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 of people in various situations are based. The results of an experiment (N = 1000) set up to this end show that self-transcendental values are considered to be more important than self-enhancement values. Also, the use of self-transcendental values leads, both directly and indirectly, to stronger perceived product quality, a more positive brand attitude and increased consideration to buy than the use of self-enhancement values. The indirect and positive effect of values on the dependent variables is the result of mediation through consumer brand identi cation. The current study complements previous research conducted into the importance of different value types in consumer behavior and provides new insights into which value type is more bene cial for purpose marketing efforts.
DOCUMENT
Purpose - The purpose of this paper is to propose a fundamentally new extension of the marketing paradigm. This is theoretically and practically necessary since in the authors' view there is an insufficient balance between customer and brand thinking. Design/methodology/approach - While the marketing paradigm is focused on customers, marketing strategy focuses on both the demand and supply side of the market. The authors suggest bringing the paradigm and strategy more in line by adding the brand identity into a new, more balanced, marketing paradigm, called identity based marketing. Findings - The brand identity can be considered the representative of the resource based view since identity will be based on competences and capabilities. Although branding is widely accepted as a marketing issue it has until now not been dealt with within the scope of the marketing paradigm. Originality/value - Adding branding to the highest level in the marketing theory hierarchy (marketing as concept/paradigm, strategy, and tactics), has important implications for marketing practice and leads to a research agenda with more emphasis on the relation between (changes in) brand identity and customer perceptions and needs. © Emerald Group Publishing Limited.
DOCUMENT
Social media has become a prolific tool for companies to build their brands. An effective way to interact with stakeholders on social media has been the relatively new discipline of ‘influencer marketing’. Here, companies engage social media stars to use their large fan-base to promote products and services on their brand’s behalf. While related to the promotional tactic of word-of-mouth marketing, influencer marketing lacks a theoretical foundation in the academic discourse. This paper aims to fill this gap by offering a conceptualisation to operationalize the new discipline in practice. The conceptualisation proposes brand owners a methodology to choose the right influencers for their brands and guides influencers to perform optimally with their fan base. Lastly, a consumer perspective is taken to the discussion to emphasize the relevance of influencer marketing in the consumer purchase decision-making process.
LINK
The focus of this project is on improving the resilience of hospitality Small and Medium Enterprises (SMEs) by enabling them to take advantage of digitalization tools and data analytics in particular. Hospitality SMEs play an important role in their local community but are vulnerable to shifts in demand. Due to a lack of resources (time, finance, and sometimes knowledge), they do not have sufficient access to data analytics tools that are typically available to larger organizations. The purpose of this project is therefore to develop a prototype infrastructure or ecosystem showcasing how Dutch hospitality SMEs can develop their data analytic capability in such a way that they increase their resilience to shifts in demand. The one year exploration period will be used to assess the feasibility of such an infrastructure and will address technological aspects (e.g. kind of technological platform), process aspects (e.g. prerequisites for collaboration such as confidentiality and safety of data), knowledge aspects (e.g. what knowledge of data analytics do SMEs need and through what medium), and organizational aspects (what kind of cooperation form is necessary and how should it be financed).Societal issueIn the Netherlands, hospitality SMEs such as hotels play an important role in local communities, providing employment opportunities, supporting financially or otherwise local social activities and sports teams (Panteia, 2023). Nevertheless, due to their high fixed cost / low variable business model, hospitality SMEs are vulnerable to shifts in consumer demand (Kokkinou, Mitas, et al., 2023; Koninklijke Horeca Nederland, 2023). This risk could be partially mitigated by using data analytics, to gain visibility over demand, and make data-driven decisions regarding allocation of marketing resources, pricing, procurement, etc…. However, this requires investments in technology, processes, and training that are oftentimes (financially) inaccessible to these small SMEs.Benefit for societyThe proposed study touches upon several key enabling technologies First, key enabling technology participation and co-creation lies at the center of this proposal. The premise is that regional hospitality SMEs can achieve more by combining their knowledge and resources. The proposed project therefore aims to give diverse stakeholders the means and opportunity to collaborate, learn from each other, and work together on a prototype collaboration. The proposed study thereby also contributes to developing knowledge with and for entrepreneurs and to digitalization of the tourism and hospitality sector.Collaborative partnersHZ University of Applied Sciences, Hotel Hulst, Hotel/Restaurant de Belgische Loodsensociëteit, Hotel Zilt, DM Hotels, Hotel Charley's, Juyo Analytics, Impuls Zeeland.
The latest IPCC Report (2022) provided by the UN shows us that, to guarantee a safe future for upcoming generations, we must change how we lead our lives on several levels. However, the increasing urgency to act and behave in a way that is not damaging the climate is bringing many psychological concerns to young generations. Worldwide reports are demonstrating how the issue of eco-anxiety is increasing daily, and how young people are feeling more hopeless than ever. Climate change has become a climate crisis, and individuals are experiencing pressure and fear incessantly (Marks et al., 2021). We, as Climate Streamers, have often found ourselves in this situation as well, but rather than freezing, we decided to take this challenge and think of solutions. Therefore, with the support of Breda University of Applied Sciences, the Performatory community, the BUas Startup Support Team, and outside mentors, we created Climate Streamers Foundation: a new youth-led non-profit organisation and a movement working towards a more inclusive and less polarised climate action. By working with leisure elements and a positive and appreciative approach, we want to give back hope, voice and power to the youth and inspire each other genuinely and sustainably. The purpose of this application is to allow us to elaborate a feasibility study concerning our MVP (minimum viable product), the card game, and boost the overall concept. We intend to implement the researched data to improve the design and sales management. The card game aims to stimulate appreciative conversations by giving space to players to express their opinions and personal stories and it is designed so everyone can play it, regardless of background and knowledge. After giving 200 games in production, we launched the card game in July 2022.
Digitale marketing in e-commerce heeft zich sterk ontwikkeld. Consumenten hebben brede toegang via hun eigen, persoonlijke apparaten en door de snelle ontwikkeling van machine-learning-technologieën kan gerichte communicatie geautomatiseerd worden. Toch staat het huidige e-commerce bedrijfsmodel ter discussie, vooral door de impact op het milieu. Het retourzenden van producten is volledig gebruikelijk geworden onder consumenten. Dit soepele retourbeleid roept milieuzorgen op, omdat het de ecologische voetafdruk vergroot en financiële lasten met zich meebrengt voor bedrijven, namelijk de kosten voor het afhandelen van retouren wordt geschat op €12,50 tot €19,50 per retour. Om bij te dragen aan de oplossing van het retourprobleem, richt dit project zich op het onderzoeken van hoe gepersonaliseerde digitale marketinginterventies het consumentengedrag kunnen veranderen en productretouren kunnen verminderen. Dit gebeurt aan de hand van een casestudy in samenwerking met MKB-partner BBB Cycling en zal gebaseerd zijn op diepgaande inzichten in de specifieke doelgroep van consumenten die vatbaarder zijn voor het retourneren van producten. Anders dan andere onderzochte oplossingen, zoals het herzien van het retourbeleid, het implementeren van pastools en het stimuleren van consumenten via prijsvergelijkingen en pop-upberichten over de milieueffecten, neemt dit project een unieke invalshoek door specifiek te focussen op de psychologische kenmerken van consumenten en de psychologische triggers achter hun retourbeslissingen. Het project omvat vier werkpakketten: 1) Inzichten verkrijgen over consumenten die geneigd zijn producten te retourneren; 2) Gepersonaliseerde digitale marketinginterventies co-creëren om het retourpercentage te verlagen; 3) De gepersonaliseerde digitale marketinginterventies testen in een real-life online omgeving; 4) De kennis verspreiden naar e-commercebedrijven, consumenten en onderwijs voor een bredere maatschappelijke impact. Dit wordt uitgevoerd door alle partners: Thuiswinkel.org via zijn e-commerce bedrijfsnetwerk, Consumentenbond via zijn communicatie met consumenten, en het Lectoraat Purposeful Marketing van De Haagse Hogeschool, via zijn samenwerkingsactiviteiten in het onderwijs.
Lectoraat, onderdeel van NHL Stenden Hogeschool
