Digital Commons Network^™

Relationship Marketing And Collegiate Affinity Credit Cards: An Analysis Of Eleven Years Of Cfpb Data (2009 – 2020), Neleen S. Leslie-Piper

Association of Marketing Theory and Practice Proceedings 2024

Deregulation and increased market information have made competition fierce in today's market. Service marketers have sought to increase their competitive advantage by focusing on branding and social benefits to augment the functional benefits provided by the services they offer (Fock, Woo, and Hui, 2003). Financial services represent one such industry. Banks have, in recent decades, partnered with organizations with strong membership or supporter bases to create specialized products, including credit cards that are offered exclusively to various organizations. The primary goal of affinity marketing is to capitalize on the relationship between the affinity organization and its members for the promotion …

Influence Of Alumni Affinity Groups On Alumni Engagement And Alumni Giving, Gary R. Johnson

USF Tampa Graduate Theses and Dissertations

A student’s college experience lasts only a finite amount of time, but their role as alumni lasts for a lifetime. Alumni play an important role in higher education. The future financial success of a college or university is largely based on involvement and financial support by the school’s alumni. The purpose of this research was to learn about the role alumni affinity groups play in engaging alumni with the school and if they have the ability to impact alumni giving.

The dissertation data was collected using a qualitative methods research approach. Alumni data was gathered from two public universities from …