The increased media clutter requires of brand managers to be innovative and creative in their choices of marketing communications in order for brands to be salient in the minds of consumers. Recent studies emphasize incongruent marketing as a means of "standing out" from this competitive clutter and reaching existing and new potential customers. The aim of this thesis is to examine the effects of brand incongruent sponsorships (sponsorships which are incongruent with established brand associations) on consumer response to well-established brands from the perspective of high and low levels of loyalty. A quantitative survey was conducted and the results show that incongruent sponsorships improve brand attitude, brand interest and brand credibility, while not affecting ad attitude, purchase intention and word-of-mouth intention for customers of low loyalty. For highly loyal customers the findings were that brand attitude, brand interest, brand credibility, purchase intention and word-of-mouth intention remained unchanged while ad attitude decreased.

This study was conducted in the Master program at The Music Pedagogical Center (MPC) at The Royal College of Music in Stockholm. Korta musikresor (Short Music Journeys) is the Swedish term used for a receptive method of music therapy adapted from the tradition of The Bonny Method of Guided Imagery and Music (BMGIM) and the theory and practice of Expressive Arts Therapy. The KMR method uses carefully selected short pieces of music, lasting between 2 and 5 minutes, to work on various psychological problems and life- crises. The music session is conducted in a slightly altered state of consciousness with a clear focus being established beforehand in a verbal dialogue with the psychotherapist. There is also the possibility of using artwork to process and explore the imagery after the music listening.

As Sweden has become a multicultural society the need for developing new educational approaches rises. The preschool is a crucial piece in this as it is the one of the first institutions where the children start to develop the language skills. The aim of this study is to investigate the language development approach as practiced by teachers, in their preschool programs, and determine if the teachers work methods can be considered intercultural. This is done to gain a deep understanding on several language development methods and analyze the teachers' approach within the framework of intercultural pedagogy perspective. The theoretical framework used in the study is the intercultural perspective.

The aim of this thesis is to ascertain how primary school teachers would like to improve their mathematics teaching. The central questions for this research are:In what ways do teachers want to improve their mathematics teaching?How do the teachers justify their statements?What main features can be distinguished out of the teachers answers?Three interviews and seven surveys have been used to collect information from a total of nine teachers, at one primary school. Teaching pupils from preschool to sixth grade. The results have been analysed, interpreted and discussed using a drama pedagogical perspective, inspired by a holistic approach to learning.

The purpose of this thesis is to examine the role of bibliotherapy at hospitals and also what knowledge of and insights on bibliotherapy a few Swedish hospital librarians have. Questions investigated are: What role do the hospital librarians think literature has in the treatment of a patient? What is their view on their role as a hospital librarian and do they believe that they can have a part in the treatment of a patient? Is the concept bibliotherapy commonly used or is there another term in use? How important is the linkage between healing and literature? In this study, the view on bibliotherapy is limited to a hospital perspective. The purpose of the study is therefore to investigate bibliotherapy at the hospital. Six qualitative interviews with hospital librarians were performed at three general or combined general/medical hospital libraries.

The purpose of this essay is to look at how museums design their activities as tourist destinations through the dissemination of history. In order to research this problem we have posed the following questions: How do museums act in order to animate and interpret history? What does the future hold for the museums? In order to find the answers to these questions we have made a deep-going analysis of the activities of four museums, Nordiska Museet, Etnografiska Museet, Historiska Museet and Naturhistoriska Museet. These museums have been analyzed by means of interviews, observations and the study of documents. Our theoretical perspective is informed by a hermeneutic perspective as well as Foucault´s definition of museums as institutions, and the concept of storytelling.

Konkurrens är ett fenomen som vi alla någon gång utsätts för. Vissa träffar på det på arbetsplatsen, vissa gör det inom idrotten och vissa gör det inom det sociala livet med vänner och familj. Troligen får många bekanta sig med konkurrens på alla dessa platser samtidigt.Syftet med denna studie var att synliggöra hur lärande skapas och vad unga idrottare lär sig i en idrottspraktik med hög konkurrens.  Detta undersöktes med hjälp av intervjuer med unga idrottare som utsatts för konkurrens inom idrotten och även observation av en idrottspraktik där hög konkurrens fanns. Lärandet inom laget vi undersökte byggde på att man provade sig fram. Ungdomarna formulerade teorier och testade sedan dessa teorier i verkligheten. Det man lär sig handlar oftast om att försöka göra saker som man antar att ledarna uppskattar.  Spelarna uppförde sig mycket disciplinerat då de antog att det var det som ledarna uppskattade.

The aim of this study is to examine the collection One Thousand and One Nights (also: The Arabian Nights) from a european perspective, by comparing different european translations. The study focuses on three translations into Swedish from different periods of time and how the tales have changed in the translation process - depending on the prevailing line of approach and Western perceptions of Eastern standards. The thesis of the study is that Eastern culture, from a Western perspective, has been seen as exotic and different but not as a high literary culture and that this view has affected the translations into european languages. The study shows, among other things, that Western culture is many times considered normative in the translations and that the translators often give their own voices a prominent role, also that common Western notions of the East affects the translations.The word ?orientalism? is used frequently in the study and it refers primarily to the image of the Orient as it is described in Edward Saids' book Orientalism: as a Western construction whose main purpose is to strengthen its own conception of the Orient and thereby strengthen the Western identity as better than the Orient.

From an environmental and climate perspective we are becoming more and more aware of what we eat. Consumers want to know how their food is produced and where it is coming from. A term commonly used in this discussion is local produce. At this time, there is no clear definition of the term and a wide range of definitions can be found. However, despite this lack of definition, the term is often being used by producers, traders and consumers..

This essay is a work on Mircea Eliades's interpretation of the religious human understood as "homo religiosus" and the role of the shaman from the Eliade perspective. In Eliade human existence consists of a dichotomy between the sacred and the profane. The question is whether one can understand the concept of Eliades ?axis mundi?, center of the universe? Can we create an understanding of human existence with Eliade? Can one use  phenomenology of religion as perspective for the exploration of ?reality?? Furthermore, this paper aims to understand the role of the shaman has religious worldviews. Shamaism  is through an ecstatic technique traveling to other cosmic plane, in order to gain knowledge that would otherwise not be reached.

Many reports in recent years are suggesting that young people should be involved in the development of the digital society. The Swedish government's Digidel campaign launched in 2011 involved adolescents to train elderly people. This thesis builds on the campaign with its major aim being to investigate how young people think about digital society and their own knowledge and skills to promote digital inclusion.The research questions were set to examine how adolescents look upon the competencies needed in today's digital society, what specific skills and capital the adolescents suggest that they have which can promote digital inclusion and how projects in this direction are perceived by the participants. The theoretical framework is based on theories about social capital. It encompasses Bourdieu's theories about symbolic capital and people's habitus, Putnam's theories about social capital and the power of the organization and Gidden's vision about how people are organizing themselves in the modern world.

Domestic weekly magazines in Sweden are characterized by an emphasis on practical editorial material such as cooking recipes and knitting patterns, and also contain a comparatively large share of reader material. This makes it possible to study the readers through texts produced by themselves. The aim of this study of columns of readers' tips on domestic work is to analyze how readers embody a specific femininity centered around the woman as responsible for the home, in the sense of everyday maintenance as well as aesthetic development. The author defines this femininity as "home maker". The theoretical framework for the analysis is the sociological theory of Pierre Bourdieu, and Jonathan Potter's and Margaret Wetherell's model of interpretive repertoire is also used where modality is discussed.

The purpose of this law-sociological study was to, on the basis of the District Court's decree to single custody, analyze the District Court?s comprehensive ideas and fall-oriented interpretations of the concept of the best interest of the child and the way they are constructed in connection with the District Court's application of the new law regulation of 6kap. 5§ FB regarding collaboration between parents. Our empirical data consisted of ten decrees to single custody. The decrees were examined and analyzed on the basis of social constructionism as a theory and the idea-analysis as the study's method.

The parrot is a common symbol, or even cliché, in Western literature, going all the way back fromancient Greece to the present date, and in many a genre. This study reads the oeuvre of the NobelPrize winner Samuel Beckett (1906-1989) as being closely related to these certain traditions andconnotations of for example religion, satire, and speaking nonsense, in his frequent use of parrotsand their symbolic potentials, in his writing. Furthermore, it is possible to distinguish a movementin Beckett?s use of parrots, from a more or less traditionally use, to one more philosophicallyprofound.Although the parrot graces us with its presence (or at least may be traced) in almost everywork written by Beckett, from the poem ?Whoroscope? (1930) to How It Is (1961), they are onlymentioned sparsely by his interpreters. Therefore, a brief history of the literary tradition of theparrot will be expounded.

The concept of domestic violence pertains to different definitions of violence, one of which is the concept of honour related violence and oppression. This paper looks at honour related violence and oppression, as defined in policy documents at a central political level, and how various discourses stand in relation to social categories and power relations. Consequently, the theoretical and methodological premise of the paper has been based on discourse analysis and an intersectional perspective has been applied to gain further depth and breadth in the analysis of the material. The intersectional perspective houses various approaches to the understanding of specific phenomena based on factors of gender, ethnicity, sexuality and class. The analysis concludes that the concept of honour related violence and oppression is a concept without a single scientific definition. There is, however, a general consensus in the political context that honour related violence and oppression is a collective force that can be directed at both sexes.