Faculty of Marketing and International Business

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The Faculty of Marketing and International Business at Makerere University Business School (MUBS) is committed to advancing scholarship, innovation, and professional practice in marketing, international trade, global business strategy, and related disciplines. In alignment with the MUBS Institutional Repository Policy (2025), this community serves as the official digital archive for preserving and disseminating the faculty’s scholarly and institutional outputs. It promotes open access, research visibility, intellectual property protection, and long-term digital preservation in accordance with national legal frameworks and international open science standards. The faculty repository collection includes peer-reviewed journal articles, theses and dissertations, conference papers, policy briefs, working papers, research datasets, books and book chapters, and other approved academic outputs. Where applicable, content is deposited under Creative Commons licenses to ensure lawful sharing and reuse while safeguarding author rights. Through this community, the faculty enhances global discoverability of its research, supports compliance with funder and regulatory mandates (including NCHE requirements), and contributes to positioning MUBS as a regional leader in digital scholarship and knowledge equity.

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The Faculty of Marketing and International Business continues to expand its presence in the MUBS Institutional Repository. Recent publications, theses, and conference papers are now openly accessible to enhance research visibility and citation impact

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Brand Awareness, Customer Engagement and Sales Performance of Cosmetic Companies in Kampala Central Region.
(Makerere University Business School, 2025-12-05) Kafuku, Rehema
The purpose of the study was to examine the relationship between brand awareness, customer engagement and sales performance of cosmetic companies in Kampala Central Region. This was guided by the following objectives: To examine the relationship between brand awareness and sales performance, relationship between customer engagement and sales performance and to determine the combined effect of brand awareness and customer engagement on sales performance of cosmetic companies in Kampala Central Region. This study employed a cross-sectional survey design with a quantitative approach to investigate the relationship between brand awareness, customer engagement, and sales performance among 59 locally certified cosmetics companies in Kampala Central Region. A total of 177 respondents, comprising managerial, marketing, and frontline staff, were selected using proportionate and random sampling techniques. Data was collected using structured questionnaires and analysed using descriptive and inferential statistics. The findings revealed that both brand awareness and customer engagement were positively associated with sales performance. Specifically, brand awareness exhibited a moderate correlation, while customer engagement showed a slightly stronger positive correlation with sales performance. Regression analysis confirmed that each variable independently and jointly predicted sales performance, with their combined influence accounting for 25.6% of the variance. The study concludes that brand awareness and customer engagement mutually reinforce sales growth rate, sales revenue, market share and conversion rate as drivers of sales outcomes in the cosmetics sector. The study recommends that companies should prioritize consistent, recognizable branding and ensure meaningful customer interactions in order to enhance competitiveness and profitability.
Brand Partnerships, Digital Marketing and Brand Loyalty in the E-Transport Sector:
(Makerere University Business School, 2025-11-25) Kayongo, Hillary Mark
This study examined the interplay of Brand Partnerships, Digital Marketing, and Brand Loyalty among university student users of e-transport services in Kampala District. Specifically, the study examined the relationship between brand partnership and brand loyalty, assess the relationship between digital marketing and brand loyalty, and establish the combined effect of brand partnerships and digital marketing on brand loyalty within the e-transport sector. The study employed a descriptive, cross-sectional research design with a quantitative approach. The target population comprised 14,635 students from Makerere University Business School (MUBS) School registrar’s office 2024), selected for their relevance and understanding of marketing concepts. Primary data was collected from a sample of 392 students using a structured online questionnaire. The findings indicate a positive and significant relationship between brand partnerships and brand loyalty, as well as between digital marketing and brand loyalty, among university student e-transport users in Kampala. The combined effect of both brand partnerships and digital marketing also showed a significant positive impact on brand loyalty. The study, therefore, recommends that e-transport service providers should prioritize strategic brand partnerships and targeted digital marketing efforts—including promotion partnerships, service partnerships, social media engagement, and search engine optimization—to boost brand loyalty Cultivating repurchase intention, willingness to recommend, and emotional attachment is particularly crucial for building and maintaining a loyal customer base within the university student segment in Kampala.
Branding, Service Quality and Sales Performance of Tours and Travel Companies in Uganda.
(Makerere University Business School, 2024-05-08) Buyera, Calvin David
The purpose of the study was to examine the contribution of branding and service quality on sales performance of tour and travel companies in Uganda. The research problem was that tours and travel companies in Uganda are faced with a problem of low sales indicated by the failure to meet financial targets, and high rates of labor turnover and collapse of some tours and travel companies. Hence the study objectives were: to examine the relationship between branding and sales performance in tours and travel companies in Uganda, to establish the relationship between service quality and sales performance in tours and travel companies in Uganda, to examine the relationship between branding and service quality in tours and travel companies in Uganda and to establish the mediating role of service quality in the relationship between branding and sales performance in tours and travel companies. The study used a cross sectional design using a quantitative research method. A sample of 260 tour and travel companies was selected from the population of 800. This was done using a simple random sampling approach. A questionnaire was used to collect data. Findings show that there is a strong, positive and significant relationship between branding and sales performance (r =.737, p<.01), there is a strong, positive and significant relationship between service quality and sales performance (r =.790, p<.01), there is a strong and positive relationship between branding and service quality in tours and travel firms in Uganda (r=.790, p<.01) and that service quality significantly though partially mediates in the relationship between branding and sales performance in tours and travel companies in Uganda. On that basis it was recommended that: the companies should invest in strategic branding initiatives that encompass not only visual identity but also values, customer perception, and overall organizational reputation, they should invest in continuous training programs focused on customer service skills, and that they should focus on an integrated approach where both branding and service quality are developed and managed harmoniously.
Celebrity Endorsement, Brand Equity and Sales Performance of Alcoholic Beverage Companies in Kampala, Uganda.
(Makerere University Business School, 2023-11-13) Kimera, Timothy
The study examined the relationship between celebrity endorsement, brand equity and the sales performance of alcoholic beverage companies in Kampala Uganda. A cross sectional survey design was used for the study. A sample of 44 alcoholic beverage companies was drawn from a population of 50 companies. To have a comprehensive analysis of the study, the researcher chose three respondents from each company. These included; the marketing, brand and sales managers. This represented a total number of 132 respondents. From the findings, a total of 104 respondents returned questionnaires constituting a response rate of 79%. The data was collected using a closed ended self-administered questionnaire and was analyzed using SPSS version 27. Pearson correlation and regression analysis were used to determine the degree of the relationship between celebrity endorsement and brand equity on the sales performance of alcoholic beverage companies in Kampala. The correlation analysis revealed that a significant and positive relationship between celebrity endorsement and sales performance of alcoholic beverage companies in Uganda (r =.421**, p<0.01). It also revealed that there was a significant positive relationship between celebrity endorsement and brand equity. The regression results of the study indicated that 29.3% variations in sales performance are due to variations in a combination of celebrity endorsement and brand equity. This implies that a positive increase in celebrity endorsement and brand equity leads to a positive change in sales performance of alcoholic beverage companies in Uganda. The study recommends that managers of alcoholic beverage companies should continue to engage viable endorser-brand fit in the marketing communication efforts, as this will enhance the image of their brand in the consumers‟ mind and contribute to the positivity of sales performance.
Competitive Strategies, Brand Equity, and Sales Performance of Carbonated Soft Drinks Companies in Uganda.
(Makerere University Business School, 2025-06-17) Ayebare Angel
The study sought to establish the relationship between brand equity, competitive strategies, sales performance of carbonated soft drinks companies in Uganda. Specifically, the study sought to examine the relationship between competitive strategies and sales performance of carbonated soft drinks companies in Uganda; to establish the relationship between brand equity and sales performance of carbonated soft drinks companies in Uganda; to examine the relationship between competitive strategies and brand equity among carbonated soft drinks companies in Uganda; and to establish the mediating effect of brand equity on the relationship between competitive strategies and sales performance among carbonated soft drinks companies in Uganda. The study adopted a cross-sectional design in order to gather responses from multiple respondents simultaneously. The population as 32 carbonated soft drinks manufacturing companies in Uganda. The sample size of 28 carbonated soft drinks companies in Uganda basing on Krejcie and Morgan table and selected using simple random sampling. Respondents included 4 employees from the Operations, Finance, Marketing and Sales departments of each company, selected purposively. Information was solicited from respondents by use of a questionnaire which was based on a five-point Likert scale. Quantitative data analysis was presented using inferential statistics. The study concluded that there was a strong positive relationship between competitive strategies and sales performance among carbonated soft drinks companies in Uganda (r = .612**, p < .01). It was also concluded that there is strong positive relationship between brand equity and sales performance among carbonated soft drinks companies in Uganda (r = .699**, p < .01). And concluded that there was strong positive relationship between competitive strategies and brand equity among carbonated soft drinks companies in Uganda (r = .505**, p < .01). It was further concluded that brand equity mediates the relationship between competitive strategies and sales performance. While competitive strategies have a direct positive impact on sales, the enhancement of brand equity further amplifies this effect. Given the strong relationship between brand equity and sales performance, companies should invest heavily in brand-building activities. It was further recommended that companies integrate brand-building efforts into their strategic planning. For example, firms could focus on differentiating their brands by offering unique value propositions, enhancing product quality, and emphasizing sustainability. Companies should also not only focus on implementing competitive strategies but also on leveraging these strategies to build and enhance their brand equity.
Consumer Attitudes, Perceived Risk, and Life Insurance Adoption among Teaching Staff in Public Universities in Central Uganda.
(Makerere University Business School, 2024-11-05) Kasamba, Stephen
The study investigated consumer attitudes, perceived risks, and the adoption of life insurance among teaching staff in public universities in Central Uganda. The study aimed to assess how attitudes towards quality, economic value, and legality of life insurance, alongside perceived financial, performance, time-related, and psycho-social risks, influence adoption of life insurance. Using a structured questionnaire distributed to 336 respondents with 99% response rate, the study explored the relationships between these variables through descriptive statistics, Pearson correlation, and regression analysis. The analysis revealed significant positive relationships between consumer attitudes and life insurance adoption (r = 0.40, p < 0.001) and between perceived risks and adoption (r = 0.45, p < 0.001). The implication is that favorable attitudes towards the quality and economic benefits of life insurance, coupled with a reduction in perceived financial and performance risks, contribute significantly to higher adoption rates. The regression analysis indicated that consumer attitudes and perceived risks together explain approximately 24% of the variance in life insurance adoption (Adjusted R² = 0.239) and the implication is that both factors play crucial roles in determining Life insurance adoption. These findings suggest that while most teaching staff view life insurance positively in terms of quality and economic benefits, challenges related to perceived financial and legal risks persist hence the necessity for improved educational outreach and communication to address these concerns and enhance insurance adoption. Overall, this research provides valuable insights into the factors influencing life insurance adoption in an academic setting recommending targeted interventions to insurance providers and policy makers to improve understanding of Life insurance and reduction of associated risks.
Consumer Attitudes, Subjective Norms, Percieved Behavioral Control and Adoption of Online Shopping in Uganda.
(Makerere University Business School, 2024-11-13) Amase Daisy Patience
This paper presents consumer attitudes, subjective norms, perceived behavioral control and adoption of online shopping in Uganda. The purpose of the study was set to examine the relationship between customer attitudes, subjective norms, and perceived behavioral control and on line shopping in Uganda and the key study area was Kampala district central division. The objective of the study was to establish the effect of consumer attitude, subject norms, perceived behavioral control and the predictive power of the three variables and online shopping. The study adopted a cross sectional design because the researcher collected data from one specific point in time. To fulfill this purpose, four objectives were developed, to answer this study. The study followed a quantitative cross-sectional approach, and the data collection was made possible through a survey questionnaire targeting online shoppers in Kampala central Division. A sample of 380 respondents was used of which 243 usable questionnaires were returned. Data analysis was done using SPSS Version 25, where correlation and multiple regression analyses were performed to describe the sample and answer to research questions. The results indicated that Customer attitudes and Perceived Behavior control are positively related to the shopping in Uganda. Customer attitude is a stronger predictor of shopping than Perceived Behavior control. Of particular note, the study revealed an intriguing result that subjective norms do not have a significant influence on online shopping in Uganda. From the above findings, it was concluded that attitude is the most significant predictor of behavioral intention to adopt online shopping in Uganda, followed by perceived behavioral controls and Subjective norms. Recommendations based on the above findings include; collaborating with social media influencers or running campaigns that encourage word-of-mouth recommendations could increase visibility and potentially shape consumer perceptions over time; enhancing user experience and Accessibility of online shopping services and finally consumer attitudes toward online shopping in Uganda may be shaped by concerns around reliability, product quality and so on.
Consumer Perception, Consumption Values and Product Usage in Beauty and Cosmetics Industry of Uganda.
(2023) Wanjala, John
The study focused on examining the relationship between consumer perception, consumption values, and product usage of cosmetic products in Uganda. The study was guided by three objectives namely; to establish the relationship between consumer perception and product usage to establish the relationship between consumption values and product usage and to examine the combined effect of Consumer perceptions, consumption Values on product Usage The study adopted a cross sectional design because the researcher collected data from one specific point in time. The study also adopted a quantitative approach since it is meant to test rather than generate theory and focused on describing and drawing inferences from the relationships of the variables. Quantitative research was used because it was conclusive in its purpose, as it tries to quantify a problem and understand how prevalent it is by looking for projectable results to a larger population. The Unit of inquiry were consumers of Cosmetic products in Uganda focusing mainly on those in Kampala because being the urban district, most of the people use cosmetics and the unit of analysis were customers of the major companies producing the cosmetics products based on the customer registers of the companies which 1,403 customers. A sample size of 302 respondents was selected from consumers as determined by Krejcie and Morgan (1970). The findings indicated a strong positive relationship between Consumer Perception and Product Usage. A higher level of consumer perception, which may include positive attitudes, beliefs, and opinions about the cosmetic product, is associated with a greater likelihood of increased usage. The study findings established that there was a positive and significant relation between consumption values and product usage. The findings indicate that both Consumer Perceptions and Consumption Values have significant positive effects on Product Usage of cosmetic products. Therefore, companies have to focus on gaining positive consumer attitudes and ensuring positive consumption values towards their products so as to increase products usage of cosmetics products. Both consumption values and consumer attitude can lead to improvement of product usage of cosmetic products.
Corporate Reputation, Corporate Social Responsibility, and Customer Satisfaction.
(Makerere University Business School, 2024-09-30) Kobusingye, Catherine
Customer satisfaction is considered a vital factor for business survival and development. However, UMEME customers still demand improved supply reliability, responsiveness to service and clearing the pending connections, resulting into fluctuation in customer satisfaction levels. The purpose of the study was to examine the relationship between corporate reputation, corporate social responsibility and customer satisfaction at UMEME Limited-Kampala. The study used a cross sectional survey design with a quantitative approach. The study employed simple random sampling to select the right sample and a random number generator to reach participants. A closed ended questionnaire was used to collect primary numerical data from 384 domestic UMEME customers with in Kampala. SPSS software package version 25 was used to generate both descriptive and inferential statistics and results were presented in table form. Validity and reliability were both tested and yielded values above the threshold of 0.7. In respect to ethical considerations, privacy and confidentiality issues were emphasized. The findings of the study proved that corporate reputation, corporate social responsibility and customer satisfaction, positively and significantly associate with each other. Findings further proved that corporate reputation and corporate social responsibility increases customer satisfaction. Furthermore, findings proved that corporate social responsibility partially mediates the relationship between corporate reputation and customer satisfaction. The study recommends that Utility organizations such as UMEME should always try to maintain or improve its cognitive reputation and affective reputation so that people out there, can be inspired to consume its services. It is also recommended that Utility organisations such UMEME should endeavor to foster corporate social responsibility for customers and the social public welfare. This in turn can increase the customer satisfaction levels. This study has both policy and practical implication on Utility organisations as discussed in the subsequent chapters.
Corporate Social Responsibility (CRS) and Brand Building in Commercial Banks.
(2023) Awelo, Gloria
The growing interest to build a brand has made commercial banks think diversely which has led to the interest in Corporate Social Responsibility (CSR). Henceforth, to add to the growing scholarly debate in this dominion, this research was set out. That is, it was set out to investigate the extent to which selected CSR activities can be used by commercial banks to build distinct brands using CERUDEB as a case study. Given the qualitative nature of this research study, data source triangulation was used to ascertain whether data that was gathered remained unchanged in different contexts. The study focused on a case study research design, which was found to be appropriate. 30 participants were engaged for this study using a set of unstructured interview guides and a response rate of 100% was realised. Data aggregation was done basing on the grounded theory and thereafter, the data was analysed using the adaptive theory approach. Findings reveal that there is a significantly positive relationship between CSR and Brand Building as clearly tabulated and illustrated in chapter 4. It is upon these findings that the relevant conclusions were drawn. CERUDEB as the case study was found to be a relevant and a corresponsive choice for this research. The study clearly revealed that CERUDEB that started nearly as an NGO actually maintained its focus on CSR throughout the years it has so far existed for the well being of the people it serves and the communities at large. Therefore, upon this background of CSR, more and more has continuously been done by CERUDEB in line with CSR and the results are evident. Due to these efforts CERUDEB has emerged as one of the top performing commercial banks in Uganda even surpassing the performance of the long existing international commercial banks operating in Uganda. Furthermore, CERUDEB that initially started as a micro finance company lending to the poor and assisting them in various financial abilities has grown and built a brand in the banking industry. A brand that is highly appreciated for its efforts to transform the lives of the rural people and not only focus on reaping profits.
Corporate Social Responsibility (CSR) and Brand Building in Commercial Banks:
(Makerere University Business School, 2023-10-24) Awelo, Gloria
The growing interest to build a brand has made commercial banks think diversely which has led to the interest in Corporate Social Responsibility (CSR). Henceforth, to add to the growing scholarly debate in this dominion, this research was set out. That is, it was set out to investigate the extent to which selected CSR activities can be used by commercial banks to build distinct brands using CERUDEB as a case study. Given the qualitative nature of this research study, data source triangulation was used to ascertain whether data that was gathered remained unchanged in different contexts. The study focused on a case study research design, which was found to be appropriate. 30 participants were engaged for this study using a set of unstructured interview guides and a response rate of 100% was realised. Data aggregation was done basing on the grounded theory and thereafter, the data was analysed using the adaptive theory approach. Findings reveal that there is a significantly positive relationship between CSR and Brand Building as clearly tabulated and illustrated in chapter 4. It is upon these findings that the relevant conclusions were drawn. CERUDEB as the case study was found to be a relevant and a corresponsive choice for this research. The study clearly revealed that CERUDEB that started nearly as an NGO actually maintained its focus on CSR throughout the years it has so far existed for the well being of the people it serves and the communities at large. Therefore, upon this background of CSR, more and more has continuously been done by CERUDEB in line with CSR and the results are evident. Due to these efforts CERUDEB has emerged as one of the top performing commercial banks in Uganda even surpassing the performance of the long existing international commercial banks operating in Uganda. Furthermore, CERUDEB that initially started as a micro finance company lending to the poor and assisting them in various financial abilities has grown and built a brand in the banking industry. A brand that is highly appreciated for its efforts to transform the lives of the rural people and not only focus on reaping profits.
Culinary Quality, Perceived Authenticity and Customer Behavioral Intentions.
(2023) Nabaale, Jamirah
The purpose of this study was to examine the links between culinary quality, perceived authenticity and customer behavioral intentions in selected ethnic restaurants in Jinja City, Uganda. Specifically, the objectives were to examine the relationship between culinary quality and customer behavioral intentions; perceived authenticity customer behavioral Intentions; and the joint predictive relationship between culinary quality, perceived authenticity and customer behavioral Intentions. The study adopted an analytical cross-sectional correlational survey research design to test the study hypotheses. The data was collected using a self-administered questionnaire from a sample of 226 patrons of the selected ethnic restaurants participating in the study. The data were analyzed using correlation and hierarchical multiple linear regression in Statistical package for Social sciences. The findings showed a significant positive relationship between culinary quality and customer behavioral Intentions, perceived authenticity and customer behavioral intentions. The study also found that culinary quality and perceived authenticity significantly predict customer behavioral intentions. The study highlights the indispensable role of culinary quality in terms of value color, taste, good flavors, texture in building revisit and recommendation intentions. Furthermore, role played by perceived authenticity inform of unfamiliar, rare and traditional is vital in engendering customer behavioral intentions exhibited in revisiting and recommending others. The study thus recommends that, restaurant managers need to enhance culinary quality in terms of value, taste, smell, texture, rare, unfamiliar and local to motivate customers to revisit and recommend others to their establishments.
Customer Buying Behavior, Customer Relationship Management, And Sustainable Growth Of Retail Franchises.
(Makerere University Business School, 2024-10-14) Nambooze, Mariam
The study's purpose was to examine the relationship between customer buying behaviour, customer relationship management, and sustainable growth of retail franchises in Kampala. A cross-sectional quantitative research design was employed. The unit of analysis was a retail franchise outlet in Kampala and the study population was 140 retail franchises. A sample of 123 outlets was used and the response rate was 87%. The data collected was entered into SPSS 23 thereafter; Pearson’s Correlation Coefficient (r) and linear regression analysis were conducted to determine the level of association and the relationship among the three (3) study variables. The quantitative data was presented in tables. The correlations found (established) that there is a significant and positive association between the three (3) study variables. In terms of the relationship, objective one had a Beta of .412 (41%) variations in the sustainable growth of retail franchises due to variations in customer relationship management. Objective two, the Beta was .410 (41%) variations in the sustainable growth of retail franchises are due to variations in customer buying behaviour while objective three scored Adjusted R Square of .531 (53%) variations in sustainable growth of retail franchises is due to both customer buying behaviour and customer relationship management. In conclusion, the findings indicate that CRM can foster customer loyalty and provide the agility needed to adapt to the ever-changing retail landscape. Likewise, the journey towards sustainable growth in retail hinges on a continuous commitment to understanding customer buying behaviour. The researcher recommends that the sampled retail franchises should conduct market research, analyze purchase patterns, and collect customer data to gain insights into their customer’s preferences, needs, and emerging trends. Also, retail franchises should focus more on personalizing customer experiences by utilizing the collected customer data.
Customer Relationship Marketing, Customer Satisfaction and Customer Loyalty for Carbonated Soft Drinks among Students of Institutions of Higher Learning in Nakawa Division.
(2023) Ayikoru, Stella
The purpose of the study was to examine the relationship between customer relationship marketing, customer satisfaction and customer loyalty in the carbonated soft-drinks industry among students in Institutions of higher learning in Nakawa division. The study adopted a cross-sectional research design with a sample of 324 consumers (students) of carbonated soft drinks industry among students in Institutions of higher learning in Nakawa division. The data was analyzed using SPSS version 22 to establish the statistical relationships between the variables and also establish the extent to which customer relationship marketing and customer loyalty explains the variance in customer loyalty in the carbonated drinks industry. The results of the study reveal that the existence of a positive and significant relationship between customer relationship marketing and customer loyalty, and a positive and significant relationship between customer satisfaction and customer loyalty. It further reported that customer relationship marketing and customer loyalty explains 64.72 percent of the variance in customer loyalty in the carbonated drinks industry. The study also revealed a positive and significant relationship between customer relationship marketing and customer satisfaction on customer loyalty for carbonated soft drinks among students in higher institutions of learning in Nakawa division. The study is limited by the research design choice; the study was cross-sectional in nature and thus missed out on the benefits of a longitudinal study. Data points were only captured at a specific point in time, whereas changes in the responses over time would have given deeper insights. The study revealed the important link between word of-mouth and customer loyalty, as further research, effort ought to be directed towards establishing the relationship between peer pressure and customer loyalty among students in institutions of higher learning. In addition, studies ought to establish the sensory appeal aspects of carbonated soft drinks that create perceptions of value.
Customer Relationship Marketing, Customer Satisfaction and Customer Loyalty for Carbonated Soft Drinks Among Students of Institutions of Higher Learning in Nakawa Division
(Makerere University Business School, 2023-05-04) Ayikoru Stella
The purpose of the study was to examine the relationship between customer relationship marketing, customer satisfaction and customer loyalty in the carbonated soft-drinks industry among students in Institutions of higher learning in Nakawa division. The study adopted a cross-sectional research design with a sample of 324 consumers (students) of carbonated soft-drinks industry among students in Institutions of higher learning in Nakawa division. The data was analysed using SPSS version 22 to establish the statistical relationships between the variables and also establish the extent to which customer relationship marketing and customer loyalty explains the variance in customer loyalty in the carbonated drinks industry. The results of the study reveal that the existence of a positive and significant relationship between customer relationship marketing and customer loyalty, and a positive and significant relationship between customer satisfaction and customer loyalty. It further reported that customer relationship marketing and customer loyalty explains 64.72 percent of the variance in customer loyalty in the carbonated drinks industry. The study also revealed a positive and significant relationship between customer relationship marketing and customer satisfaction on customer loyalty for carbonated soft drinks among students in higher institutions of learning in Nakawa division. The study is limited by the research design choice; the study was cross-sectional in nature and thus missed out on the benefits of a longitudinal study. Data points were only captured at a specific point in time, whereas changes in the responses over time would have given deeper insights. The study revealed the important link between word-of-mouth and customer loyalty, as further research, effort ought to be directed towards establishing the relationship between peer pressure and customer loyalty among students in institutions of higher learning. In addition, studies ought to establish the sensory appeal aspects of carbonated soft drinks that create perceptions of value.
Digital Marketing Strategies Implementation and Sales Performance During the Disruptive Covid-19 Era.
(Makerere University Business School, 2023-12-13) Nalubwama, Winnie
This study sought to investigate the relationship between digital marketing strategies implementation and sales performance during the disruptive COVID-19 era in Colline Hotel Mukono. The study was guided by five specific objectives; that is to investigate the relationship between social media marketing strategy implementation and sales performance at Colline Hotel Mukono, to investigate the relationship between E-mail marketing strategy implementation and sales performance at Colline Hotel Mukono, to examine the relationship between mobile marketing strategy implementation and sales performance at Colline Hotel Mukono, to investigate the effect of digital marketing strategies implementation and sales performance at Colline Hotel Mukono, and to examine the moderating effect of the disruptive COVID-19 era on the relationship between digital marketing strategies implementation and sales performance at Colline Hotel Mukono. The study employed a quantitative design due to its ability to investigate the phenomenon at once. The study targeted a sample size of 92 respondents including include sales managers, sales executives, sales representatives, and distribution staff at Colline Hotel. These participants were selected simple randomly. Data was collected using structured questionnaires and interview guides for key informants. Overall, 87.5% of the sample participated. All research findings are presented in tables. The study findings revealed that email marketing strategy implementation, significantly affects sales performance at Colline Hotel. The findings indicate that social media marketing strategy implementation, and Mobile marketing strategy implementation did not have a significant relationship with sales performance. The findings as portrayed by the adjusted R Square indicated that 14.1% of sales performance at Colline Hotel was explained by the three predictor variables (social media, email, and mobile marketing strategy implementation). The disruptive COVID-19 pandemic was found to have a significant moderation effect on the relationship between mobile marketing strategy implementation and sales performance at Colline Hotel. In due regard, the study concluded digital marketing strategies implementation during this era of COVID-19 is vital in the enhancement of sales performance. The study recommends that marketing managers should embrace email, and mobile marketing strategy implementation so as to grow their sales performance base by ensuring use of opt-in (subscription) emails for sending its marketing messages, and using mobile marketing to offer direct communication to customers.
Digital Technologies, Social Networks, and Inward Internalization of Ugandan Tourism Firms.
(2024) Kabahita, Charity
This study investigated how digital technologies and social networks facilitate the efforts of Ugandan tourism firms to attract international customers and contribute to their competitiveness in the global tourism industry. The study used a quantitative approach to data collection and analysis. During the quantitative phase, a survey questionnaire was distributed to a sample of Ugandan tourism firms to collect data on their use of digital technologies and social networks in their inward internationalization efforts. Statistical analyses were performed to assess the impact of digital technologies, such as investing in a website, using social media and online sales platforms, and the role their social networks play in their inward internationalization efforts. The findings of this study add to the existing literature by shedding light on the role of digital technologies and social networks in Ugandan tourism firms' inward internationalization. The research aims to provide policymakers, tourism industry stakeholders, and individual firms with practical recommendations on how to harness the potential of digital technologies and social networks for effective inward internationalization. This study aims to support the growth and competitiveness of Uganda's tourism sector in the global market by improving understanding of the factors that influence the success of inward internationalization.
Emotional Branding, Customer Loyalty, and Sales Performance of Cosmetic Firms in Uganda.
(Makerere University Business School, 2025-10-29) Opakrwoth, Ronald
In 2023, the global cosmetics business was estimated to be worth over USD 374 billion. It has become a vibrant industry that is driving economic growth, employment, and local manufacturing, especially in emerging economies like Uganda. Ugandan cosmetics companies still struggle to maintain sales performance, with some failing to prosper, even after implementing a number of sales-boosting tactics, such as product diversification, R&D expenditures, digital marketing, and influencer partnerships. This study acknowledges the vital role that affective consumer connections play in generating revenue and market share by examining the impact of emotional branding and customer loyalty on the sales performance of cosmetics companies in Uganda. The study used a quantitative technique, guided by four objectives, and used purposive sampling to target 191 registered cosmetics companies. The respondents were marketing and sales department personnel. Structured self-administered questionnaires were used to gather primary data, which were then subjected to regression and correlation analysis. The results show that customer loyalty has a substantial positive correlation with sales performance (r = 0.731, p < 0.01), and that emotional branding significantly improves sales performance (r = 0.664, p < 0.01) and positively promotes customer loyalty (r = 0.726, p < 0.01). Additionally, mediation analysis shows that the relationship between emotional branding and sales performance is partially mediated by customer loyalty, which accounts for about 31.9% of the total effect. These findings highlight how crucial it is to combine loyalty-building programs with emotional branding tactics in order to promote long-term client engagement and enhance sales results. According to the survey, Ugandan cosmetics companies may improve client retention, foster stronger emotional ties, and achieve long-term economic growth by utilizing interactive digital platforms, targeted marketing, storytelling, and loyalty programs. Findings also provide a basis for further research into additional factors influencing sales performance, the long-term effects of emotional branding, and the role of cultural and digital trends in shaping consumer loyalty.
Firm Capabilities, Marketing Capabilities and Internationalization of Local Ugandan Coffee Brands.
(2023) Ntende, Julius
This study sought to examine the relationship between firm capabilities, marketing capabilities and internationalization of Ugandan local coffee brands. The research problem was that despite the importance attached to brand internationalization, there remain low levels of brand internationalization for Ugandan local coffee brands. The research objectives were to examine the relationship between firm capabilities, and internationalization of Ugandan local coffee brands, to examine the relationship between marketing capabilities and internationalization of Ugandan local coffee brands and to examine the combined effect of firm capabilities and marketing on internationalization of Ugandan local coffee brands. The research design was based on a cross sectional study using a quantitative approach. The sample comprised of 24 coffee exporting brands and a simple random sampling approach was used to identify any ten (10) staff from each brand. The research instrument used is a structured questionnaire with pre-coded answers administered to the respondents. The correlation between firm capabilities and brand internationalization was positive and significant (r = .782**, p < .01). Additionally, marketing capabilities were found to have a substantial positive correlation with brand internationalization constructs (r = .854**, p < .01). Both firm capabilities and marketing capabilities predict 73.6 percent of the variance in brand internationalization (Adjusted R Square = 0.736). Based on these findings it was recommended that Ugandan coffee brands aiming for internationalization should invest strategically in developing and enhancing their core firm capabilities, there is a need for a dynamic approach that allows for adaptation and continuous reconfiguration of firm capabilities, local coffee brands should invest in continuous innovation and differentiation in their product offerings, emphasis should be placed on developing dynamic pricing and promotion strategies, and that brands should focus on leveraging emerging digital marketing, tools, analytics, and artificial intelligence to create personalized and data-driven marketing strategies.
Human Capital, Working Environment, Employee Performance and Service Quality in Accommodation Facilities in Kampala City
(Makerere University Business School, 2018-10) Tushabe, Sylivia
The study examined the relationship between human capital, working environment, employee performance and service quality in accommodation facilities in Kampala City. A cross-sectional survey design was used to investigate the relationship between human capital, working environment, employee performance and service quality in accommodation facilities in Kampala City. Questionnaires were used to collect data from a sample of 92 accommodation facilities obtained from the population of 120 registered rated accommodation facilities in Kampala. Each facility was given three questionnaires. At least 77 accommodation facilities returned 2 questionnaires each. These were aggregated to enable the researcher test the objectives developed from the literature review. The results suggest that both human capital and employee performance are positive and significant predictors of service quality. Work Environment found to be a non-significant predictor of service quality. It is recommended that accommodation facilities management should invest in human capital and employee performance for improvement in service quality.

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