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...