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Deconstructing affinity relationships: consumers and affinity marketing

Laing, Angus; Harris, Fiona and Mekonnen, Aster (2004). Deconstructing affinity relationships: consumers and affinity marketing. Journal of Customer Behaviour, 3(2) pp. 215–228.

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Abstract

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
ISSN: 1475-3928
Academic Unit/Department: Open University Business School
Item ID: 1772
Depositing User: Users 12 not found.
Date Deposited: 13 Jun 2006
Last Modified: 02 Dec 2010 19:46
URI: http://oro.open.ac.uk/id/eprint/1772
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