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
Link to Publisher's Edition
Fock, H., Chan, A., & Yan, D. (2011). Member–organization connection impacts in affinity marketing. Journal of Business Research, 64 (7), 672-679. https://doi.org/10.1016/j.jbusres.2010.08.015