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Attempts to clarify the concept of affinity and to distinguish it from other marketing‐related terms. Gives guidelines for differentiating three general levels of affinity groups, suggesting respective strategic implications. Offers a taxonomy for classifying sources from which types of affinity may emerge and provides a method for relating the affinity levels with the taxonomy in order to develop a marketing plan. Elaborates on future opportunities in the field.

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/08876049210035935. When citing the article, please cite: Bart Macchiette, Abhijit Roy, (1992), “Affinity Marketing: What is it and How does it Work?”, Journal of Services Marketing, Vol. 6 Iss 3 pp. 47 - 57.

Marketers have become increasingly culpable for their role in societal problems which affect a myriad of sensitive groups. The publicity engendered from this relationship has translated into a new arena of competition, largely based on perceptions of corporate social responsibility. An ethically‐based, strategic framework for analyzing social issues and sensitive groups is critical to the development of relationship marketing in the 1990s.