The concept of brand equity emerged inthe eightiesto justify the long term value of marketing investments. Brand equity signify the value that a brand adds to a product and is the result of the marketing of a brand. One of the most widely used strategies to enhance brand equity is to do a brand extension, which means that a firm uses an established brand to introduce a new product to the market. At worst, a failed brand extension can damage the brand equity, which Vinjamuri (2008) claims that the brand Axe is currently in danger of doing. This January Axe launched an extention including products for both men and women for the first time and Vinjamuri claims that this can disappoint Axe´s former target group (men between 14 and 27 years old) (Newman, 2012). In this thesis Axe´s brand equity among the extensions target group (men and women, age 14 to 27) in Sweden is studied to find out if the brand extension is likely to affect the brand equity in the target group.

I Sverige är det en kvinna på tusen som väljer planerad hemförlossning. Med planerad hemförlossning menas en förlossning som planeras ske i det födande parets hem med stöd av en legitimerad barnmorska eller läkare. Då hemförlossning idag inte ingår i det svenska hälsovårdssystemet får kvinnan själv se till att ordna ett avtal med barnmorska eller läkare och även bekosta vården själv. Det finns forskning om hemförlossning i relation till medicinsk säkerhet och kvinnors upplevelser. Vidare finns ett fåtal studier om barnmorskor som bistår vid hemförlossning dock inga från Sverige.

This thesis examines the organization Empower and their members, who consist of sex working women in Thailand. The purpose is to explore the more liberal point of view of prostitution and how the female members perceive Empower. Furthermore the study investigates if the organization can improve the sex workers empowerment. The study also delineates how these women reflect on their professional role as a sex working woman and whether the women relate to feminine discourses. The study is implemented in Chiang Mai, Thailand during the fall of the year 2010 and is based on qualitative methods like interview, focus group, observations and text analysis.

The society today is full of new changes within the companies and their middle chiefs. Middle chief?s visions have changed during recent years. The female chiefs have grown in numbers, and because of that people have started to focus on whether there are any similarities or differences between the female and male leadership behaviors. The essay is about similarities and differences between female and male middle chief?s idea about effective leadership behavior.Our analysis is based on a qualitative study, where we have made four interviews with four chiefs in industrial companies.

The purpose of this study is to examine the experiences of five students searching for information in the context of writing a bachelor thesis. The main questions regard what strategies they use whilst searching for information, their relevance judgements and their feelings. The method used is the qualitative interview. The students were doing their third term in psychology. All the students were interviewed twice while working on the thesis.

This study examines whether it would be profitable for travel distributors in the charter to expand its offerings to other travel related products, and also the products that are in demand. We are also studying the role that brand has for customers' choice of travel.According to Hellman, e-commerce is to be preferred since it is competitive because it gives the travel distributors the opportunity to lower down prices. Therefore, we also investigated the proportion of respondents who would consider buying these travel-related goods through the travel distributors? websiteIn support of this study, is a survey with a population of 100 charter travellers. Respondents are divided into two groups where the first group consists of people who have booked their trip in stores, and the other via the Internet.

This thesis aims to examine how the quality of data that is entered into and retrieved from a corporate group's ERP and Data Warehouse systems can be improved. The corporate group has already taken several measures that will improve the quality of data. For instance the corporate group has updated and merged the previous ERP systems into one. At the same time the corporate group adjusted the settings in the updated ERP system, so that it will be harder to register incorrect data in the ERP system. With regards to the processes and routines, the studied department has efficient written routines and processes.

The aim of this study is to look at the identity of the public library, and to examine one way to make the identity of a specific library strong. PUNKTmedis is a newly opened library in Stockholm, aimed solely at people between 13-19. The question to be answered was: How can it affect the image of the public librarys identity when you aim the activity towards a specific user group? To answer this question, the qualitative method of case-study was used. Five interviews were carried out, with representatives from three different groups: users, politicians and librarians.

Background: Breastfeeding frequency decrease in Sweden and infants born preterm is a particularly vulnerable group to not be breastfed according to current recommendations. Mothers of preterm infants have an extra need of support from the health care system. Mothers' self-efficacy in breastfeeding affects the outcome of breastfeeding. Health professionals' attitudes to breastfeeding have an impact on the breast feeding support they provide to the mothers.Aim: To investigate whether an intervention could strengthen self-efficacy in breastfeeding among mothers of premature babies. A further aim was to investigate whether the intervention influenced health professionals' attitudes to breastfeeding.Method/Design: An experimental study with quantitative approach in the form of questionnaire survey was conducted.

The purpose of the study is, through literature and interview studies, to analyze and draw attention to critical mindedness regarding news features in a multilateral way. In the interview 16 participants got to see three SVT news features with lack of criticism. Great importance was given to the spontaneous reasoning of the participant. The study is explorative and has given a number of hypotheses and ideas for further research concerning the subject. Among other things the study shows that previous beliefs affect the critical mindedness of the individual, that individuals have the ability to think critically if reminded and that the trust of the source and medium affects the critical mindedness of the individual..

The aim of this master?s thesis is to investigate the value and impact that reading groups organized by Swedish Public Libraries, have on its participants, role of the librarian and the Library as whole, according to librarian?s conceptions. In literature and earlier research reading groups are described to represent an important reader pro-motion tool for Public Libraries. At the same time the typical reading group member is often described as a per-son with a familiarity of reading. Another purpose is therefore to investigate the contribution of reading groups in promoting reading, according to librarian?s conceptions.

There are several methods and models within the areas of software engineering on how to proceed during a software development process. For each of these methods and models there are benefits and drawbacks, depending on how you choose to look at them. A difference of principle between the different models is that they either advocate iterative development or not. In parts of software engineering one makes use of different methods depending on which is most fitting in a specific situation. There are several methods on how to recieve more qualitative data from the end-users during the requirement collection, but the reappearing pattern is still user centric participation, which means that the user participates more actively in part of or the entire development process.

In light of the European Union`s 2012 theme year: Active aging and solidarity between generations I wished to gain an understanding of weather elderly immigrant are provided with equal possibilities and access to local community information as the majority population and their participation in activities arranged for senior citizens in the municipality where they live. I have done this by meeting with those who work in this capacity. I also chose to meet with representatives for immigrant organizations in the local community to enquire of their work with senior citizens within their own ethnic group. This is a qualitative study on a phenomenological ground based on nine interviews and four observations. I have had two theories to help me analyze my empirical material.

This report explains how different communication tools can be used in a company?s intranet. It gives a short description of the different parts in an intranet and their field of application, and what communication means. It?s only the communication tools that the company uses that we are illuminating in this report.

The purpose of this essay is to explain which factors influence the disciplinary effect of visible constant surveillance on the people under surveillance. In order to do this we have used recorded video from a tv-show called Big Brother, which is characterized by this kind of surveillance. In addition, an open-ended interview was performed with one of the participants from the show. We have, based on a number of theoretical assumptions, as well as reflections from the interview, precisely defined expected symptoms of the participants, that would indicate when the disciplinary effect was low respectively high. Our observations and analysis allows us to conclude that the disciplinary effect of surveillance in many situations is counteracted when surveillance is constant, leading to relatively low levels of disciplinary effect in Big Brother..