Deconstructing Affinity Relationships:Consumers and Affinity Marketing

Laing, Angus Wallace and Harris, Fiona and Mekonnen, A. (2004) Deconstructing Affinity Relationships:Consumers and Affinity Marketing. Journal of Customer Behaviour, 3 (2). pp. 215-228. ISSN 1475-3928

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Affinity marketing has become an increasingly important means of targeting consumers by capitalising on their goodwill towards a group of which they are either members or identify with as supporters. The 'affinity relationship' between the consumer and the affinity cause or organisation, which underpins affinity marketing initiatives, is an under-researched concept. Drawing on qualitative data the paper explores consumers' perceptions of affinity, the nature of the affinity relationship, and the role of the affinity credit card in affinity relationships.

Item Type: Journal Article
Journal or Publication Title: Journal of Customer Behaviour
ID Code: 89868
Deposited By: ep_importer_pure
Deposited On: 24 Jan 2018 14:38
Refereed?: Yes
Published?: Published
Last Modified: 23 Jan 2020 04:22

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