search query: @indexterm Alliances / total: 489
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| Author: | Fock, H.K.Y Woo, K. Hui, M.K. |
| Title: | The impact of a prestigious partner on affinity card marketing |
| Journal: | European Journal of Marketing
2005 : VOL. 39:1-2, p. 33-53 |
| Index terms: | Alliances Consumer behaviour Hong Kong Loyalty Marketing strategy |
| Freeterms: | Affinity marketing |
| Language: | eng |
| Abstract: | The paper investigates the synergetic impact of joint marketing collaboration between a bank and an affinity organisation on their affinity credit card holders' behaviours. The aim is to identify the sources of the influence of the alliance partners which induce changes in the attitude and behaviour of cardholders. |
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