TY - JOUR T1 - E-zines Silence the Brand Detractors JF - Journal of Advertising Research JO - J Advert Res SP - 199 LP - 208 DO - 10.2501/S0021849906060211 VL - 46 IS - 2 AU - Barbara Briers AU - Siegfried Dewitte AU - Jan Van den Bergh Y1 - 2006/06/01 UR - http://www.journalofadvertisingresearch.com/content/46/2/199.abstract N2 - 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. ER -