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How to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of loyalty programs in Portugal

2022-01-18Dissertação de mestrado Acesso aberto
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datacite.subject.fosCiências Sociais::Economia e Gestãopt_PT
dc.contributor.advisorRisques, Inês
dc.contributor.advisorSilveira, Catherine da
dc.contributor.authorSalzmann, Sarah
dc.date.accessioned2022-06-15T14:15:28Z
dc.date.available2022-06-15T14:15:28Z
dc.date.issued2022-01-18
dc.date.submitted2021-12-17
dc.description.abstractMugler is having difficulties launching a loyalty program in Portugal because of the small size of its market and the brand's distribution model that makes it heavily dependent on retailers. GDPR regulations further do not allow the brand to access customer data. This individual part therefore aims to study how to establish a direct relationship with the Mugler consumer in Portugal through a loyalty program, taking into account the retail landscape. The main findings are that Mugler should seize the opportunity of merging with Spain, then adapt the Mugler Circle locally, and finally create awareness through offline and online channels.pt_PT
dc.identifier.tid202972216pt_PT
dc.identifier.urihttp://hdl.handle.net/10362/140019
dc.language.isoengpt_PT
dc.relationNova School of Business and Economics
dc.subjectLuxurypt_PT
dc.subjectFragrancespt_PT
dc.subjectCustomer relationship managementpt_PT
dc.subjectLoyaltypt_PT
dc.subjectRetentionpt_PT
dc.titleHow to boost and reach the full potential of Mugler-s perfumes brand loyalty? - an analysis of loyalty programs in Portugalpt_PT
dc.typemaster thesis
dspace.entity.typePublication
oaire.awardNumberUID/ECO/00124/2013
oaire.awardTitleNova School of Business and Economics
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UID%2FECO%2F00124%2F2013/PT
oaire.fundingStream6817 - DCRRNI ID
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
rcaap.rightsopenAccesspt_PT
rcaap.typemasterThesispt_PT
relation.isProjectOfPublication644a3f4f-817b-4d0d-aba6-f98cdca28bc7
relation.isProjectOfPublication.latestForDiscovery644a3f4f-817b-4d0d-aba6-f98cdca28bc7
thesis.degree.nameA Work Project, presented as part of the requirements for the Award of a Masters Double Degree in Management and International Business from the NOVA – School of Business and Economics and Maastricht University Faculty of Economics and Business Administrationpt_PT

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NSBE - MA Dissertations