This paper examines the impact of the congruence between the background music and the brand image on the customer behaviour in retail store. The essay's hypotheses are built after the famous S-O-R-model that unveils if congruence background music affects the customers' emotions, brand image and response. The aim of the study is mainly to answer if the Congruent background music stimuli in the retail store environment will affect the customer's emotions and if it will increase spent time and money. The Congruent background music has been selected through two pre-studies based on consumers' brand image. A quantitative study has been conducted where triangulation was applied in a real store environment, where in total 201 surveys was collected for the main study.

Many companies choose to market their products and brands with help from celebrities. This is not a new phenomenon, though, this strategy is something that we consumers start to get used to and the risk that the consumer unconsciously unselects the message grows. A recently much-disputed theory is the use of incongruent marketing. This means that companies uses a marketing message with the objective to not match the consumer?s expectations.

The aim of this thesis is to illustrate the principal problem of the study of national self-images and by questioning the Congruent existence of one in the case of Sweden. Through the use of qualitative method and semi-structured interviews the ambition of the study is to compare and to understand the national self-images portrayed in a major Swedish town, Stockholm and to that of a smaller town on the countryside, Sjöbo. A social constructionist approach in co-operation with key temporal and spasial dimensions are used to penetrate the interviews at hand. The main conclusions drawn from this study highlights the difficulties in addressing the concept of a Congruent national self-image. Several major discrepancies appear in the analysed material, mainly in the past and the external dimensions, both from a regional approach, but also very much within the local entities themselves..

Consumers today are bombarded with innumerable advertising messages. The need for companies to create advertisements that consumers find relevant is thus increasing. In order to break through the ad clutter, companies have to give something extra to their customers and show that they care about them. How a company decides to communicate might then be more important than what the company actually communicates.The purpose of this paper is to investigate whether the use of creative media choices induces signaling effects and enhances advertising value as well as perceived corporate consideration. The two last mentioned variables are explored as potential driving forces behind the signaling effects.

This study examines how management consulting firms work with business- and functional strategy and how these strategies are interrelated. More specifically we focus on business strategy (business unit level) and knowledge strategy (functional level) and whether these are aligned or not, i.e. whether strategic congruence exists.A number of recent studies have examined the importance of business strategy and knowledge strategy in management consulting firms separately, but few have pointed out the importance of the alignment between them. With this study we contribute to the strategic field of research with a model that describes how management consulting firms should work with their knowledge strategy given their business strategy. The model is developed through a synthesis between theories in the field of strategic congruence, business- and functional strategies and thereafter tested by an empirical case study of six management consulting firms.

The Youth Outcome Questionnaire 2.0 Self Report (Y-OQ 2.0 SR) has been implemented in residential treatment centre in the Municipality of Örebro as a result of the strive for a more evidence-based working approach within social work. This study aims to examine how personnel and adolescents describe the treatment/counseling and support and the application of the Y-OQ 2.0 SR in the units. The questions cover the values the personnel and adolescents ascribe to the application of the Y-OQ 2.0 SR, if the result from Y-OQ 2.0 SR is Congruent with how the adolescents have been affected during the placement, which obstacles and/or possibilities emerge in the management of the instrument and if there are any indications that the Y-OQ 2.0 SR is advantageous or disadvantageous in the treatment process. The study has a qualitative approach; four interviews were carried out with adolescents and five with personnel. The result shows that structure is an important component in attaining a change in behaviour.

To be seen is essential. Presently, the marketing of different well-known brands within the same product category is done with little variation. To marketing professionals, this creates an opportunity to market products in an unexpected way. The use of incongruent market communication and by creating a discrepancy between a well-known brand?s advertisement and brand scheme, which is already established in customers? minds, is one way to be different.

The technological development and increasing popularity for integrated multichannel solutions constitutes both severe opportunities and challenges for todays' and tomorrows' retailers. On the account of consumers leaving traces when using digital channels and the technological development enabling retailers to use this information to create relevant offers, goal-congruity is relevant to apply in the multichannel shopping context. Based upon previous research on goal congruity and channel integration, our main purpose in this study is to increase the understanding for how congruity in an offer increases the intention to redeem the offer. Several studies focus on and contrast the product characteristics hedonic and utilitarian. However, it has been stated that it is crucial that research also examines the difference in target audience, buying situation and as examined in this study: buying decision process.

As a great deal of people spend more time with their cell phones and computers than with magazines and TV, markets have begun to explore marketing possibilities in digital media. A common form of marketing in digital media is sponsorship of the cyber stars of the Internet - the bloggers. Sponsorship of bloggers has proven to be a highly efficient method for brands to gain attention and positive attitudes, as bloggers are regarded as fashion icons as well as reliable friends. Another up-to-date marketing strategy that has proved successful in gaining consumer attention is the use of incongruent elements in ads. Incongruence challenges consumer expectations and thereby demands attention.

This paper explains the basis for impartial games and the classicgame Nim. Nim is complicated by a modular Muller twist and thesolution for this game is described by a simple theorem. The modularMuller twist means that at the end of each move the player selects a kand the number of sticks the next player leaves in the pile, where thedraw is made, must be Congruent with k modulo m. The number m isfixed throughout the game..

In this report I will describe how an art-directed fluid effect for motion picture can be achieved. This effect will be an explosion with a visual style that is Congruent with Pixar's movie Up. To begin with I will analyze the visual components that are used in Up and control the fluid simulation to get the desired visual style. I will briefly explain the background of my thesis, why it is interesting to create designed effects and why it is hard to design fluid effects. In the method I will explain my work process and some of the challenges that arises.

The effect of moderate incongruency between a celebrity endorser and an advertised brand is considered in an experiment with celebrities, both Congruent and moderately incongruent with the investigated brands. In addition, the influence of possible moderator variables was examined, as well as the potential impact of the celebrities? gender. It was found that an ad exposing a moderately incongruent combination of celebrity and brand generated a more positive result on attitude towards the ad, brand attitude and word of mouth. Furthermore, under some conditions certain moderator variables influenced the relationship between moderate incongruency and responses evoked by the ad..

Studies have found that the applicability of commercial marketing strategies within politics have increased in recent years as a result of a rising number of swing voters. The purpose of this paper was to investigate the effects of the commercial theory of incongruent information in political marketing in Sweden. Subsequently, an experiment with 742 participants was conducted, testing the effects of Congruent and incongruent ad messages for two established Swedish parties. The effect of ad message choice on several well-established measures of ad effectiveness such as awareness, credibility, attitude, conviction and voting intentions was analyzed. The results showed that incongruent information effectively increases attitude, conviction and voting intention for voters who decide on the election day what party to vote for.

The aim of this study was to describe nurses? knowledge of pain. The method used was a systematic literature study. Information was gathered from the databases Blackwell Synergy, Academic Search Elite and Medline, and the keywords used in the search were: pain, knowledge, nurses and nurses.The result was divided into three subgroups; Insignificant documentation and evaluation. More education is necessary.

Background: Different forms of reward systems have been more common in Sweden and are used in purpose to motivate employees to work in accordance with a company?s goals. By creating work motivation among the employees, a more Congruent situation can appear between them and the managers, and the company can perform better results. Purpose: The purpose with this thesis is to study and analyse a reward system from the employees perspective, regarding it?s affect on work motivation.