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Keywords: Co-branding
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Journal Articles
International Journal of Bank Marketing (2018) 36 (5): 969–987.
Published: 18 June 2018
...Stephen W. Wang; Jillian Farquhar Purpose The purpose of this paper is to further the consumer services theory in financial services marketing by examining how perceived benefits influence consumer intention-to-use a co-branded credit card and further how intention-to-use is moderated...
