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.

Historically the library has owned more than silent, book-filled halls; it has been a center for learning and ideas, a source of both freedom and oppression, in other words, a medium for knowledge, truth, and power. Cultures have been divided into powerful and powerless through access to the library's content; those who have - and those who do not have - access to information determine which voices are heard and which are ignored, thus determining the outcome of the future. This thesis investigates how The Book That Wouldn't Burn by Mark Lawrence portrays the relationship between knowledge and power using Michel Foucault's discourse theory. More specifically, how this relationship is manifested through the structures and norms of society, and how the library as a place and institution serves as the means by which this relationship plays out. An established classic like Fahrenheit 451 by Ray Bradbury is placed as a contrasting reference point to help deepen its thematic message of information control and cencurship. Furthermore, the agency of one of the main characters is also examined in the light of Anthony Giddens' stratification model, as an actor with the potential to move beyond the confines of the power structure. The analysis demonstrate how knowledge, truth, and power remain continuously thematically relevant within literature, and how the reality of our time may be better understood through literary contributions.

Most of us sometimes in life visit a restaurant to relax and eat some good food. In that case, we trust that the food they are serving is of good quality and safe which prevent food poisoning. As a consumer you mostly do not have any insight what?s happening in the kitchen at the restaurant. What is really going on when they prepare the food? An introduction of the Smiley system could help you as a consumer in the choice of restaurant.

The aim of this study is to understand which strategies helped women escape honourbased violence, by reading the autobiographies of seven women. Honourbased violence is a relatively new problem in Sweden, but it has existed for a long time. According to FN (2012) 5000 women are murdered every year in the name of honour. Honourbased violence is about maintaining the honour of the family. Womens sexuality is connected to men´s honour, and because of that they are not allowed to express it.

AbstractThe future of ethanol is depending on good solutions for the production. ENA energy power plant produces electrical power and district heating by heating biofuel. By building an integrated bioenergy plant surplus steam could be used to produce ethanol as fuel to vehicle.This would mean that ethanol is produced renewable energy and the energy for the process derives from the surplus of power.  ENA energy, MDH (the University of Mälardalen) and the energy authority has initiated a research project were different bioenergy combinations integrate with existing power plant.  As a part of the project which size an integrated factory should be to gain the best efficiency for the plant was investigated. Consideration will be taken to the cost of the production in order to be competitive to the price of imported ethanol.  Etanolens framtid vilar på bra lösningar för framställning.  I ENA energi kraftverk i Enköping produceras el och fjärrvärme genom eldning av biobränsle.  Genom att bygga ett integrerat bioenergikraftverk där skulle man kunna använda överskottsånga till att framställa etanol som fordonsbränsle.

In this essay a social perspective on the mind is explored and argued for. The essay moves from a discussion of a social collective foundation for the individual mind to a discussion ofthe main alternative ways of describing the shared social world, namely an action-centred perspective and a power-centred perspective. It is shown that these two perspectives are combinable. A combination of the two perspectives is therefore recommended for a more balanced way of describing the shared social world. In this essay it is argued for that the individuals? mind and her identity is dependent on the surrounding community.

The purpose of this thesis was to examine the ways in which the constructions of heterosexuality and gender in three Disney movies about princesses affect the power relations between men and women in the movies, and how discourses on gender and heterosexuality have changed over time. Research questions were:How do characters in the movies talk about gender and heterosexuality?How does the interplay between gender and heterosexuality affect the power relations between men and women in the movies?What are the likenesses and differences between movies from different time periods?Discourses were mapped out using a model based on Ernesto Laclau and Chantal Mouffe?s political theories. These discourses were then analyzed with a theoretical framework consisting of Yvonne Hirdman?s concept of gender system and gender contracts, Judith Butler?s view on the heterosexual matrix and an understanding of power relations based on Michel Foucault.

In advertising, the target has traditionally been aimed towards the product?s advantages.Today the trend is that the advertisers want to create a restless and unsatisfied consumer. Theconsumer on her part is not trying to achieve a goal with her consumption, but experiences theconsumption itself as a goal. Because of this the consumer demands a fast and variedselection.In order to sell their products the companies must create a non-existent need amongst theconsumers. Therefore it is very common in advertising today to use emotions instead ofinformation to attract the customers.

Det här arbetet utfördes på ABB Corporate Research, och innefattar en studie av motorstyrning i allmänhet, och hur man med hjälp av en Intelligent Power Module kan effektivisera motorstyrning genom att ersätta separata kraft- och styrmoduler med en kombinerad modul. En IPM från International Rectifier har modifierats och testats genom att under en längre tid låta den styra en permanentmagnetmotor under normala förhållanden. Resultatet från testkörningen visar att en IPM är ett bra alternativ i framtiden, såväl i fråga om effektivitet, som kostnad och utrymme. Efter en undersökning av marknaden visar det sig att det är långt ifrån säkert att modulen från International Rectifier är den bästa som finns att tillgå, och det skulle förmodligen löna sig att testköra IPM:er av andra tillverkare i mån av tid och pengar..

The purpose of this study is to investigate how the researcher experiences its role in real life in relation to the field of education and adult learning. The context of the study is the academic department of education and adult learning in Swedish institutions. This is a qualitative study, inspired by Grounded Theory. Data consist of interviews, texts from policy documents and reports. Both the aspects gender and context have been taken into consideration.

Uppsatsen syftar till att bidra mot ökad förståelse för användandet av Air Power i olika miljöer.Uppsatsen strävar efter att belysa på vilket sätt man har nyttjat högteknologisk Air Power för atterhålla optimalt operativt övertag samt att undersöka vilka risker det eventuellt har inneburit.Detta uppnås genom att studera tre konflikter under 1990-talet och se hur man har använt sig avAir Power och titta på vilken effekt detta har haft. Det primära syftet är alltså att undersöka omhögteknologi är fördelaktigt att använda i olika nivåer av konflikter, eller om avsevärda nackdelarvisar sig.Uppsatsen syfte har också varit att identifiera hur de insatser som genomförts med dominerandeAir Power har påverkat och påverkas av teknologiska utvecklingsskillnader mellan länder.Då all krigskonst handlar om hur man nyttjar sina förutsättningar på bästa sätt blir det logiskasteget att en mindre teknologiskt utvecklad fiende kan göra högteknologisk krigföring ineffektiv.Följande hypotes prövas under arbetet: Högteknologisk Air Power är effektivt även vidasymmetrisk krigföring och vid lågintensiva konflikter.Resultatet ur studien visar att det finns både positiva och negativa effekter. De mest framträdandefördelarna är att teknologin medger flexibelt nyttjande och korta omloppstider, underlättarsamarbete och innebär vidare att ett högt tempo kan hållas genom operationen.Och nackdelarna är att det visar sig vara relativt enkelt att försvara sig under lång tid med småenkla resurser, detta kan visa sig svårhanterat för den politiska nivån. Resultatvärderingen avinsatta medel sker änsålänge alldeles för långsamt.En högteknologisk angripare gör fienden rörligare vilket i längden innebär svårigheter för denegna beslutshanteringen..

Female musicians and actors are being disadvanteged in the music industry, because of standards that prevents women from participating on equal terms. Unequal distribution of resources and status depends on power structures which creates an hierarchy. This study is about how an organization, Femtastic, works for equality and diversity in the field of music, how they experience their positions and their possibilities. Also how they relate to the cultural policy objectives. Femtastic is trying to create a structural change in the male-dominated music industry.

AbstractThe Energy Declaration is a law that will come into effect October 1: Th 2006. This report has Värnamo municipality as principal and shall clarify what the estate owner in general and Värnamo municipality in particular need to know about this law. Another part that is going to be dealt with is how large the future need for energy experts in this field will be, and which competence that will be demanded for them.The work will in general deal with simplified energy declarations for apartment houses and public buildings, since these buildings are the first to be involved with energy declarations.The energy declaration will consist of a number of important components.? Energy power i.e. how much energy the building consume? If the ventilation control is done? If the radon measurement is carried out? Recommendations of measures to improve the energy power? Reference value to compare the buildings energy power againstAccording to the law the declaration shall been made by an independent expert, which will need certain information for this.

One of the city of Stockholm?s main objectives is to have a society completely free from fossil fuels. To achieve this, several investments regarding improvements in energy efficiency and renewable energy are currently being planned or implemented. One of these investments is a project called Hallbara Jarva which is located in the suburbs of Stockholm. The purpose of this thesis is to examine the prospects of an investment in photovoltaic cells from an energy-saving and economical point of view. The analysis is limited to three buildings within Hallbara Jarva and is intended for the property owner.  Solar energy is a type of renewable energy source and is commonly divided into solar heating and solar power.

In order to maintain a high safety level at a nuclear power plant it is important not only to measure the reliability of the components and systems of the plant, but also to investigate how the plant responds to human actions. One of the most hazardous situations in managing a power plant is fire occurring in critical areas. This study concerns the prospect of the local fire brigade to suppress a fire that has started in one of the most critical rooms for maintaining high reactor safety. The model created gives an indication on the possibilities of succeeding in suppressing a fire. In order to get a more reliable fire fighting the following advice are given:- Let the fire brigade go rounds in the plant together with the personnel, during which recommended fire suppressing methods are determined to avoid long preparation time in an actual situation.- Prepare rooms with two subsystems to make them partly with no voltage.- Give the fire brigade better feedback from actual events on nuclear power plants.- Education and training in suppressing fires in electrical equipment.The probabilistic safety assessment strives to be as realistic as possible.