Affinity Marketing: What is it and How does it Work?
Bart Macchiette
(Associate Professor of Marketing at Plymouth State College of the University System of New Hampshire. He holds an MBA from the American University and a Ph.D. from Union Graduate School.)
Abhijit Roy
(Lecturer of Marketing at Plymouth State College of the University System of New Hampshire. He has a Bachelors degree in Mechanical Engineering from the University of Allahabad, India, and an MBA and an MS in Marketing from the University of Arizona.)
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Abstract
Attempts to clarify the concept of affinity and to distinguish it from other marketing‐related terms. Gives guidelines for differentiating three general levels of affinity groups, suggesting respective strategic implications. Offers a taxonomy for classifying sources from which types of affinity may emerge and provides a method for relating the affinity levels with the taxonomy in order to develop a marketing plan. Elaborates on future opportunities in the field.
Keywords
Citation
Macchiette, B. and Roy, A. (1992), "Affinity Marketing: What is it and How does it Work?", Journal of Services Marketing, Vol. 6 No. 3, pp. 47-57. https://doi.org/10.1108/08876049210035935
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited