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Keywords: Affinity marketing
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2014) 28 (4): 265–275.
Published: 08 July 2014
... on the number of additional credit cards held by affinity credit card holders. Originality/value – The study is the first one to test formally the viability of a core services marketing theory (relational benefits) within the affinity marketing field as a means of explaining consumer behaviour within...
