Assessing the value of loyalty scheme communications to British FMCG retailers' brands
Loyalty schemes are a key feature of many British FMCG retailers' marketing communications strategies, but there is no research on how communications language of these schemes can positively or negatively affect consumer perceptions of a brand. This study introduces the possibility of using a f...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2013
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| Online Access: | https://eprints.nottingham.ac.uk/26850/ |
| _version_ | 1848793259169546240 |
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| author | MCLUNDIE, MICHAEL |
| author_facet | MCLUNDIE, MICHAEL |
| author_sort | MCLUNDIE, MICHAEL |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | Loyalty schemes are a key feature of many British FMCG retailers' marketing communications strategies, but there is no research on how communications language of these schemes can positively or negatively affect consumer perceptions of a brand. This study introduces the possibility of using a framework to assess 'unbranded' loyalty scheme communications and compare consumer perceptions with those of the retailer's brand. This framework was distributed to consumers as a survey, and it was found that some retailers' communications mirrored the perceptions of their brand, whilst others were relatively misaligned. This ultimately was likely to lead to a corresponding change in brand equity and showed how such a framework could be used to alter the way text was written, thus adding value to a brand. |
| first_indexed | 2025-11-14T18:57:27Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-26850 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:57:27Z |
| publishDate | 2013 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-268502017-10-19T13:40:40Z https://eprints.nottingham.ac.uk/26850/ Assessing the value of loyalty scheme communications to British FMCG retailers' brands MCLUNDIE, MICHAEL Loyalty schemes are a key feature of many British FMCG retailers' marketing communications strategies, but there is no research on how communications language of these schemes can positively or negatively affect consumer perceptions of a brand. This study introduces the possibility of using a framework to assess 'unbranded' loyalty scheme communications and compare consumer perceptions with those of the retailer's brand. This framework was distributed to consumers as a survey, and it was found that some retailers' communications mirrored the perceptions of their brand, whilst others were relatively misaligned. This ultimately was likely to lead to a corresponding change in brand equity and showed how such a framework could be used to alter the way text was written, thus adding value to a brand. 2013-09-30 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/26850/1/DISSERTATION_FINAL_v3.pdf MCLUNDIE, MICHAEL (2013) Assessing the value of loyalty scheme communications to British FMCG retailers' brands. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | MCLUNDIE, MICHAEL Assessing the value of loyalty scheme communications to British FMCG retailers' brands |
| title | Assessing the value of loyalty scheme communications to British FMCG retailers' brands |
| title_full | Assessing the value of loyalty scheme communications to British FMCG retailers' brands |
| title_fullStr | Assessing the value of loyalty scheme communications to British FMCG retailers' brands |
| title_full_unstemmed | Assessing the value of loyalty scheme communications to British FMCG retailers' brands |
| title_short | Assessing the value of loyalty scheme communications to British FMCG retailers' brands |
| title_sort | assessing the value of loyalty scheme communications to british fmcg retailers' brands |
| url | https://eprints.nottingham.ac.uk/26850/ |