Affinity Credit Cards: Card Issuer Strategies and Affinity Group Aspirations

Abstract

Examines the history and economics of the credit card before describing the origins of the affinity card concept both in the USA and the UK. Explores different strategies of some major UK affinity card issuers and the aspirations of the affinity groups with whom a mutually beneficial relationship is sought. Successful affinity cards occur where the expectations of the card issuer are met by the aspirations of the affinity group and examples are used to illustrate a good and bad “fit”. Considers the current pressures on affinity cards and offers some thoughts on the need for a mutual understanding of the aspirations of both issuer and affinity group.

Citation

Worthington, S. and Horne, S. (1992), "Affinity Credit Cards: Card Issuer Strategies and Affinity Group Aspirations", International Journal of Bank Marketing, Vol. 10 No. 7, pp. 3-10. https://doi.org/10.1108/02652329210021113