Purpose This study explores the relationship between second-hand fashion retailers’ marketing tactics and the purchasing drivers of Generation Z (GenZ) consumers, defined as individuals born between the mid-1990s and early 2010s, in the Netherlands. This study aims to identify areas of alignment and …

Purpose This study aims to investigate the impact of Generative AI (GAI)-produced marketing communication on consumer trust and behavioural intentions, particularly purchase intention. This study explores how GAI’s anthropomorphism and transparency influence these outcomes. The findings aim to expand …

With growing environmental concerns, upcycling has become an important theme in literature and practice. Upcycling can help slow and close resource cycles through product life-extension. Cities offer opportunities for upcycling initiatives and seek to tackle challenges in urban solid waste management …

Developing personas is a widely used (marketing) method to gain insight into important behavioral components of a specific population by creating a detailed description of someone who represents the target audience. Personas are fictitious persons and give a detailed description of the motivations, needs, …

The intern Terezia Bellayova focused on research into positive results of increased customer satisfaction on the business success, followed up by research into concrete demands of the target group of the company and how the customers of the company can be more satisfied, with the aim of creating a valid …

Purpose The concept of banking reputation has gained significant attention due to its relevance in the banking industry. A strong reputation has become crucial for a bank’s success, as it affects trust, credibility and stakeholders' perceptions. However, understanding and managing reputation in the banking …

Recent marketing literature suggests that brand orientation is an alternative concept for the public health because it is believed to address the shortcomings of market orientation. Brand orientation is specifically of interest to the sector of healthcare, due to the complex nature of the sector. The …

Little is known about the role of organizational culture regarding management control systems (MCS) that focus on corporate sustainability. To enhance our understanding of this phenomenon, this study of MCS shows how social and technical forms of control can be used to embedded sustainability in the …

The purpose of this research is to find evidence for the assumption that allowing children to create their own news messages is an effective approach to teach them how to distinguish between reliable news and fake news. Three students of the primary teacher training programme of The Hague University …

The grand objective of this research report can be reiterated by the main research question, which was: “What final product is the most optimal for the utilization of the Viberscrete high miscanthus concentration mixture within the construction & building field?” To be precise, the research report aimed …