This paper describes a study into consumers' reasons for buying socially responsible (SR) products, such as Fair Trade products and organic meat. As opposed to other studies, we use a qualitative approach based on 25 in-depth interviews and include several different products in the research. This leads …

Een hernieuwd onderzoek is uitgevoerd onder abonnees en lezers van De Paardenkrant en het tijdschrift Bit naar de kenmerken, het leesgedrag en de mate van tevredenheid van beide groepen. De gegevens zijn verzameld om te beoordelen welke marketingstrategie het meest van toepassing is op De Paardenkrant …

De Nieuwe Ronde has been subjected in the last five years to serious aging among its members and together with possible member expansion wants to find out how the profile of potential new consumers looks like. This is essential to improve the relation of demand and supply and with that strengthen the …

The rise of populist movements in Europe is partly explained by the power of mass media. The press, public and politicians keep each other prisoner. The media increases incidents and looks for personal stories while politicians respond to those stories in order to be noticed by the public. Therefore …

The aim of this paper is to investigate which portfolio extension option: either a cheaper subbrand or a private label endorsed by the national brand is better from the consumer perspective. Two hypothetical product concepts from a leading beer brand were tested among Dutch consumers. The findings show …

It’s clear that the e$ective management of design is a commercial necessity. It enables a company or organization to innovate, to stay in line with or ahead of the market, and to identify and cater to consumer needs. When design becomes an explicit part of the management process, it can have a greater …

Previous investigations of consumer subcultures in the CCT tradition focused primarily on consumer behaviours, feelings, experiences and meanings of consumption. This paper advocates that in order to deeply understand and interpret a particular subculture, researchers in consumer culture should consider …

This report was commissioned to examine the possible gap between the image and identity of TUI Nederland regarding sustainable tourism and to recommend on how to bring the image closer to the identity. TUI Nederland is market leader in the Dutch travel industry and carries the brands Arke, Holland International, …

Private Labels have transformed from value purchases into powerful brands. This paper develops a framework based on the four strategic dimensions of brand breadth, positioning, segmentation, and relationship with the store brand that retailers can uniquely draw upon to organise their brand portfolios. …