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Document Type

Journal Article

Department/Unit

Department of Marketing

Title

Member–organization connection impacts in affinity marketing

Language

English

Abstract

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.

Keywords

Affinity marketing, Cause-related effect, Empathy, Interdependent orientation, Loyalty, Obligation

Publication Date

2011

Source Publication Title

Journal of Business Research

Volume

64

Issue

7

Start Page

672

End Page

679

Publisher

Elsevier

ISSN (print)

01482963

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