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To enable research to be conducted into the validity of the relationship marketing paradigm, a model has been developed which allows researchers to test the characteristics of the relationship at any point in time. This model is rooted in the biological sciences and is based around the concept of symbiosis. It has been adapted to offer a five part classification of relationships and used during an on‐going research programme into affinity credit card relationships. The results of the research indicate that the majority of the “relationship managers” employed by a sample of charities with affinity credit cards, perceive their relationship with their credit card issuer to be of equal benefit to both organisations, and thus fit the classification of the model. From the comments of the relationship managers in the research interviews there is, however, also evidence of some degrees of some of the other classifications in the proposed model of relationships.

This study aims to investigate how the social identity theory and emotional attachment theory influence the willingness of consumers to buy foreign cosmetic products. Specifically, this study examines the relationship between consumer ethnocentrism, foreign product judgment and willingness to buy foreign products. Furthermore, the interaction effect of consumer affinity and patriotism are tested in the model.

An online survey of 208 millennial Muslim women consumers was used to collect the data. The structural equation modeling test was used to assess the six hypotheses. Moreover, the two-step estimation approach was used to test the interaction moderation of consumer affinity and patriotism.

The results indicate that consumer ethnocentrism has a positive and significant relationship with foreign product judgment. Foreign product judgment was also found to have a positive and significant relationship with willingness to buy. In addition, this study concludes that affinity was found to moderate the relationship between consumer ethnocentrism and foreign product judgment and strengthen the positive and significant effect of foreign product judgment on the willingness to buy. Finally, patriotism did not moderate the relationship between consumer ethnocentrism and foreign product judgment. However, patriotism moderated the relationship between foreign product judgment and willingness to buy.

This study only focused on one category (i.e. low involvement product), and the authors recommend future studies to examine a high involvement product. Other individual orientation constructs, such as xenocentrism, need to be examined in future studies. Moreover, only intentional measures were investigated. Thus, further research could correlate intentional measures with product ownership. Finally, future research could examine how consumers behave differently across nations. Thus, the present model would require cross-cultural research.

Marketers focusing on global branding and international marketing can benefit from the findings of this paper by understanding the antecedents of consumers’ willingness to buy in the foreign cosmetic products setting. Additionally, foreign cosmetic marketers could focus on consumer affinity to strengthen the communication with and arouse the affinity of Muslim millennials women consumers in Indonesia. Finally, marketers can incorporate messages and signals of patriotism in their marketing communications to increase Muslim millennial women consumers’ love and pride.

The growing obsession with beauty among women has led to the immense growth of the cosmetics industry. This phenomenon has spawned an abundance of cosmetic products on the market. The advancement of information technology has further increased competition for cosmetic products as more products can be quickly brought to market. Muslim millennials consumers must be aware and careful about raw materials, impacts on long-term health, impacts on the national economy, environmental impacts and halal certification when using various kinds of cosmetics.

This study contributes to the literature on international marketing research by incorporating the interactive effect of consumer affinity and patriotism in the acceptance of foreign cosmetic products.

Aims to expand the traditional view of marketing to include a wider network of actors, all of which have a role to play in executing transactions. Measurement has traditionally been a stumbling‐block: while the importance of actors other than those forming the traditional dyad is accepted, it has not been easy to determine empirically what it is that the different partners want from the relationship. In this paper we present a possible way forward. The preliminary work presented here is based on the affinity credit card market which has three clear partners in a triad: the bank, the affinity group itself, and the customers that elect to make use of the card. We present some early results that indicate the extent to which these three partners do, and do not, have an overlapping understanding of each other’s needs.

The purposes of this study are to demonstrate the conditional effect of functional fit and image fit on consumer brand attitude through the altruistic attributions and identify the criteria for choosing a perfect social cause for managers.

Based on the existing research, a conceptual model is proposed, explained the moderating effect of social cause affinity on the indirect influence of functional fit and image fit on consumer brand attitude via altruistic attributions; these relationships were assessed through a bootstrap procedure. The model was estimated with a sample of 240 subjects. Two newly created, printed corporate social responsibility (CSR) information served as the basic stimulus of this article.

The main conclusions are as follows: first, social cause affinity moderates the effect of functional fit and image fit on altruistic attributions, and the combination of image fit and social cause affinity both on high levels can more easily lead to the emergence of suspicion of company's altruistic motives, contrary to functional fit. Second, contingent on social cause affinity, CSR fit has an indirect relationship with consumer brand attitude mediated by altruistic attribution. More specifically, the indirect effect will be more positive for functional fit with higher levels of social cause affinity, but for image fit with low levels of affinity.

The experiment relied on fictitious corporate name. Most of the responders were students from Changchun. This may reduce the generalizability of the results.

Besides functional fit and image fit, social cause affinity should be treated as a key criterion to choose social cause.

This work analyses and compares the indirect effect of functional fit and image fit on consumer brand attitude through altruistic attributions. The findings give some enlightenment on solutions to contradictions in existing research.

Examines the history and economics of the credit card before describing the origins of the affinity card concept both in the USA and the UK. Explores different strategies of some major UK affinity card issuers and the aspirations of the affinity groups with whom a mutually beneficial relationship is sought. Successful affinity cards occur where the expectations of the card issuer are met by the aspirations of the affinity group and examples are used to illustrate a good and bad “fit”. Considers the current pressures on affinity cards and offers some thoughts on the need for a mutual understanding of the aspirations of both issuer and affinity group.

Cause‐related and affinity marketing are based on the assumption that linking a commercial organisation's product with a non‐profit organisation enhances the product's appeal and provides differentiation from rival offers. The purpose of this paper is to examine the efficacy of this premise.

In‐depth qualitative research was conducted to explore the construction of consumer value in affinity credit cards, followed by large‐scale quantitative research to assess the prevalence of the perceptions and behaviour patterns identified.

Linked products offer a range of individual and group benefits, both functional and symbolic. However, the value placed on these benefit categories varied according to the type of affinity group.

Whilst encompassing a wide range of affinity categories, all of the affinity credit cards were issued by one financial services organisation. Variation is therefore possible between the benefits offered by other financial services organisations operating affinity schemes.

The findings demonstrate the need to identify the value perceived by different groups of consumers of affinity products and to tailor affinity products to the type of affinity organisation with which they are linked.

A key strength is the research's access to card holders from a wide spectrum of affinity categories. This has proved elusive in prior research. The paper challenges the assumption that linking a product to a non‐profit organisation enhances its appeal and provides a basis for differentiation. The efficacy of this premise depends on the type of cause or affinity group, with the value placed on benefit categories varying accordingly.

The credit card industry in the UK has a growing number of affinity cards, some of which are specifically aimed at the alumni of universities. Discusses the evolution of the relationship between the university alumni officers and the credit card issuers responsible for the alumni affinity cards. Bases the research on a five‐phase model of relationship formation and describes how the alumni officers perceive their relationship with their affinity card issuers through the phases of awareness, exploration, expansion, commitment and dissolution. Concludes that the entry of the affinity card issuer potentially dilutes the strength of the relationship between the alumni and their university, as the card issuer seeks to build a direct relationship with the alumni affinity cardholders. Alumni officers and others responsible for initiating affinity credit card agreements, therefore, need to be aware of both the benefits and costs of establishing and maintaining relationships with affinity credit card issuers.

Describes the importance of plastic payment cards at the point of sale (POS) and the evolution of the credit card in general and affinity cards in particular. Suggests reasons for both the growth of plastic card payments (the cashless society) and the threats to affinity cards (the interchange fee). Places the affinity credit card within the paradigm of relationship marketing and emphasises the triadic nature of these relationships. Discusses the development of the research into affinity credit cards and the issues of branding and trust that impact upon the triadic relationships. Explores the potential for affinity marketing and reports on research into trust and ethics which is relevant to this concept. Places affinity marketing within the retail arena and finally draws conclusions on the future for payments at the POS, relationships operationalised via plastic cards and triadic affinities.

This study investigates the synergetic impact of joint marketing collaboration between a bank and an affinity organisation on their affinity credit card holders' behaviours. Seeks to identify the sources of the influence of the alliance partners which induce changes in the attitude and behaviour of cardholders.

A theoretical model was developed to reveal the impact of perceived card benefits, affective customer loyalty toward the bank, affective customer loyalty toward the affinity organisation, and perceived prestige of affinity organisation, on the card usage behaviours of customers. Survey data were obtained from 162 students who were holders of a university affinity credit card in Hong Kong.

Findings indicated two routes of influence that affect the intention and behaviours of affinity credit cardholders. The two routes were complementary rather than competitive in a symbiotic collaboration. The first is a cognitive route. It shows that a cardholder's attitude formation is strongly influenced by the cognitive evaluation of card benefits instead of by affective loyalty toward the bank or toward the affinity organisation. The second route is an emotional route of influence. It originates from the perceived prestige of the affinity organisation to cardholders' intention and usage behaviours.

The impact of the symbiotic collaboration on customer behaviours is an important question which has yet to be answered in the literature of strategic alliances. To the best of one's knowledge, this is a pioneering empirical study addressing this research issue.

Examines the relationship between the financial institution that issues the affinity credit card and one of the recognized affinity groups on whose behalf the card is issued, the alumni of higher education institutions. Builds on previous research and publications (Worthington and Horne, 1995, 1996) but involves taking into account a new perspective on the relationship, that of the affinity credit card issuer. Bases research on the same five‐phase model of relationship formation and development used in the previous studies. Before discussing the results of the research, considers the context of the study, followed by a section on methodology. Then presents the research results followed by a summary and conclusion.