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Member-organization connection impacts in affinity marketing

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  • Fock, Henry
  • Chan, Allan K.K.
  • Yan, Dengfeng
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    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.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 64 (2011)
    Issue (Month): 7 (July)
    Pages: 672-679

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    Handle: RePEc:eee:jbrese:v:64:y:2011:i:7:p:672-679

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Affinity marketing Cause-related effect Empathy Obligation Loyalty Interdependent orientation;

    References

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    1. Escalas, Jennifer Edson & Stern, Barbara B, 2003. " Sympathy and Empathy: Emotional Responses to Advertising Dramas," Journal of Consumer Research, University of Chicago Press, vol. 29(4), pages 566-78, March.
    2. Cornwell, T. Bettina & Coote, Leonard V., 2005. "Corporate sponsorship of a cause: the role of identification in purchase intent," Journal of Business Research, Elsevier, vol. 58(3), pages 268-276, March.
    3. Aaker, Jennifer L & Williams, Patti, 1998. " Empathy versus Pride: The Influence of Emotional Appeals across Cultures," Journal of Consumer Research, University of Chicago Press, vol. 25(3), pages 241-61, December.
    4. McCracken, Grant, 1989. " Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, University of Chicago Press, vol. 16(3), pages 310-21, December.
    5. Belk, Russell W, 1988. " Possessions and the Extended Self," Journal of Consumer Research, University of Chicago Press, vol. 15(2), pages 139-68, September.
    6. Aaker, Jennifer L & Lee, Angela Y, 2001. " "I" Seek Pleasures and "We" Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion," Journal of Consumer Research, University of Chicago Press, vol. 28(1), pages 33-49, June.
    7. Lafferty, Barbara A. & Goldsmith, Ronald E., 2005. "Cause-brand alliances: does the cause help the brand or does the brand help the cause?," Journal of Business Research, Elsevier, vol. 58(4), pages 423-429, April.
    8. Jennifer Edson Escalas & James R. Bettman, 2005. "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, University of Chicago Press, vol. 32(3), pages 378-389, December.
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