Publicity is argued to have relatively great impact on attitudes and behaviours of consumer. Especially great is the influence of negative information. At the same time it is likely for brands to be subject to negative publicity. Since companies are investing gigantic sums into buidling strong and positive associations around their brands it is of great economic interest to have a better understanding how negative publicity influence brand equity and what factors might moderate this effect. This thesis focuses on brand strength as a moderating factor of negative publicity.

The Dark Side of the Word-of-Mouse Effect- An experimental study of how negative information in today?s social media can influence consumer perception As a result of the electronic revolution of information dissemination, social media as a phenomenon has come to play an important part, both in society at large but also when it comes to business and marketing. Nowadays, knowledge and opinions about brands and products are spread by reputation through a wide range of social media platforms, a phenomenon which in the literature is referred to as word-of-mouse or electronic word-of-mouth (eWOM).The purpose of this paper is to investigate how people?s opinions towards a company and its product are affected by negative information in terms of eWOM. Or more precisely, whether or not there is a difference in this effect depending on information content, concerning company values on the one hand and product attributes on the other.This was done in an experimental setting where two groups of respondents were subjected to fictitious information of different types using established social media platforms.

The purpose of this essay is to analyze the EU discourse in the Swedish media. The questions that the analysis seeks to answer are; what image of EU is portrayed in the Swedish media? To which degree does the EU discourse fulfill media?s ?news values?? And what are the potential effects of the discourse on EU?s reputation? After several demarcations, I chose 8 articles form Sweden?s four largest newspapers to base the analysis on.    The theoretical and methodical structure behind this analysis is the theories and practices of Fairclough?s critical discourse analysis. Added to the theoretical structure are also theories about reputation and theories about news values. The method used in the analysis is a modified version of Fairclough?s three-dimensional model of critical discourse analysis.

The present study examines the demolition of a house on Hammarkulletorget in 1996 and the discourse of Hammarkullen, Gothenburg(Sweden), drawn from the perspective of historicization [?historisering?]. I have examined how the past played role inpresentations of Hammarkullen and how the past affected the decision to demolish a house. By examining which role the neighbourhood?spast time played in the perception of the neighbourhood, the thesis aims at providing a better understanding of howthe past can influence and legitimize major changes in the urban environment.In the early 1980s the image of Hammarkullen as a victim of negative publicity is established and this reputation lives beyond thesimplistic and negative descriptions themselfs.

The present study examines the demolition of a house on Hammarkulletorget in 1996 and the discourse of Hammarkullen, Gothenburg(Sweden), drawn from the perspective of historicization [?historisering?]. I have examined how the past played role inpresentations of Hammarkullen and how the past affected the decision to demolish a house. By examining which role the neighbourhood?spast time played in the perception of the neighbourhood, the thesis aims at providing a better understanding of howthe past can influence and legitimize major changes in the urban environment.In the early 1980s the image of Hammarkullen as a victim of negative publicity is established and this reputation lives beyond thesimplistic and negative descriptions themselfs.

The purpose of this study is to examine how an organization communicates during a crisis and how a crisis can affect an organization's reputation/credibility in late modernity. The focus is on how the Swedish Red Cross handled crises from summer 2009 until spring 2010, and how the organization's reputation/credibility was affected by the fact that society has changed. The methodology used is a quantitative and qualitative text analysis. The results show that crises affect organizations, how much depends on how open they appear to be and how much credibility they have with them when the crisis begins. Getting to know the late modern society, to understand how it works, can bring benefits to an organization during a crisis.

Three different factors are thought to be involved in the increased segregation in Stockholm: the living segregation, scientific and political dissonances and the social economical factor. Many segregated areas have many inhabitants with foreign background. Schools in these areas have a higher number of students with lower grades compared to other schools with higher number of students that are ethnical Swedes. Jordbromalmsskolan is a school in Haninge kommun that is one of the seven schools in Stockholms suburbs where students graduate with the lowest grades. The school is suffering from a very bad reputation because of many problems like fights between students and lack of resources like purchase stop.

Purpose: Social media is a global phenomenon that has developed from an opportunity of contact between people, into a platform for contact between organizations and people. This essay aims to investigate the public relation strategies of one organization on a popular social network.The main question that this study aims to answer is how the travel agency Ving chooses to create and preserve relationships to the public on Facebook in order to maintain a good reputation. Asub-question explores whether any patterns exist in Ving?s approach of interaction with its stakeholders.Method/Material: This study consists of a quantitative content analysis in which the interaction between the organization and the audience has been studied. Posts published by the public as well as replications from Ving have been categorized and then analyzed using two analytical models.

Results from previous studies have showed that people with depression has an impaired verbal fluency. The aim of this study was to investigate whether individuals with depression also generate more words containing negative valence. Controlled Oral Word Association test were administered to a group of 13 mildly depressed individuals and a group of 20 non depressed individuals. The fluency and valence of the words produced was analyzed.The results showed no significant differences between the groups regarding either verbal fluency or negative valence. However, a significant positive relationship was found between a negative mood and negative valence.

Syfte: Att öka kunskapen kring fenomenet företagskedjor med synlig produktionsprocess, specifikt coffee shop branschen. Detta genom att analysera hur väl budskapet från ledning når fram till konsumenten i just denna typ av organisation. Även hur god fallföretagets corporate reputation är, dvs. kopplingen från identitet till image, kommer vidare att framkomma samt vad detta kan innebär för företaget. Metod: Den valda metoden för denna uppsats är en kvalitativ undersökning av ett fallföretag, Espresso House, som ska vara ett gott exempel på en kedja med synlig produktionsprocess.

We investigate the effects of various types of word-of-mouth (WOM) messages on consumer bahavior. The message is varied along two dimensions where one is valence and the other is whether or not it contains an explicit call for certain behavior or attitude change. We use an experiment in the form of a web-based survey. Five different scenarios were designed to represent neutral, positive, and negative WOM. The latter two came in two different versions - one with a recommendation and one without.

Nordmaling is a small muncipality that has gotten a lot of critic in media over the last two years. In order to regain a good reputation and to communicate a strong message towards external groups, Nordmaling have decided to develop a branding platform that can represent the organization in both external and internal communications. In order to develop a brand the organization must understand its identity.The purpose of the study was to examine the employees? thoughts of their organization in order to be able to define the organizational identity and give recommendations of core values that the organization can apply to their brand. To understand how the employees perceive their organization and what they think the organization stands for, the main focus was to study their view on values, standards, goals and vision of the organization through focus interviews and a survey.

Titel: Negative campaigning: En kartläggning av politiska annonser i Dagens NyheterFörfattare: Olle Berntson och Eric SäweUppdragsgivare: Institutionen för journalistik, medier och kommunikation vid Göteborgs UniversitetKurs: Kandidatuppsats i medie- och kommunikationsvetenskap på Institutionen förjournalistik, medier och kommunikation vid Göteborgs Universitet.Termin: Höstterminen 2014Handledare: Gabriella SandstigSidantal: 31, inklusive bilagorSyfte: Att kartlägga omfattningen av negative campaigning i svensk dagspress under andra hälften av 1900-talet.Metod: Kvantitativ innehållsanalysMaterial: Annonsmaterial i Dagens NyheterHuvudresultat: Våra resultat visar att omfattningen av negative campaigning i svensk dagspress över tid har minskat. Andelen negative campaigning hade en tillfällig uppgång under 1970- och 1980-talen med en topp 1988, för att sedan slutet av 1990-talet försvinna helt. Under valrörelsen 1988 var andelen annonser klassade som negative campaigning som högst och låg på 13 %, för att under efterföljande decennium försvinna helt..

The purpose of this qualitative interview study was to examine which approach experienced pre-school teachers have on children that seek negative attention. The study contains five informants in a city in the middle of Sweden and they all have at least 10 years of experience after their diploma from a pre-school teachers? program. The questions I aimed to answer were the following: How did the pre-school teachers define the expression ?negative attention?? What approach did they have on children that seek negative attention? What effects do the childrens? seeking of negative attention generate on their self-esteem and sense of security? How possible do the pre-school teachers feel it is to achieve the goals of the pre-schools? curricula that every child should get their needs respected and met, when they work with children that seek negative attention? The results showed that the teachers think of them as resources in the group and that they need to think of the environment around these children both at home and at the pre-school to better meet their needs.

Queen Kristina of Sweden (1626-1689) is a person who has been widely studied during the years. She is known as the monarch who left the Swedish throne and the protestant faith in favour of the catholic Rome. Even though Kristina left her powerful position as queen of Sweden she never gave up her dignity as a sovereign.  My purpose with this study is to analyse historians and other scholars different research concerning Kristina?s notorious execution of Monaldesco in 1657.