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.

The aim of this study was to, on the basis of normalization and autonomy; investigate how staff working in group homes discusses about sexuality of people with an intellectual disability. Our study was based on ten semi-structured interviews of both care staff and heads of group homes to get responses from different levels within the same organization. The empirical material was analyzed through the theory of social constructivism, which focuses on how we construct the world through interaction and language, and the normalization principle whose goal is that all people with developmental disabilities should have the opportunity to live like all other people. We view these theories as useful to gain understanding of the questions in our study. The result of this study showed that the subject only comes up for discussion when problems arise, that the communication on the subject is inadequate and more discussion is requested.

The study aims to get knowledge about how therapists express their apprehension and their method of working around children with low self-esteem. From this angel I have tree questionings : How does the therapists define self-esteem? How does the therapists know if a child has a low self-esteem? How does the therapists work with this complex of problems? The study is a qualitative survey with interviews. The group of survey consists of four therapists from different backgrounds, who work with children and their self-esteem. The interviews were recorded on tape and written out running text and analysed in relation to its subject.

The aim of this masters thesis is to examine the picture book canonization process in pre-schools. To succeed in this I have examined what pre-school staff believe to be the criteria of a good picture book. Together with an observation of the pre-schools current collection, other factors which can influence the collection of the picture book are included. This constitutes the foundation for a description of the pre-school picture book canon. To pursue this goal, I have used the methodology of Focus group interviews with staff from two pre-schools in a middle-sized town.

Introduction When a child comes into a family changing conditions for the older sibling, who may feel left out. This can be a problem for parents who face new challenges towards the older sibling, which can lead to parents looking for advice and support. Parenting is an activity that strengthens the role of parents and provides information about children's health and social development. Purpose The purpose is to describe the parents' experiences of support in their parental role by participating in the sibling circle. Method Semi-structured focus group interview was conducted and qualitative content analysis was performed.

AbstractThe purpose of my study is to examine how preschool children experience nature and how the educationalists at the preschool can make nature more exciting and support the children?s personal growth. I have also studied what the educationalists of the preschool do and what they can do to make nature more interesting and playful for the children. Observations and interviews have been conducted at a preschool in a small town. The preschool is situated close to nature, that is, close to a small forested area.

The purpose of this paper is to juxtapose the theories of learning that are reflected in student?s perspectives of the learning log with that of the pedagogical intentions of the curriculum in order to examine the discrepancy between the experienced and the intentional learning objectives. The paper is divided into two sections. The first section is a literature survey on theories related to the learning log and the curriculum. The second part is constituted by three semi-structured group interviews concerning student´s views on the learning log.

For many years, I have tried to understand why students end up in difficulties in mathematics. As a future teacher, it is extremely important to have knowledge of the various factors that leads to difficulties in mathematics. As a teacher it is obvious to meet the students who find mathematics a difficult subject, and, therefore it is necessary to have a broader knowledge of how to respond and support these students. According to Ahlberg, number of students with mathematics difficulties is increasing every year, therefore, it is important to help students and organize a supporting school environment that promotes and encourages learning (Ahlberg 2001, p. 104-105).

The purpose of this essay was to examine what social functions the local pub provides to its regular frequenters, as well as the significance of the pub in the regulars? life. Essential questions were: For what purpose do the regular frequenters visit the pub? What are the routines of the pub visit? Can regular frequenters be viewed as a homogenous group, and if so, what are the prevailing norms in the group? How do the regulars perceive the staff, does the staff influence the regulars´ choice of pub? How does the staff perceive the regular frequenters?Our method was a qualitative case study based on participant observation and eight interviews with regular frequenters on a particular pub in Malmoe, Sweden.The main conclusion of this essay was that the relationship between the regular and the pub was much deeper than we initially thought. In addition to drinking beer, they also visited the pub to avoid loneliness, find fellowship and socialize with people who have similar backgrounds and values.

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.

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.

Corporate social responsibility (CSR) does not have an explicit definition but instead entail a broad spectrum of various obligations that an organisation is responsible for. CSR has in recent years become a highly relevant and debatable topic as a consequence of the increased exposure of companies to society. Due to an augmented consumption from the general population, CSR is of great importance in companies' aspiration to create and maintain a solid relationship with costumers. Previous researches have described what areas of CSR are most relevant in terms of consumption. However, it can be suggested that these publications have failed to provide an indication of what type of costumers these various areas attract.

The aim of this qualitative study was to explore which inner conceptions about the abused older women the professional social workers had and how they experienced the enconter of an abused old woman in an intimate partner relation. The theoretical background is social construction by Berger and Luckmann. This theory was uset to analyze the transcribed interviews. This study is based on nine interviews with five professionals in social services, three volunteers from the voluntary sector and one social worker who worked in a community based support group for abused older women. The result of this study shows that older women were often abused, by a relative they were dependent on, in their home.

The aim of this Master thesis is to study how management, teachers and librarians at the university college Swedish school of sport and health sciences (GIH) view information literacy (IL) as a standard in higher education. I have used a sociocultural theoretical perspective, as the focus being on co-operation within the institutional context. The following questions are focused on: Of what importance are the control documents concerning IL as a standard in the educational program? How do the respondents view the value of, and the responsibility for, IL as a standard in the educational program? What are the conditions for co-operation at GIH to reach the standards of the higher education act? The methodology used is qualitative case study. Six qualitative interviews were carried out in order to describe the attitudes of the management, teachers and librarians related to this subject.

Our aim in this work has been to redesign ModernFamilies and make a user-friendly interface for people with aphasia. The focus has been to identify general issues they might face while using different technology and applications, in order to find better alternative design for ModernFamilies, with a focus on usability. To approach this issue, we used a qualitative method. Our study includes several interviews and observations preformed in conjunction with the AGNES project (AGeing in a NEtworked Society) and speech therapists. Aphasia requires simple design that in the same time gives them support to understand and use technology and different applications.