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