A Review of Consumer Affinity Research: Recent Advances and Future Directions

Purpose - Consumer affinity may be a key factor in overcoming ethnocentric barriers and promoting a favourable attitude towards specific foreign countries and their products. However, progress in knowledge of this concept in international marketing literature has suffered from a lack of integration and analysis. The purpose of this study was to shed new light on the concept of consumer affinity based on a comprehensive systematic review of the literature, provide a critical analysis of previous research in terms of conceptual, methodological and substantive issues and problems, and offer avenues for future research. Design/methodology/approach – This structured systematic review of consumer affinity included articles published in international peer-reviewed journals from 2008 to 2021, examining key conceptual, operational and substantive aspects. Findings - This systematic review of articles on consumer affinity published over the past 14 years revealed that this line of research is a growing vibrant domain in the context of international marketing. It also showed that current knowledge of consumer affinity is characterized by theoretical inconsistencies, contradictory empirical results and scant international marketing research in the affinity domain. Originality – This article provides an overview of extant literature on consumer affinity and yields a consolidated image of its current status, as well as a research agenda that raises new questions for the academic community