brand glossary: affinity marketing

A form of loyalty development or customer relationship management designed to cement the emotional bond between consumers and brands, by targeting large groups of people with shared interests through a partnership with an organization such as a charity or member association. Unlike loyalty programs, affinity efforts don’t offer any economic value, such as points exchanged for free products and services. Instead they create a positive association for the brand by tapping into groups formed around areas of passion, such as charitable causes, sports or entertainment.

See also: loyalty programs