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Member-organization connection impacts in affinity marketing

机译：成员组织之间的联系对亲和力营销的影响

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摘要

Affinity marketing collaboration is a growing practice in the marketplace, yet theories to explain its influence are scarce in the literature. This study suggests two complementary cause-related effects stemming from an organization's connection with its members to explain the underlying mechanism of affinity marketing. The convergent findings of a survey and an experiment reveal that the responses of consumers in affinity marketing are both empathetic and particularistic. These characteristics distinguish affinity marketing from general commercial co-branding and from cause-related strategies which call for sympathetic and altruistic responses. These effects are more pronounced among individuals with a high interdependent orientation in collectivistic cultures. The dual influence of these effects makes affinity marketing an ideal marketing strategy for improving customer loyalty in the more interdependent societies in Asia.
机译：亲和力营销合作是市场上越来越多的实践，但是在文献中很少有解释其影响的理论。这项研究提出了两个互补的因果关系源于组织与其成员之间的联系，以解释亲和力营销的潜在机制。调查和实验的聚合结果表明，亲和力营销中消费者的反应既富有同理心又具有特殊性。这些特征将亲和力营销与一般的商业联合品牌以及与原因相关的策略区分开来，后者需要同情和无私的响应。在集体文化中具有高度相互依存倾向的个体中，这些影响更为明显。这些效应的双重影响使亲和力营销成为在亚洲相互依存的社会中提高客户忠诚度的理想营销策略。

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