As the value of brands represents enormous amounts of money to companies, understanding how to influence what drives consumers in their brand selections and brand loyalties is a matter of great importance. The present study, conducted through an online survey amongst 410 students between 18 and 26, contributes …

DECS is an international subsidiary of Douwe Egberts Master Blenders 1753 that provides complete coffee supply to its customers in the Out-of-Home market. It is headquartered in the Netherlands and has production facilities/sales offices in other countries of which one is located in Grimbergen, Belgium …

The ever changing world of Internet has transformed traditional marketing and companies since the start of the World Wide Web. Every day billions of people around the world use the Internet for entertainment, shopping, search, social purposes, and much more. This behaviour is changing the way companies …

This thesis is written on behalf of Tick Yes, an online marketing agency based in Sydney, Australia. Tick Yes is an agency that wants to build up strong relationships between their clients, the brands, and the (potential) consumers of these brands. During the internship became clear that there are three …

The invention of the internet has created enormous opportunities for businesses: the ease of distributing information via the internet eventually led to online trade, a concept which is now known as Electronic Commerce. Whilst Electronic-, or E-Commerce has made it easier for companies to make their …

Nokia is a large mobile phone company that is struggling to keep up with other players in the emerging smartphone market. The market is very competitive and the products have a short life cycle. Furthermore, a high level of innovativeness is required. In this report the Finnish mobile phone company has …

The purpose of the research we undertook for this Conference Paper was to investigate whether marketing campaigns for specific types of drinks could be directed towards age cohorts rather than towards intercultural differences between countries. We developed consumer profiles based on drinking motives …

The purpose of this research was to analyse the Brazilian tourist and determine how the Rijksmuseum could adequately reach the Brazilian tourist with their current communication strategy.

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 …

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 …