Publication type
Vlerick strategic journal articlePublication Year
2006Journal
Journal of Advertising ResearchPublication Volume
46Publication Issue
2Publication Begin page
199Publication End page
208
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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
BrandsKnowledge Domain/Industry
Marketing & Salesae974a485f413a2113503eed53cd6c53
10.2501/S0021849906060211