Assessing the value of loyalty scheme communications to British FMCG retailers' brands

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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...

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Bibliographic Details
Main Author:	MCLUNDIE, MICHAEL
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2013
Online Access:	https://eprints.nottingham.ac.uk/26850/

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