Brand Partnerships, Digital Marketing and Brand Loyalty in the E-Transport Sector:
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Date
2025-11-25
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Makerere University Business School
Abstract
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.
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This is a master's thesis.
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Citation
Kayongo, H. M. (2025). The Perspective of University Students in Kampala City. (Unpublished master’s dissertation). Makerere University Business School, Kampala, Uganda.