E-zines silence the brand detractors
Briers, Barbara Dewitte, Siegfried Van Den Bergh, J.
Briers, Barbara
Dewitte, Siegfried
Van Den Bergh, J.
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Publication Type
Journal article with impact factor
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Supervisor
Publication Year
2006
Journal
Journal of Advertising Research
Book
Publication Volume
46
Publication Issue
2
Publication Begin page
199
Publication End page
208
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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.
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Brands