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An Analysis of Endorsement Effects in Affinity Marketing: The Case for Affinity Credit Cards
In recent years, affinity-marketing strategy has been widely used by for-profit organizations, particularly financial institutions, to leverage the goodwill and endorsement of affinity groups to promote their service offerings to group members. However, relatively little attention has been paid to t...
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| Published in: | Journal of advertising 2006-10, Vol.35 (3), p.103-113 |
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| Main Authors: | , , |
| Format: | Article |
| Language: | English |
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| cites | cdi_FETCH-LOGICAL-c373t-be20b4418b151c2f51dbb8a0e626113ace4996dbfa5e1bc4840c31a34bfb96bc3 |
| container_end_page | 113 |
| container_issue | 3 |
| container_start_page | 103 |
| container_title | Journal of advertising |
| container_volume | 35 |
| creator | Woo, Ka-shing Fock, Henry K. Y. Hui, Michael K. M. |
| description | In recent years, affinity-marketing strategy has been widely used by for-profit organizations, particularly financial institutions, to leverage the goodwill and endorsement of affinity groups to promote their service offerings to group members. However, relatively little attention has been paid to the underlying factors driving the effectiveness of endorsement as it affects the process by which members make choices. Applying affinity credit cards as the research context, this study examines whether the addition of endorsement effects (i.e., affect transfer effect, perceived quality effect, and cause-related effect) of a positively valued affinity group would have any impact on its members' choice processes as depicted in the traditional hierarchy-of-effects model. The results of this empirical study confirm all the hypotheses, with the exception of affect transfer. |
| doi_str_mv | 10.2753/JOA0091-3367350307 |
| format | article |
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Applying affinity credit cards as the research context, this study examines whether the addition of endorsement effects (i.e., affect transfer effect, perceived quality effect, and cause-related effect) of a positively valued affinity group would have any impact on its members' choice processes as depicted in the traditional hierarchy-of-effects model. 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| fulltext | fulltext |
| identifier | ISSN: 0091-3367 |
| ispartof | Journal of advertising, 2006-10, Vol.35 (3), p.103-113 |
| issn | 0091-3367 1557-7805 |
| language | eng |
| recordid | cdi_jstor_primary_20460743 |
| source | International Bibliography of the Social Sciences (IBSS); Business Source Ultimate; ABI/INFORM Global; Taylor and Francis Social Sciences and Humanities Collection; JSTOR Journals and Primary Sources |
| subjects | Advertising Advertising research Affinity credit cards Affinity groups Bank operations Business strategies Business studies Co-branding Cognitive models College students Credit cards Customer services Effects Endorsements Evaluation Financial institutions Financial services Frequent flier programs Hypotheses Market strategy Marketing Marketing research Modeling Multilevel models Nonprofit organizations Partnering Product differentiation Profitability Profits Service industry Studies Universities |
| title | An Analysis of Endorsement Effects in Affinity Marketing: The Case for Affinity Credit Cards |
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