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Keywords: Credit cards
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Journal Articles
Linking products to a cause or affinity group: Does this really make them more attractive to consumers?
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2008) 42 (1-2): 135–153.
Published: 15 February 2008
... is to examine the efficacy of this premise. Design/methodology/approach In‐depth qualitative research was conducted to explore the construction of consumer value in affinity credit cards, followed by large‐scale quantitative research to assess the prevalence of the perceptions and behaviour patterns...
