E-zines Silence the Brand Detractors

In this article we investigated whether a company’s recommendation factor can be increased by opt-in e-zines.

E-zines Silence the Brand Detractors

Barbara BriersHEC School of ManagementSiegfried DewitteK.U. LeuvenJan Van Den Berghi-Merge

THEORETICAL BACKGROUND

Loyalty is a person's willingness to make an investment or personal sacrifice in order to strengthen a relationship (Reichheld, 2001). For a customer, this can mean sticking to a supermarket that offers him good quality even if this supermarket is on the other side of town, but it can also mean putting one's reputation at stake in recommending a product to colleagues (Reichheld, 2001). Managers as well as researchers know that ...

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