ITEM METADATA RECORD
Title: E-zines silence the brand detractors
Authors: Briers, Barbara ×
Dewitte, Siegfried
Van den Bergh, Jan
Issue Date: 2005
Publisher: K.U.Leuven - Departement toegepaste economische wetenschappen
Series Title: DTEW Research Report 0556 pages:1-23
Abstract: In this paper 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.
Publication status: published
KU Leuven publication type: IR
Appears in Collections:Research Centre for Marketing and Consumer Science @ Leuven
× corresponding author

Files in This Item:
File Description Status SizeFormat
0556.pdf Published 179KbAdobe PDFView/Open

 


All items in Lirias are protected by copyright, with all rights reserved.