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.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- 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.
- 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.
- 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.
- 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.
- 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.
- Belk, Russell W, 1988. " Possessions and the Extended Self," Journal of Consumer Research, University of Chicago Press, vol. 15(2), pages 139-68, September.
- 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.
- 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.
When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:64:y:2011:i:7:p:672-679. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.