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Does it suit or not? : The experiences with the sheltersuit and its reputational effect on Tactus.

Stratum, F.L. van (2019) Does it suit or not? : The experiences with the sheltersuit and its reputational effect on Tactus.

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Abstract:The sheltersuit, a wind- and waterproof suit is fabricated to provide homeless with a safe place to sleep in the streets. In order to incorporate the sheltersuit into Tactus’ strategy to help the homeless, it is important to investigate how homeless experience the sheltersuit and the consequences of this strategy for Tactus’ reputation. An interpretative phenomenological analysis (IPA) showed that homeless experience the sheltersuit as a useful product and personal solution to stay warm and dry. The suit reduces stress about staying outside. Some homeless experience the sheltersuit as a trading product for other homeless, which led to opinions about only handing out the suit to homeless who really need one and are able to look after it. An online experiment, among the general Dutch public, showed no significant effect on the reputation of Tactus and the intention to donate to Tactus when the sheltersuit is incorporated into their strategy. A significant higher intention to donate money was found when a cooperation campaign between Sheltersuit and Tactus was proposed. Based on these results we can advise Tactus to include the sheltersuit into their strategy; for we found no negative consequences for their reputation and mainly positive consequences for the homeless.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/77714
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