ITEM METADATA RECORD
Title: E-zines silence the brand detractors
Authors: Briers, Barbara ×
Dewitte, Siegfried
van den Bergh, Jan #
Issue Date: Jun-2006
Publisher: Advertising res foundation
Series Title: Journal of advertising research vol:46 issue:2 pages:199-208
Abstract: In this article we investigated whether a company's recommendation factor can be increased by opt-in e-zines. A sample of 817 railway travelers was interviewed on the train. Using Reichheld's (2001) recommendation index, respondents were categorized as brand detractors, passively satisfied customers, or brand promoters. Respondents giving permission (n = 555) received either none or three e-zines in a period of six weeks. Post-measurement results (n = 221) showed that the proportion of detractors was significantly lower among respondents who received the newsletters compared to those who received no e-zines. Personalization to the receivers' lifestyle, however, had a negative effect on recommendation. We conclude with managerial implications and suggestions for future research.
URI: 
ISSN: 0021-8499
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Marketing and Consumer Science @ Leuven
× corresponding author
# (joint) last author

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