Department of Marketing
Member–organization connection impacts in affinity marketing
Affinity marketing collaboration is a growing practice in the marketplace, yet theories to explain its influence are scarce in the literature. This study suggests two complementary cause-related effects stemming from an organization's connection with its members to explain the underlying mechanism of affinity marketing. The convergent findings of a survey and an experiment reveal that the responses of consumers in affinity marketing are both empathetic and particularistic. These characteristics distinguish affinity marketing from general commercial co-branding and from cause-related strategies which call for sympathetic and altruistic responses. These effects are more pronounced among individuals with a high interdependent orientation in collectivistic cultures. The dual influence of these effects makes affinity marketing an ideal marketing strategy for improving customer loyalty in the more interdependent societies in Asia. © 2010 Elsevier Inc.
Affinity marketing, Cause-related effect, Empathy, Interdependent orientation, Loyalty, Obligation
Source Publication Title
Journal of Business Research
Fock, Henry, Allan K.K. Chan, and Dengfeng Yan. "Member–organization connection impacts in affinity marketing." Journal of Business Research 64.7 (2011): 672-679.