A publications review and original empirical research analyses the influence of premiums on the loyalty of newspaper readers. The multitude of DVDs, CDs, books, ... nowadays offered with many newspapers in Belgium, appears to generate significant new revenues but has little to no influence on the loyalty of newspaper readers. Premiums create a short-term effect, but the pursuit of customer loyalty requires a longer-term investment.
|Date of Award||21 Jun 2009|
- Vrije Universiteit Brussel
|Supervisor||Katia Segers (Promotor)|