TY  - JOUR
AB  - 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.
VL  - 6
IS  - 3
SN  - 0887-6045
DO  - 10.1108/08876049210035935
UR  - https://doi.org/10.1108/08876049210035935
AU  - Macchiette Bart
AU  - Roy Abhijit
PY  - 1992
Y1  - 1992/01/01
TI  - Affinity Marketing: What is it and How does it Work?
T2  - Journal of Services Marketing
PB  - MCB UP Ltd
SP  - 47
EP  - 57
Y2  - 2024/04/23
ER  -