E-zines Silence the Brand Detractors

Barbara Briers, Siegfried Dewitte, and Jan Van den Bergh

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...

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