Fock, Henry K.Y.; Woo, Ka‐shing; Hui, Michael K. - In: European Journal of Marketing 39 (2005) 1/2, pp. 33-53
Purpose – This study investigates the synergetic impact of joint marketing collaboration between a bank and an affinity organisation on their affinity credit card holders' behaviours. Seeks to identify the sources of the influence of the alliance partners which induce changes in the attitude...