Relationship marketing: The case of the university alumni affinity credit card
- 1 January 1996
- journal article
- Published by Informa UK Limited in Journal of Marketing Management
- Vol. 12 (1-3), 189-199
- https://doi.org/10.1080/0267257x.1996.9964408
Abstract
The credit card market in the UK has a growing number of affinity cards, some of which are specifically targeted at alumni associations. This article discusses the background to the affinity credit card and the rationale behind the choice by card issuers of alumni associations as affinity partners. The triangular relationship between credit card issuer, affinity group and credit card holder is then explored, within the context of the alumni affinity card, and a model is constructed which demonstrates the complexity of the relationship. The alumni affinity credit card is offered as a litmus test to the validity of relationship marketing as a new marketing paradigm.Keywords
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