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| Author: | Mekonnen, A. Harris, F. Laing, A. |
| Title: | Linking products to a cause or affinity group: Does this really make them more attractive to consumers? |
| Journal: | European Journal of Marketing
2008 : VOL. 42:1/2 p. 135-153 |
| Index terms: | consumer behaviour credit cards financial services relationship marketing non-profit organizations United Kingdom |
| Freeterms: | cause marketing affinity marketing promotional methods |
| Language: | eng |
| Abstract: | This paper reports on a research which explored how consumer value is created and how linking commercial products to a non-profit organization influences the attractiveness of produce. The study combines large-scale qualitative and quantitative methods. The authors focused on affinity credit card markets in United Kingdom as a case study in order to gain better understanding about the relationship between consumers, affinity groups and financial service organizations. |
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