THE ROLE OF TARGET GROUPS IN FEEDBACK EFFECTSBrand extension is one of the most commonly used brand strategies since it reduces some of the risks involved in introducing a completely new brand. There are, however, several challenges associated with brand extensions. One of these challenges is the impact of a new brand extension on the parent brand image, which is known as feedback effect. Feedback effects are the changes in parent brand associations that are caused by a new brand extension, these effects can be both negative and positive. Several previous studies have investigated feedback effects and the antecedents of these effects.

Many companies have a specific dress code in the workplace. In some companies, the code is not very extensive, while other companies have uniform requirements. What is little understood however, is what effect different staff clothing might have on consumer response in terms of satisfaction, purchase intent, attitude, interest and so on. Some limited research has shown how different levels of congruence between individuals in their marketing, and the brand they are representing, can affect customers. To avoid any wrong focus in marketing it is key to understand the knowledge gap on the potential impact the personnel in the store have on its customers.

The purpose of this study has been to examine how customers, by interacting with each other, can communicate and create the image of a brand. We find this topic to be relevant since there are no previous studies conducted concerning the customers influence on the brand image. Our ambition has been to describe in what ways and to what extent the customer can affect and influence the brand image by communicating with other customers. To fulfill our purposed we have targeted three important questions which are:? In which ways can the customer affect the communicated image of a brand?? To what extent can the customer influence the brand image and the perceived value?? Who has control over the brand, the customer or the company?For this study we have used a qualitative approach in which we have conducted eight personal interviews with brand consultants and the editor of the magazine Dagens Media which has given us the foundation for our analysis.

Utvecklingen av Living Labs kan förklaras av framförallt tre utvecklingar. För det första en uppfattning om att vissa behov i samhället inte kan tillgodoses av enskilda organisationer. För det andra att innovation allt mer betraktas som öppna system och slutligen att användaren har erkänts en större roll i innovationsprocesser. Living Labs är en experimentell innovationsmiljö som definieras av: ? användarens delaktighet i fokus ? tvärsektoriell samverkan; mellan näringsliv, offentlig verksamhet och ideella aktörer ? öppenhet ? utvecklingsarbetet sker i verkliga miljöer Detta relativt nya fenomen uppvisar en rik variation av uttryck och de olika nyckelattributen som grundar begreppet Living Labs tillskrivs olika vikt. Studien ämnar besvara frågeställningen: Vilket samband finns mellan de organisatoriska kompromisserna och Living Labs konceptets nyckelattribut? Studien är en komparativ undersökning av två Living Labs som har tagit mycket olika uttryck.

The aim with this study was to increase the knowledge about as well as shed light on hidden refugees? living conditions by compiling research about hidden refugees? living conditions and complete this research by doing a field survey with people with different knowledge and experience of hidden refugees? living conditions. The result was analyzed on the basis of Nussbaum?s list of ten human abilities and the convention of human rights. The study showed that hidden refugees' living conditions are experienced as very critical, and characterized by lack of human rights as well as means to utilize and develop their abilities.

The purpose of this paper is to examine the correlation between hotels, their brands and the frontline staff within the industry. A competitive, international environment characterizes today´s hotel industry where brands are one of the strongest sources for a successful position amongst competitors. In the brand delivery, the front line staff is of utmost importance since they in many ways incorporate the brand values and the projected identity of the hotel. Hotels can use a variety of ways to communicate the brands identity to the front line staff in order to create the desired brand behavior, some more effective than others. At the same time the Swedish hotel industry, as many other, is characterized by a high percentage of staff turnovers.

Today automotive manufacturers are facing a crisis with increased pressure to strengthen their brands. To prevent declining results many automakers have chosen to extend its brand to other industries i.e. various forms of brand extensions. Automotive manufacturers have developed an international strategy for what merchandise to offer. The strategy has received an overall positive response, however, it does not apply well within the Swedish market where merchandise is sold in less quantity than abroad.

I?ve chosen a subject that's close to my heart, as a student who has experiences the need of a change in the traditional student living.I've focused my theses on ?nding the key ingredients for improving an individuals time as a student. In a time when students are struggling to ?nd accommodation that ful?lls the need of being close to university, close to social places, adequate size and affordable. This is close to impossible! This is not just a problem in Stockholm but an international dilemma.The heart of my thesis is, how can we create clever ways of student accommodation with emphasis on community and a more sustainable way of living?Only when we start embracing change and by breaking out of our traditional individual living, can we then start to realise and recognise the bene?ts of working, studying and living together.

AimsThe aim of this study was to conclude whether women living and staff working in a women´s shelter feel experience a need of physical activity in the shelter and also what thoughts women living and staff working in the shelter have regarding possible access to physical activity. Following questions were adressed: Does women living and staff working in the shelter experience that there is a need of physical activity in the shelter? What does women living, and staff working, in the shelter think about the physical activity conducted in the shelter? Why does the women living in the shelter choose to participate in the physical activity? Are there any connections between symptoms which battered women can suffer from and symptoms which scientific studies say can be reduced by physical activity?MethodsThe study is based on five interviews in order to understand and illustrate how women living in a shelter relate to physical activity. The answers from the interviews has been correlated to scientific results and other literature in the area. Literature studies have also derived background information as well as a deeper knowledge regarding in what way violence against women affect the abused woman.ResultsThe results show a need for physical activity at the women?s shelter where this study was conducted.

Store managers and brand owners have realized the benefits of sales promoting activities in-store, which thus have become a common sight for consumers when grocery shopping. Using in-store displays, a brand?s sales can increase by more than 1000 percent. We believe, however, that displays can give rise to additional effects to those previous studies have shown. The purpose of our study was therefore to map possible side effects that a display can generate depending on the strength of the exposed brand.

The purpose of this study is to create an understanding for marketing directors? viewabout how event marketing effect the company?s brand equity in four separatebusinesses. Our question formulation the study aims to answer is:How does event marketing effect the brand equity in international companies?We have chosen to perform a qualitative study with a semi structured research interviewto find out how event marketing as a marketing method, can be applied from theperspective of a marketing director in relation to our theoretical reference frame.To create structure and increase the understanding of our thesis, we will describe thebasics in brand and sponsorship theory, which will fall in to the marketing method ofevent marketing. Further we will describe the brand equity model that we will latermodify for our purpose.

Jönköping's municipality requested a diploma work witch would present the experiences, as arisen during the existence of the echo village Smeden.To recive information for the background, literature at the university library were searched at the database "Libris" with words like "echo village" and "ecological living".Data was retrieved from 28 questionnaires that were sent out to the inhabitants of the echo village Smeden. The questionnaires contained questions about experiences, opinions, ideas and thoughts about living in this echo village. The results were analyzed and presented by diagrams and tables and showed that the inhabitants where most unsatisfied with the sewer and the system of the toilet. In the opposite the inhabitants experienced that the remaining systems were in satisfactory and the majority of the inhabitants were very pleased with their living conditions.Conclusions of this study are that an echo village would be a suitable alternative to an ordinary living and that ecological living would be something that would work well even in the future. An important thing to remember is that the systems of the households must be easy for the inhabitants to maintain otherwise the environmental thinking would be in risk of failure if some don?t have the energy to manage this properly..

AIM This report studies the Swedish vintage store company Myrorna from a branding perspective.METHOD The study has applied the qualitative method where four personal interviews have taken a fundamental ground. The four respondents are taken from different professionals and from different positions by the reason that the brand would be based on a fair assessment. The study is obtaining data that further was collected from the library of University of Gävle, the articles from Emerladinsight.com and remaining pictures- and text materials is taken from the organization Myrorna. The theoretical material have been adapted on the brand Myrorna and then been used to analyze the empirical part. From the general impression that portrays the brand the researcher leads the discussion.RESULT AND CONCLUSION The result shows that the brand Myrorna in some extent do not fulfill the image the brand in the media mediate, between the illusion and the reality there is an empty space according to the research.

The purpose of this thesis is to investigate the two new phenomena; the pricing model Pay-What-You-Want (PWYW) and the launch of daily newspapers in the iPad. A quantitative study was conducted in order to examine what would happen if the PWYW-model where to be used by a daily newspaper for its iPad product, and what this would signal to consumers about the brand in terms of brand association and brand attitude. Furthermore, we have investigated which of these factors that are affecting willingness to pay in this PWYW-situation. Moreover, a secondary purpose was to test the two possible presentations of the digital newspaper in the iPad; Product and Access ? and how the results differed between these two.

This study aims to research how small companies that operate on the Swedish home electronic-market utilize marketing communications to communicate their message. The focus of this study has been to research these companies use of below-the-line activities in their marketing communications. Interviews have been conducted with representatives from each of the three companies Neonode, Jens of Sweden and Tonium, that compose the selection from the population in this study. The use of below-the-line activities in small companies is mainly motivated by lower cost, which suit small company budgets. Below-the-line activities are also used for branding and the creation of credibility among the consumers when the target audience does not yet know the brand.