Influence of Fashion Brand Loyalty Programs on Repeat Purchases in Uganda

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.