Clubcard loyalty scheme 194 Jennifer Rowley School for Business and Regional Development, University of Wales, Bangor, UK Abstract Downloaded by Newcastle University At 07:53 22 November 2014 (PT) Purpose – This article undertakes a case study-based analysis of the Tesco Clubcard loyalty scheme that seeks to re-conceptualise the role of loyalty schemes by focusing on the role of loyalty schemes in branding and brand webs. Design/methodology/approach – The article takes a case study-based approach. Tesco…
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