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Affinity marketing is a concept that consists of a partnership between a company and an organization that gathers persons sharing the same interests (known as an affinity group) to bring a vaster consumer base to the opposite party. The first academic approach of affinity marketing has been provided by Macchiette and Roy in 1992 and they described this notion as a combination of affinity and the marketing ideas.

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  • Affinity marketing is a concept that consists of a partnership between a company and an organization that gathers persons sharing the same interests (known as an affinity group) to bring a vaster consumer base to the opposite party. The first academic approach of affinity marketing has been provided by Macchiette and Roy in 1992 and they described this notion as a combination of affinity and the marketing ideas.
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