Affinity marketing

Affinity marketing refers to an activity of collaborative brand marketing, comprising an exchange between two or several companies with the same ideas in order to acquire or retain customers. In such relationships, costs are reduced, new channels to the consumer are opened and complementary brands can attract consumer benefits that neither party could obtain independently (Greenyer, 2004).

Affinity marketing is the process of turning passive customer referrals into active ones. This is a point-by-point strategy for taking control of the conversation, helping your customers make the people they care about and serve them better (Cooper, 2021).

References

• Cooper Ch., (2021). Affinity Marketing by Chris Cooper. Two Brain Business.
• Macchiette, B., & Roy, A. (1992). Affinity marketing: what is it and how does it work?. Journal of Services Marketing.
• Greenyer, A. (2004). Affinity marketing- A step in the right direction?. Henry Stewart Publications. Interactive Marketing, Vol. 6 No. 2, 141–150.

Author: Paulina Olszewska