Attempts to clarify the concept of affinity and to distinguish itfrom other marketingrelated terms. Gives guidelines for differentiatingthree general levels of affinity groups, suggesting respective strategicimplications. Offers a taxonomy for classifying sources from which typesof affinity may emerge and provides a method for relating the affinitylevels with the taxonomy in order to develop a marketing plan.Elaborates on future opportunities in the field.
Journal of Services Marketing – Emerald Publishing
Published: Mar 1, 1992
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