Association of Marketing Theory and Practice Proceedings 2010
 

Document Type

Conference Proceeding

Conference Track

Sales Promotion/ Retailing

Publication Date

2010

Abstract

Several larger retailers have adopted loyalty cards as a means to acquire information to better serve their customers. To participate in a loyalty card program, consumers must provide a significant amount of personal information to the retailer. How aware are consumers of the data which they are providing retailers by using loyalty cards? How aware are they of how their information is being used? The purpose of this paper is to begin to raise these issues.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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Marketing Commons

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