Despite strong evidence on the effectiveness of advertising rhetoric, the extant literature has not theorized or empirically assessed conditions under which this effectiveness may be nullified. The present research argues that the application of rhetoric in advertisements grounded in...

The purpose of this paper is to classify and compare the importance of the benefits consumers derive from affinity credit card programmes. A random sample of affinity credit card holders of a major Greek athletic club (AC) was surveyed and a multi-group structural equation model was run to...