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Affinity credit card issuers and their relationship with their alumni affinity group partners

Article Information:

Title:

Affinity credit card issuers and their relationship with their alumni affinity group partners

Author(s):

Steve Worthington

Journal:

International Journal of Bank Marketing

Year:

1997

Volume:

15

Issue:

2

Page:

39 - 47


ISSN:

0265-2323


DOI:

10.1108/02652329710160448

Publisher:

MCB UP Ltd

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Abstract:

Examines the relationship between the financial institution that issues the affinity credit card and one of the recognized affinity groups on whose behalf the card is issued, the alumni of higher education institutions. Builds on previous research and publications (Worthington and Horne, 1995, 1996) but involves taking into account a new perspective on the relationship, that of the affinity credit card issuer. Bases research on the same five-phase model of relationship formation and development used in the previous studies. Before discussing the results of the research, considers the context of the study, followed by a section on methodology. Then presents the research results followed by a summary and conclusion.

Keywords:

Banking, Credit cards, Financial institutions


Article Type:

Research paper


Article URL:

http://www.emeraldinsight.com/10.1108/02652329710160448

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