Merisavo, Marko; Raulas, Mika - In: Journal of Product & Brand Management 13 (2004) 7, pp. 498-505
The study examines the effects of e‐mail marketing on brand loyalty and also reveals the kinds of e‐mail content valued by consumers. Data were gathered from 890 consumers, who were users of a multinational cosmetics brand and had received regular permission‐based e‐mail messages from...
