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| Tekijä: | Briers, B. Dewitte, S. Bergh, J. van den |
| Otsikko: | E-zines silence the brand detractors |
| Lehti: | Journal of Advertising Research
2006 : JUN, VOL. 46:2, p. 199-208 |
| Asiasana: | marketing brands consumer attitudes consumer satisfaction market surveys rail transport Belgium |
| Kieli: | eng |
| Tiivistelmä: | This study investigates whether a company's recommendation (here as: rec-n.) factor can be increased by opt-in e-zines. A sample of 817 railway travelers was interviewed on the train. Using Reichheld's (2001) rec-n. index, respondents (here as: resps.) were categorized as a. brand detractors, b. passively satisfied customers, or c. brand promoters. Resps. giving permission (n = 555) received either none or three e-zines during six weeks. Post-measurement results (n = 221) showed that the proportion of detractors was significantly lower among resps. who received the newsletters compared to those who received no e-zines. Personalization to the receivers' lifestyle, however, had a negative effect on rec-n. |
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