RT Journal Article
SR Electronic
T1 E-zines Silence the Brand Detractors
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 199
OP 208
DO 10.2501/S0021849906060211
VO 46
IS 2
A1 Briers, Barbara
A1 Dewitte, Siegfried
A1 Van den Bergh, Jan
YR 2006
UL http://www.journalofadvertisingresearch.com/content/46/2/199.abstract
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.