PT  - JOURNAL ARTICLE
AU  - Briers, Barbara
AU  - Dewitte, Siegfried
AU  - Van den Bergh, Jan
TI  - E-zines Silence the Brand Detractors
AID  - 10.2501/S0021849906060211
DP  - 2006 Jun 01
TA  - Journal of Advertising Research
PG  - 199--208
VI  - 46
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/46/2/199.short
4100  - http://www.journalofadvertisingresearch.com/content/46/2/199.full
SO  - J Advert Res2006 Jun 01; 46
AB  - 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.