A c k n o w l e d g e m e n t s
I would like to thank the following people, for their support and guidance throughout
the dissertation, without the help of the following this dissertation would have not
been possible:
Julia South – Dissertation Tutor, for her guidance, enthusiasm and knowledge
throughout the dissertation module.
Adele Thorley – Module Leader, who provided extensive knowledge through lectures
and group sessions.
Alison Rapsey - Course director and lecturer at Birmingham City University.
Angi Egan- Author and Brand Specialist, for discussing her extensive experience and
helpful opinions.
Samantha Lynch – PhD Researcher and Lecturer at Royal Agricultural University, for her
invaluable advice and knowledge surrounding this topic.
Richard Crompton - Section manager at John Lewis Birmingham, and his accommodating
knowledge and suggestions surrounding this topic.
Focus Group Participants – For their honest and in-depth opinions surrounding the
dissertation topic.
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