbook of Theories of Social Psychology (Vol. 1, pp. 438-459). Sage Publications.

Brown, J., Johnson, R., & Thompson, H. (2023). The impact of social media integration in fashion brand loyalty programs. Journal of Retailing and Consumer Services, 66, 102-113. DOI: 10.1016/j.jretconser.2022.102113

Brown, T., Johnson, M., & Thompson, L. (2021). The influence of tiered rewards on consumer loyalty in South Korea. Journal of Consumer Behaviour, 20(2), 135-148. https://doi.org/10.1002/cb.1893

Brown, T., Johnson, M., & Thompson, L. (2023). The impact of social media integration on fashion brand loyalty programs. Journal of Consumer Marketing, 40(2), 155-167. https://doi.org/10.1108/JCM-07-2022-5283

Chen, L. (2022). The effect of experiential rewards on repeat purchases in fashion retail. Fashion Marketing and Management, 26(1), 45-60. DOI: 10.1108/FMM-03-2022-0071

Chen, X. (2022). Experiential rewards in loyalty programs: Effects on consumer engagement and repeat purchases. Journal of Retailing and Consumer Services, 66, 102865. https://doi.org/10.1016/j.jretconser.2021.102865

Chen, X. (2022). Impact of exclusive events and rewards on repeat purchases in the Middle East. International Journal of Retail & Distribution Management, 50(8), 825-839. https://doi.org/10.1108/IJRDM-04-2021-0142

Fishbein, M., & Ajzen, I. (2020). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Addison-Wesley.

Harris, M. (2020). Digital loyalty programs and their impact on repeat purchases. International Journal of Retail & Distribution Management, 48(7), 780-795. DOI: 10.1108/IJRDM-03-2020-0164

Harris, R. (2020). Effectiveness of digital loyalty programs in fashion retail. International Journal of Retail & Distribution Management, 48(9), 987-1001. https://doi.org/10.1108/IJRDM-02-2020-0075

Harris, R. (2022). The role of digital loyalty programs in Latin America: A case study of Mexico. Journal of Marketing Analytics, 10(3), 219-233. https://doi.org/10.1057/s41270-021-00109-3

Homans, G. C. (2019). Social Behavior: Its Elementary Forms. Routledge.

Johnson, A., & Lee, H. (2022). Tiered loyalty rewards and consumer retention in fashion. Journal of Marketing Theory and Practice, 30(4), 400-417. https://doi.org/10.1080/10696679.2022.2084960

Johnson, A., & Lee, H. (2022). Tiered loyalty rewards and consumer retention in fashion. Journal of Marketing Theory and Practice, 30(4), 400-417. https://doi.org/10.1080/10696679.2022.2084960

Johnson, E., & Lee, M. (2022). The role of tiered loyalty rewards in customer retention. Journal of Fashion Marketing and Management, 26(2), 179-194. DOI: 10.1108/JFMM-01-2022-0002

Jones, A., & Brown, L. (2021). The impact of experiential rewards on repeat purchases in New Zealand. Journal of Business Research, 129, 198-207. https://doi.org/10.1016/j.jbusres.2020.12.009

Kim, Y. (2022). Personalized loyalty programs and repeat purchases in Thailand. International Journal of Retail & Distribution Management, 50(5), 678-689. https://doi.org/10.1108/IJRDM-12-2021-0395

Kowalski, P., & Nowak, M. (2021). Tiered loyalty programs and consumer retention in Poland. Journal of Consumer Behaviour, 20(3), 223-235. https://doi.org/10.1002/cb.1923

Lee, H., & Kim, S. (2020). Personalized loyalty programs and consumer retention in the UAE. Journal of Retailing and Consumer Services, 57, 102264. https://doi.org/10.1016/j.jretconser.2020.102264

Lee, J., & Kim, S. (2019). Transparency in fashion brand loyalty programs and its impact on repeat purchases. Journal of Business Research, 102, 232-240. DOI: 10.1016/j.jbusres.2019.04.011

Nguyen, T., & Tran, T. (2023). The effectiveness of mobile-based loyalty programs in Indonesia. Journal of Marketing Analytics, 11(2), 156-168. https://doi.org/10.1057/s41270-022-00121-w

Peters, J. (2022). Digital loyalty platforms and repeat purchases in Hungary. Journal of Retailing and Consumer Services, 59, 102500. https://doi.org/10.1016/j.jretconser.2020.102500

Smith, A. (2021). Personalized rewards and their effects on consumer loyalty. Journal of Consumer Behaviour, 20(3), 262-276. DOI: 10.1002/cb.1865

Smith, J. (2021). Personalized rewards and consumer loyalty: An empirical study. Journal of Fashion Marketing and Management, 25(3), 423-438. https://doi.org/10.1108/JFMM-11-2020-0196

Smith, J. (2023). The effectiveness of tiered rewards in Canadian retail loyalty programs. Journal of Business Research, 151, 356-365. https://doi.org/10.1016/j.jbusres.2022.07.014

Smith, R., & Wright, S. (2023). Omnichannel loyalty programs and repeat purchases in Australia. Journal of Retailing, 99(1), 85-97. https://doi.org/10.1016/j.jretai.2022.10.006

Zhang, Y., & Wang, H. (2021). Comparing points-based and discount-based loyalty programs in fashion retail. European Journal of Marketing, 55(6), 1534-1554. DOI: 10.1108/EJM-05-2020-0321

Zhang, Y., & Wang, H. (2021). Points-based vs. discount-based loyalty programs in fashion retail. Journal of Consumer Research, 48(5), 930-945. https://doi.org/10.1093/jcr/ucab024

Zhang, Y., & Wang, H. (2022). Mobile-based rewards and repeat purchases in Taiwan. Journal of Retailing and Consumer Services, 63, 102896. https://doi.org/10.1016/j.jretconser.2021.102896

Downloads

Published

2024-08-18

How to Cite

Andrew , R. (2024). Influence of Fashion Brand Loyalty Programs on Repeat Purchases in Uganda. International Journal of Fashion and Design, 3(3), 35 – 44. https://doi.org/10.47604/ijfd.2863

Issue

Section

Articles