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.

The European identity plays an important role for the EU and especially within its will to further integrate its citizens, hence it is a way for individuals to not only identify with its nation, yet also with Europe. Previous research has already established that an individual can possess two territorial identities, such as a national and a European identity, above all it has established how the identities can equally interplay. Further it has been explained how territorial identities are composed of two aspects: civic and cultural. While the previous research has stated how the European identity possesses both aspects, though to varying degrees, little attention has been put to examine how individuals who possesses multiple territorial identification, defines its European identity. This study therefore aims to study which aspects, civic or cultural, individuals with a citizenship who possess multiple territorial identification, assign their European identity.

The purpose of this study was to estimate the removal of biomass in connection with thinning operations in young stands that are dominated by small diameter trees. The economy of such operations depends on the products generated as well as the performance of the harvesting systems. Conversion tables designed to predict the outcome based on harvesting method was another goal of this study. Removal of biomass affects the nutrient composition of the site. Therefore it is a purpose that this study will provide researchers with some variables that can be utilized when studying this aspect. Trees were harvested and divided into bunches based on diameter.

The purpose of this paper is to investigate segregation from an accommodation perspective. The essay questions how the residents of Ronna feel about their neighborhood and what they think of other people's views of their area. Our purpose is to conduct a qualitative study of whether or not individuals experience residential segregation in Ronna. The essay is based on qualitative interviews, which were conducted with five people who have lived in Ronna for at least five years and who define themselves as Assyrians/Syrians.To analyze our empirical data, we have used two theoretical perspectives. One by Westin and Elias & Scotson, which is the theory about social groups - established and outsiders.

The Convention on Biological Diversity (CBD) promotes the Ecosystem Approach (EA). In this thesis it is analyzed how the EA approach could be applied to regional management of coastal areas in Sweden. The aim of this report is to compare management for preserving biodiversity on a landscape level in two regional coastal areas in Uppsala and Västra Götaland respectively. In Uppsala, one of the plans consists of a previous nature reserve and in Västra Götaland, a Regional landscape strategy has been established. The ecosystem approach is used as a theoretical framework in this thesis.

Delegation of assignments regarding the work environment is a complex topic that is difficult to illustrate. It is not explicit mentioned in the law and the established practice are ambiguous and vague. This has caused a lot of confusion, not only for private companies but also for executives within public administration.Metso paper Karlstad Inc. gave us the assignments to investigate their delegation system and to analyze the need of change before a planed readjustment. The purpose of this essay is therefore to investigate how the proposed delegation system is constructed and whether it fulfills the demands established by Swedish law.

Erythropoiesis is a complex and carefully controlled process which is mainly regulated by erythropoietin. Using flow cytometry cells in a blood sample can be analyzed one by one. ADVIA 2120 using flow cytometry for analysis of red blood cells (RBC) and reticulocytes. Red blood cell distribution width (RDW) is a component of the RBC method. RDW indicates size variation on erythrocytes and is measured as a percentage of the mean cell volume (MCV). By measuring the RDW anemia can be divided into makrocytic, microcytic or normocytic. Reticulocytes refract light more strongly than red blood cells because they contain some cellular debris. The number of reticulocytes in the peripheral blood reflects erythropoiesis in the bone marrow. The purpose of this project was that by approved methods to establish reference ranges for the parameters, RDW and reticulocyte counts.The individuals who participated in the study, n=124, were considered healthy and had varying ethnicity. Reference subjects had not donated blood the last six months and participation in the study was voluntary.The statistic evaluation includes examination of distribution, and reference ranges for both men and women were established using the 2.5:t and 97.5:t percentiles. The calculated reference interval for RDW was between 12.0 ? 14.3% and the calculated reference interval for reticulocytes was between 38.0 ? 112.8 x109 cells/L. The results showed a significant difference between males and females for the parameter reticulocytes was seen. The difference indicates that different reference ranges should be established for men and women (p<0,0001). No significant difference between males and females were seen for RDW (p=0,74) indicating that the same reference ranges can be used for both men and women. .

The demand for shopping centers has increased in recent time and more shopping centers have been built. To become competitive shopping centers has evolved to become more than just a place for shopping. In the recent past Galleria Duvan in Karlstad has been run by foreign owners who has not been involved or renovated the shopping center. During the spring of 2011 AlbérFastigheter bought Galleria Duvan and they are now renovating and negotiating new deals with the tenants. Our problem has led us to the following question: How can a centrally located shopping center, such as Galleria Duvan, develop a strategy to strengthen their position on the market.

The Savi?s Warbler (Locustella luscinioides) is a recently established bird species in a few reedy shallow lakes of southern Sweden and has only been found nesting for the last twenty years. Little is known about the species' habitat preferences, breeding biology and demands for specific territory structures at breeding sites in Sweden. Knowledge of a newly established species? habitat requirements is essential to maintain a viable population and design action plans.

Information technology (IT) have for several decades been used in university education. An increasing number of classrooms today are built around a concept which uses IT in collaboration with the room itself. However, little is known about the experience of university teachers when working in such classrooms. This study examines the views and opinions of teachers at a Swedish university regarding using and interacting with these classrooms. Furthermore, we identify possible underlying factors that influence these views.

Several studies have shown that the Swedish labour market for different reasons is characterized by ethnical discrimination and that people who have another cultural background than Swedish are being excluded. Most studies done within this area have been focused on why it is harder for immigrants to enter the labour market and identifying the contributing mechanisms for this phenomenon. Instead the aim of this study was to see how the immigrants view their own cultural identity and background and how they perceive that their cultural competences are being valued when they apply for a job. To examine this, the following problematic was used: How does a person who has been brought up with both the Swedish culture and another culture look at using this as a cultural competence when they apply for a job. Two different theories were then applied to analyze the problematic, Erving Goffman´s theory about Stigma and Norbert Elias theory about the Established and the Outsiders.

This essay revolves around the Christianisation of the Danish kingdom during the middle ages. Issues like; the length of the Christianisation process and the influence it had on thevillages? structural appearance in the Danish kingdom. A special case study of the villages Kyrkheddinge and Fjälkinge, Scania, is an essential part of the essay. Through writtenmaterial and excavation reports from the both villages the study enlightens the structural appearance of the village and the hierarchy of the farms in the village.

In the wake of the latest financial crisis, a group of individuals launched the Occupy WallStreet movement. It wanted to change the structures that economic and political life arefounded upon. They believe that the established structures are unfair and exploit the majorityof the population. Researchers critisised the movement saying it was ambiguous because itcould not produce any realistic ideas for change, while others thought that was a success forthe movement.Therefore, the aim of this Bachelor Thesis is to examine the different ideas articulatedby the Occupy movement and present them systematically. Through an inductive qualitativetext analysis six different themes are identified regarding how the movement wants to changethe structures in society to make them fair.

Product sharing systems is recently starting to become a more common phenomenon. Carpools exist in more than 40 Swedish towns and both Stockholm and Gothenburg have established bicycle sharing systems. Other products for which sharing systems have been established throughout Sweden are clothing and tools. From the point of view of the consumer, product sharing systems is a form of consumption which can be placed somewhere in between renting and privately owning a product, where the consumers usually pay a membership fee or a monthly fee to have access to the products whenever they need them. The concept is relatively new, and there are many products for which product sharing systems do not exist.

The purpose of this essay is to describe the organization of the Swedish Animal WelfareAgency during the time it was in operation. The Swedish Animal Welfare Agency was established in 2005 by the government who saw it as necessary in order to strengthen the protection of cruelty to animals in Sweden. However, the agency was shut down already in2007 and its responsibilities as an agency was moved back to the government and the department of agriculture. During its time in operation, the Swedish Animal Welfare Agency, received much criticism, among other things because of its interpretations of the law which were seen as too focused on details and thus ?bureaucratic?.