Affinity marketing is a concept that consists of a partnership between a company (supplier) and an organization that gathers persons sharing the same interests to bring a greater consumer base to their service, product or opinion. This partnership is known as an affinity group.
The first academic approach of affinity marketing was provided by Macchiette and Roy in 1992. They described this notion as a combination of affinity and the marketing ideas.[1] They defined the word affinity as "an individual level of cohesiveness, social bonding, identification and conformity to the norms and standards of a particular reference group" whereas marketing is described to be the "expectation of benefit for the individual satisfying consumer wants and needs".[2]
Affinity marketing differs from co-branding. The benefits of co-branding partnerships come from the consequences of the association of multiple companies, whereas the benefits of affinity marketing derive from the mental satisfaction to have profited the affinity group.[3]
An affinity group is a group which has a solid connection with a considerable number of consumers and which has the possibility to target them in a much easier way than what can be accomplished by way of ordinary marketing process. People may recognize themselves in affinity groups such as charitable organizations, football teams, enterprises, companies, and organizations. Thus, affinity group members may be fans, customers, subscribers, or staff members.[4]
^Mekonnen, Aster (August 2011). Customer-Service Provider Relationship Dissolution: The Case of Affinity Marketing.
^Macchiette, Bart; Roy, Abhijit (1992). "Affinity Marketing: What is it and How does it Work?". Journal of Services Marketing. 6 (3): 48. doi:10.1108/08876049210035935.
^Woo, Ka-shing; Fock, Henryk. Y.; Hui, Michaelk. M. (2006). "An Analysis of Endorsement Effects in Affinity Marketing: The Case for Affinity Credit Cards". Journal of Advertising. 35 (3): 103–113. doi:10.2753/joa0091-3367350307.
^"Affinity Marketing - Definitions and Benefits". ConsultAffinity. Archived from the original on 6 June 2014. Retrieved 23 October 2014.
and 22 Related for: Affinity marketing information
Affinitymarketing is a concept that consists of a partnership between a company (supplier) and an organization that gathers persons sharing the same interests...
specific demographic Affinitymarketing, a method of extending market reach by forming partnerships and cross-selling relationships Affinity Partners, an American...
Account-based marketing Advertising History of advertising Online Advertising Sex in Advertising Advertising management Affinitymarketing American business...
effectiveness. For example, Sponsorship Marketing, Sports AffinityMarketing, Viral Marketing, Blog Marketing and Mobile Marketing all vary in terms of the time-specificity...
members, often advertised on the NRA website, in what is often termed affinitymarketing. Access to discounts is a benefit of paying NRA membership dues and...
(SXSW). Prior to being named Penske Media Corporation, it began as an affinitymarketing and internet services company called Velocity Services, Inc. The company...
announced its strategic intention (dubbed Accor Local) to broaden its marketing to locals, instead of targeting only visitors and travelers. It also diversified...
company that raises funds for nonprofit organizations through an affinitymarketing partnership. Based in Virginia Beach, Virginia, it has raised nearly...
Media Corporation was founded by Jay Penske in 2003. It began as an affinitymarketing and internet services company called Velocity Services, Inc. The company...
participants of an affiliate marketing group of participants or affiliate networks. The original concept comes from Affinitymarketing. The participants that...
Brand Affinity Technologies (BAT) is a technology and marketing services company. It was founded by brother entrepreneurs Ryan Steelberg and Chad Steelberg...
Certain Affinity is an American video game development studio based in Austin, Texas. It was founded in 2006 by Max Hoberman and a small number of other...
Evian (/ˈeɪviɒn/ AY-vee-on, ev-ee-un; French: [evjɑ̃], stylized as evian) is a French brand that bottles mineral water from several sources near Évian-les-Bains...
a position he told a friend paid $70,000, for Affinion Group, an affinitymarketing and consulting business then located at 100 Connecticut Avenue, Norwalk...
in 1995 as CAP (Customer Appreciation Program) Systems to develop affinitymarketing strategies for frequent flyer and other customer reward programs....
people. Clarion is based in Southwark and was formed in 2016 as a merger of Affinity Sutton and Circle Housing Group. Clarion Housing Group comprises the Group's...
bank's chief marketing officer. Vague's business ventures in the banking and energy sectors were built on the use of affinitymarketing. Vague started...
enhances advertising effectiveness. A report by Brand Affinity Technologies (BAT), a celebrity marketing company, discusses the effectiveness of celebrity...
engine marketing uses search engines to reach target audiences. For example, Google's Remarketing Campaigns are a type of targeted marketing where advertisers...
Product placement, also known as embedded marketing, is a marketing technique where references to specific brands or products are incorporated into another...
Global Information