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Brief facts about affinity marketing:
Affinity marketing is a concept that consists of a partnership between a company 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. 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". Affinity marketing differs from co-branding.
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