Brand managers have several options in their quest to connect their brands with consumers.They may stress functional brand attributes and benefits, their brand's personalitytraits, or their brand's values (the human values attached to the brand). Which of these is most important to consumers is an open …

In this practice paper, we report the outcomes of a case study in a new Dutch hospital, where enterprise architects are working toward a 'lean' and 'simplified' EA model to align existing IT systems to new requirements. The objective of the case study was to examine if the developed EA model could support …

Higher education is tasked with preparing students for a culturally diverse and globalizing world. Additionally, western nations have an increasingly diverse student population and know the success of their students will depend in part on being able to navigate diversity. There is therefore good reason …

The HRM study program of The Hague University of Applied Sciences (THUAS) recently replaced classical, module-based education by so-called learning landscapes in which students approach complex problems by interdisciplinary learning activities. Teachers collaborate in multi-disciplinary teams that have …

Energieopslag op gebouwniveau zal in de toekomst een belangrijke rol gaan spelen. Het is wenselijk dat Merosch haar opdrachtgevers kan adviseren over een optimaal accusysteem dat past bij de gebouwsituatie, waarbij het vaak gaat om NOM-utiliteitsgebouwen. Op dit moment heeft Merosch echter onvoldoende …

This dissertation addresses the central question, ‘How does the impact of influencers and brand ambassadors in the fashion industry affect the buying intentions of teenagers (ages 13-16) and Millennials?’ Many brands that use influencer marketing have been more concerned with the scope of an influencer’s …

This article describes how Circular Economy (CE) and Cradle to Cradle (C2C) can be used in university teaching to address these frameworks’ strengths and weaknesses in practice. The advantages of these frameworks for radical change are outlined, including their emphasis on upcycling rather than recycling …

‘Old’ marketing, such as flyers and newspaper ads, did not work that well anymore for Sport2000 Bakker, and was becoming too expensive. They assumed that social media would be a cheaper, more effective, and goal-oriented marketing tool. Sport2000 Bakker was also seeking more customer participation and …