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    E-zines silence the brand detractors

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    Publication type
    Vlerick strategic journal article
    Author
    Briers, Barbara
    Dewitte, Siegfried
    Van Den Bergh, J.
    Publication Year
    2006
    Journal
    Journal of Advertising Research
    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.
    Keyword
    Brands
    Knowledge Domain/Industry
    Marketing & Sales
    DOI
    10.2501/S0021849906060211
    URI
    http://hdl.handle.net/20.500.12127/5304
    ae974a485f413a2113503eed53cd6c53
    10.2501/S0021849906060211
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