Schlegelmilch, Bodo B.; Woodruffe, Helen - In: International Journal of Bank Marketing 13 (1995) 5, pp. 12-23
Compares the affinity credit card markets in the USA and the UK, focusing on the members of the partnership trio: charities, card issuers and cardholders. The affinity card market in both the USA and the UK is expanding rapidly. Explores the motivations for entering the partnerships and the...