The Impact Of E-Mail Marketing On Brand Loyalty?

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Article: The impact of e-mail marketing on brand loyalty.
Authors: Marko Merisavo and Mika Raulas
This paper discusses the on the real life case in which a leading cosmetic brand company had sent permission based e-mails to their customers on a regular basis for over a year. The main aim of this research was to identify how marketers can use e-mails to enhance brand loyalty. Marketers use various techniques to identify the customers to attract and inform them about the brand. CRM and direct marketing relationship suggests that regular contact with customers can enhance customer loyalty. Communication and consumer behaviour theories suggests that when consumers have more preference for a brand they are keener on acquiring knowledge on the product. …show more content…

According to Degado and Aleman, (2001, European journal of marketing), brand trust includes brand reliability and brand intention. Bran reliably represents consumer belief that brand will deliver the value it promises, and brand intent refers to the temperament of the brand to put the consumer’s interest as the primary consideration. Growing researches about e commerce has noted the influence of web environment on trust and purchasing decision. This article regards brand affect as positive emotions and effective commitment which associates with brand feeling and concept of emotional bonding. Researchers have conducted various studies in order to understand the dominant factors that best fits with the selection of brand by the consumer and how the e-environment and its features effect the loyalty of customers and brand. Study states that privacy and security are highly correlated (Ha, H. Y., 2004 Factors influencing consumer perception of brand trust online “journal of product and brand management”, )as the consumers have to give their personal information, open online accounts, give their bank details, etc. they are worried that their transactions can be traced by other user and online viruses could affect their transaction. Researchers than framed hypothesis on brand and e- environment to find the relationship between the brand and online portals or website. Outcome was that he brand

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