Javascript must be enabled to continue!

E-Zines Silence the Brand Detractors

In this paper 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.

Elsevier BV

Barbara Briers Siegfried Dewitte Jan Van den Bergh

2011

Title: E-Zines Silence the Brand Detractors

Description:

In this paper 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.

Back

Additionally, this chapter presents research of silence with review of main aspects of papers in the field of conversational analysis, ethnography of communication and metaphor of ...

Allure of the Abroad: Tiffany & Co., Its Cultural Influence, and Consumers

Introduction Tiffany and Co. is an American luxury jewellery and specialty retailer with its headquarters in New York City. Each piece of jewellery, symbolically packaged in a blue...

PENGARUH BRAND AMBASSADOR DAN E-WOM TERHADAP BRAND LOVE TOKOPEDIA

ABSTRACTA brand ambassador is someone who has a passion for the brand, wants to introduce a brand, even voluntarily provides information about the brand. Brand Love is a very stron...

Pengaruh Brand Ambassador dan Brand Personality terhadap Brand Image Produk Somethinc

Abstract. South Korean culture successfully attracted the attention of the world's eyes which led to the emergence of the Korean wave which brought new beauty standards so that man...

THE MODERATING ROLE OF INFLUENCER ATTRACTIVENESS IN THE EFFECT OF BRAND LOVE, BRAND TRUST, BRAND AWARENESS AND BRAND IMAGE ON BRAND LOYALTY

Purpose: This study examines the moderating role of influencer attractiveness in the effect of brand image brand awareness, brand love, and brand trust on brand loyalty. Method...

FAKTOR PENENTU BRAND EQUITY DAN PENGARUHNYA PADA PURCHASE INTENTION

Abstract- This study aims to determine the effect of brand popularity on brand loyalty, brand awareness, perceived quality and brand reputation among Etude House Indonesia users. O...

Approach to analyzing qualitative and quantitative characteristics of a companys brand

To identify first goods, and then services on the market, first in the USA, and later in other countries of the world, in the 20–30s of the last century, a trademark was introduced...

Expressive Silence in the Poetry of Keats and Clare

This thesis seeks to show how silence is inherent to the poetic expression of John Keats (1795 – 1821) and John Clare (1793 – 1894). It attends to specific allusions to silences an...

Email:
Password:

Email:

E-Zines Silence the Brand Detractors

Related Results