Human-centric AI from a marketing perspective, a paper

Values, representing higher abstract goals in life, receive increasing attention in branding literature and practice. However, understanding of how values drive consumer behavior is limited. This research contributes to a better understanding of the importance of values and value types in marketing communications …

This study is based on research focused on the importance of values in marketing communication. It looks into the effects of self-transcendent values as used by purpose brands, in comparison to self-enhancement values. In this context, values are important life goals on which the attitudes and actions …

Review

Retailers play an important role in persuading consumers to purchase sustainable fashion (SF), but little is known about how, and why, SF retailers persuade consumers. This research aims to understand their choices for marketing and communication tactics. We interviewed 25 SF retailers about the drivers …

This video provides small and medium enterprises (SMEs) with a concise breakdown of the costs involved in initiating a data science project. It categorizes expenses into three primary areas: personnel, infrastructure, and data-related costs. Through a practical example of a marketing agency’s venture …

This report presents an in-depth study conducted for The KUGI Company (KUGI), with the Design-Based Research (DBR) Cycle serving as the conceptual framework for the thesis. The primary goal is to identify the most effective Customer. Relationship Management (CRM) strategy for KUGI to increase brand …

The research client Botanic Sanctuary Antwerp (hereafter: botanic), a five-star superior hotel, commissioned a research to determine ways of implementing sustainable practices in the Meeting & Events (M&E) department, whilst maintaining superior quality.The research, using the Design-Based Research (DBR) …

The following research project was designed to increase brand recognition and awareness for Lagerwal, a vibrant new beer garden and venue for cultural events located in Amsterdam North. Lagerwal wants to establish itself in Amsterdam's vibrant hospitality scene and aims to target millennials (23-35) …

Businesses that can develop an appropriate response to the turbulence created by change and diversified customer expectations retain their sustainable competitive advantage. Especially with Covid19, Digital Transformation has emerged as an important element of pressure and necessity on the competitive …