Affinity credit card issuers and their relationship with their alumni affinity group partners

Abstract

Examines the relationship between the financial institution that issues the affinity credit card and one of the recognized affinity groups on whose behalf the card is issued, the alumni of higher education institutions. Builds on previous research and publications (Worthington and Horne, 1995, 1996) but involves taking into account a new perspective on the relationship, that of the affinity credit card issuer. Bases research on the same five‐phase model of relationship formation and development used in the previous studies. Before discussing the results of the research, considers the context of the study, followed by a section on methodology. Then presents the research results followed by a summary and conclusion.

Citation

Worthington, S. (1997), "Affinity credit card issuers and their relationship with their alumni affinity group partners", International Journal of Bank Marketing, Vol. 15 No. 2, pp. 39-47. https://doi.org/10.1108/02652329710160448