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 aim of this study is to describe and analyze how adults who grew up in an exposed habitat experienced their upbringing and society's efforts and how it affected them in adult life. The method that we used was qualitative interviews. This method has given us a rich material, we believe. The results were analyzed by means of the theory we used and past research in the field. All of our respondents have in common that they were insecure in childhood.  And everyone has had negative consequences of their childhood into adulthood.

The purpose of this bachelor thesis is to do a comparativecase study between a public library in Sweden and one in England. Our aim is to examine what factors affect alibrarian in charge of purchasing fiction for adults and to what degree. We have used two methods of study, specifically semi-constructed interviews with two librarians and text analysis of policies in place at each library respectively. Our research questions share the above mentioned context and should therefore be read with that backdrop:-How is selection and purchase covered in the policies?-What selection criteria are used by the respondents?-What differences are there regarding the decision making? -How can the viewpoints be explained?Our analytical framework was based on three arguments namely market demand, quality and social inclusion when examining our material.

The aim of this study was to shed light on the phenomenon of sex purchase amongst men from the perspective of professionals working at KAST*. Our main research questions concerned who the sex-purchasing men are, what their incentives are and furthermore how the professionals depict their work with these clients. In order to examine this we conducted three qualitative research interviews. The theoretical framework used to examine our results consisted of social constructivism and professional acting space. Main results show, contrary to research, that the ?typical? sex buyer does not exist, nor do specific motives.

The modern beauty market is concentrated with intense competition where cosmetic brands fight to stay on top. A popular method in order to gain sales and increase margins is to influence existing customers to buy more with the use of suggestive selling. The purpose of this paper, was to further examine the different effects of suggestive selling with the use of complementary versus non- complementary goods in the form of customer satisfaction, customer view of the service encounter, as well as success in sales. In addition, the influence of the customer's purchase amount on the tendency to buy an extra product in a suggestive selling situation was examined. The study was conducted through the use of a field experiment with the support of surveys in 'The Body Shop'.

The store manager can make great benefits of having an eye on how the staff works towards the customer, because the personnel is an important tool when competing with other stores. This paper is focusing on the part that relates to the staff in the store, which is one of the key tools in the competition for customers after the customer made it to the store. Many stores have guidelines which the staff should follow when they meet with customers. If the staff is too tightly controlled by these guidelines, customers can perceive the first encounter with the staff as artificial and as if the genuine friendliness does not exist. It is important that the staff looks at the individual customer and treat every customer in a personal way and that the staff can see the customer?s needs.

The discharge from Lake Mälaren is regulated to keep the lake water level within limits set by a water decree. Despite this, in the year 2000 the lake water level rose above the upper limit. Studies conducted at the climate modeling unit Rossby Centre at the Swedish Meteorological and Hydrological Institute (SMHI) indicate that the inflow to the lake may increase in the future. A flood in the area will, among other things, strike infrastructure and residential districts.The aim of this study was to investigate the water levels of Lake Mälaren in future climates. In addition to this possible future expansion of the lake discharge though the sluice gates in order to keep water levels below limits set by the water decree and to prevent flooding of the shoreline were discussed.

The aim of this master?s thesis is to examine how libraries can organize their collections in terms of library shelving and displays and to what extent these activities stem from a desire to create a user-friendly library. The thesis is based upon a case study of Arkenbiblioteket in Sweden and the material consists of a literature study and qualitative, semi-structured interviews with three librarians at Arkenbiblioteket. The theoretical framework consists of theories on information-seeking behavior, classification and displays. These theories form the basis of the analysis of the empirical material.The main reason for the changes in shelf arrangement at Arkenbiblioteket was a desire among the library staff to create a user-friendly library.

The purpose of this literature review was to find common factors for the persons who predispose to eating disorders. These factors shall help the nurse to recognise early signs of eating disorder behaviors. The literature review is directed to the nurse and will answer the issue: Which groups in the community run the risk of developing eating disorders? Furthermore, this knowledge shall lead to a better understanding of persons having eating disorders and be used as an aid in his/her encounter with these patients. The method was a literature review based on eight scientific articles, which were interpreted on the basis of the competence of the nurse.

The purpose of this paper has been to identify which modern search functions user of Smartphones are using, why just these functions are being used, and how they have affected the way users acquire information. Modern search functions in this paper means searches that are not based on text, i.e. ways to search for information by other means than writing something into a search field. To identify this, two studies were conducted, one with a questionnaire being distributed with the help of Google Docs through social networks, and one with four interviews with users of modern search functions for Smartphones. The study showed that even though 76 % of Smartphone users are aware of at least one modern search function, only 29% uses one on a regular basis.

The main aim of this study is to examine the development policies of Sweden and the European Union from a postcolonial perspective. Sweden and the European Union are increasingly coming to be viewed as normative powers rather than military powers. So how does the colonial past of the western societies affect the policies of today? Are there any signs of the power structures of the past, and if so, how are these power structures manifested in the development policies of today? Since both Sweden and the European Union have come to be viewed as normative powers they are compared with each other to highlight their similarities and differences. The results of the study shows that both Sweden and the European Union can be seen as carriers of western values and interests.

Since the beginning of the 1900s Sweden has had laws and rules governing the ownership of agricultural and forest land. The foundations of the current Land Ownership Law, ?Jordförvärvslagen 1979:230(JFL)?, are from 1979. The most recent review and adaptation of the law occurred in 2005. Its main purpose is to prevent a passive ownership of land in Sweden and to ensure that the land is actively worked.

This scientific essay starts in a story where you get to follow me in my work by three situations with creative problem behavior at the special school where I work. The story culminates in a dilemma where I ask myself questions about how I look at my actions and my thoughts about the student. I break down and put these thoughts into three questions: What is my student's perspective and how will it affect my actions? How can I explain my actions and attitude of the student from ethical perspective? How do my practical knowledge look like in the narrative situations and why do I act like I do?My approach is to get answers to the questions by the reflection of the text itself, the reflection group and supervisors, as well as through literature that I find relevant to the issues. The process is like a pendulum motion between text, reflection and new understanding.I look at my situations based on psychological theories about the treatment of persons within the autism spectrum of problems creative behavior.

In Sweden, prostitution is politically defined as a social problem, more precisely, as a form of male violence against women. The definition is distinctly manifested in the government bill Kvinnofrid, characterised by the unique Swedish law that prohibits the purchase of sexual services.This thesis examines how the Swedish solutions of prostitution are carried out. By interviewing central actors working with prostitution in different ways we aim to answer the question: What measures are taken to decrease prostitution and what implications does the Swedish solution have?The analysis is divided into two parts. First, we analyse the concrete measures taken against prostitution ? what is done, how, and why? Second, we analyse the complexity of prostitution measures by applying complementary analytical perspectives: the symbolic and the discourse perspective.The study shows that measures taken to decrease prostitution vary and depend on individual actors? understandings of the political definition.

The world economy of today is in an extensive financial crisis which has lead to the fact that people seek well placed investments and securing of capital, something that by many people can be found in forest investment. The price of forest estates has increased with 90 % during the last 5 years and marketing polls indicate a positive belief in the future among forest owners. The development of timber prices has not increased to the same extent as the forest property prices which implies that the property price not only reflect the yield value from the forest but also that the lumber value does not have such a meaningful role in the pricing of forest properties as proven earlier. This fact means that forest owners either invest their capital in forest in a speculative point of view or that the purchasers of forest properties invests in non monetary benefits that lacks a direct yield value. The purpose with this degree thesis is to increase the understanding of the pricing of forest properties with focus on the above mentioned fact.