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Member-organization connection impacts in affinity marketing

  • Fock, Henry
  • Chan, Allan K.K.
  • Yan, Dengfeng
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    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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    File URL: http://www.sciencedirect.com/science/article/B6V7S-514FVYW-1/2/ee547cdff708a229b6d215d9443bb35b
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    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
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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