Abstract
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 satisfaction derived from the partnerships. Discusses the results in the light of an increasing deregulated marketing environment permitting foreign credit card issuers entry into the UK market.
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