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.

Background: Female circumcision or female genital mutilation is a tradition that is carried out mainly in Africa. The intervention refers to that part of- or all of the girl?s external genital organs are removed. Aim: The study's purpose was to highlight the consequences of female circumcision in the encounter with western health care.Method: A systematic literature reviews was performed as a method. Twelve articles were selected for the study and these were sought in Chinal, PubMed and PsycINFO. Analysis and interpretation was done according to qualitative content analysis, inspired by Lundman and Granheim.

AimThe aim of this study was to try to understand youngsters and their attitude to alcohol in the countryside and in a large city. The questions at issue have been: How do youngsters from the countryside, who drink, and do not drink alcohol, view the school- family- and friendsituation? How do youngsters from a large city, who drink, and do not drink alcohol, view the school- family- and friendsituation? Can we understand youths? attitude to alcohol on basis of the factors: School, family and friends? Are there any differences and similarities?MethodInterviews have been implemented with four youngsters in a large city and in the countryside. To gain as much as possible from the interviews a questionnaire was distributed to two classes in year nine in the countryside, and one class in the large city. The interview material was analysed on the basis from earlier research and two theoretical models.ResultsAccording to the youngsters that drink, both in the countryside and the large city, the most common view in school was that high demands are put on the youngsters and that they should study more then they do.

This study explores how consumers' attitudes and intentions-to-buy towards an atypical product can be influenced by the presentation of the product and consumers shopping goals. Moreover, another product, which was shown together with the atypical piece, was analyzed in order to investigate context effects. The aim of the study is to provide insights into a rather unexplored subject and help retailers in presenting their assortment in a way which will create a better perception and intention-to-buy towards the assortment. The study was conducted with the help of two studies, the first one aimed to find an atypical item and to see how attitudes could be affected by differences in presentation by comparing it with a typical item within the same category. The second study used the identified atypical piece in order to see the how attitude and intention-to-buy could be altered by presentation and consumer shopping goals.

Background: Encounters between patient and health care have been shortened and fragmented. Times when the patient is in the continuum of care is related to how well the patient feels confirmed in the meeting with his/her carers. Aim : The aim of this study is to highlight skills that nurses use to provide good care relationships with patients in the ambulance and emergency room. Method: A literature review was done. Search for articles was conducted in the databases Cinahl and Pubmed.

Background: Studies show that unsolved contact tracing of chlamydia increase in Uppsala County. Research shows that the meeting between patient and caregiver, when performing a contact tracing, may be crucial to the outcome of contact tracing. Objective: The aim of the study was to investigate how midwives describe the encounter with the patient during contact tracing in youth clinics in Uppsala County Council. Methods: A qualitative approach with semi- structured interviews was used to collect data. Nine midwives of varying age and work experience from seven different youth clinics in Uppsala County Council were interviewed.

Information ska ses som en integrerad del i god omvårdnad av den patient som befinner sig i det akuta skedet av en hjärtinfarkt och är en förutsättning för en god vård. Sjuksköterskans bemötande och kommunikation är en viktig del i omvårdnaden av patienten. Det är av betydelse att sjuksköterskan har en förmåga att förmedla kunskap, förståelse under de stressade förhållanden som ibland kan råda på en akutmottagning. På så sätt ges förutsättningar för att patienten att kunna vara delaktig och ha inflytande över sin egen vård och behandling. Syftet med studien är att belysa informationens betydelse för patienten i den akuta fasen av en hjärtinfarkt.

Syftet med föreliggande studie var att beskriva erfarna sjuksköterskors reflektioner om hur deuppnår ett gott bemötande av patienter. Studien hade en beskrivande design och genomfördes somen semistrukturerad intervjustudie. Sex erfarna sjuksköterskor verksamma inom somatiskavuxenvården intervjuades. Materialet analyserades med kvalitativ innehållsanalys. Resultatet avdenna studie visar att sjuksköterskan vill skapa en öppen atmosfär.

The health care formulation of the principle of autonomy can be expressed as follows; ?you shall not treat a patient without the informed consent of the patient, or his or her lawfulsurrogate, except in narrowly defined emergencies?. The principle of beneficence refers to a moral obligation to act for the benefit of others. In heath care, the good or benefit in question is the restoration of the health of the patient. In fulfilling this obligation of beneficence, the physician sometimes intentionally overrides the patient?s preferences or actions for the purpose of benefiting the patient.

This essay is a comparison according to the ideological thoughts about womens position in the society of Mao Zedong och Josef Stalin. The material I have analysed is writings by Mao and Stalin, in a wide range from leaflets to orders to the armies of the states of China and the Soviet Union. The method I have used is an ideological analysis where the attitude towards women is the target for my survey. The attitude towards women generally was not unified in the world during the time for Mao and Stalin. In many countries the women was intended to take care of the children and the home, not be active in working and fighting.

Bakgrund: Övervikt är ett tilltagande problem med sjukskrivningar som leder till ökade kostnader i samhället. Sjuksköterskor kommer ibland i kontakt med patienter med övervikt i olika vårdsammanhang. För att kunna hjälpa patienter med övervikt bör sjuksköterskor använda sig av en attityd utan att kränka patienten. Syfte: Syftet med studien var att undersöka sjuksköterskors attityder till patienter med övervikt inom sjukvården. Metod: Studien genomfo?rdes som en litteraturstudie och baserades pa? tolv vetenskapliga artiklar varav åtta kvantitativa och fyra kvalitativa studier.

Since the first of July 2010, military training in Sweden is no longer mandatory. Ever since then the Swedish Armed Forces have needed to attract people interested in serving as soldiers, in new ways. The campaigns for doing so have been much debated and discussed in Swedish media. This thesis tests how an increased presence of guilt and belongingness in the Swedish Armed Forces recruitment campaigns affects young people - how their attitude toward the Swedish Armed Forces possibly changes as well as their intention of applying to military training. Guilt and belongingness were chosen for several reasons.

This work has been to find out what attitude the boys have towards dancing. To gather material conducted interviews with four boys from Sweden and four boys from South Africa to examine the boy?s attitude towards dancing. I wanted answers if the gender, culture or generation has an effect on the boys' attitude to dance. Two interviews were made with a teacher in Sweden and one in South Africa, which had responsibility for dance lessons at the school.

De senaste 20 åren har det skett en ökning av självmordsförsök i Sverige och varje år dör nästan 1 miljon människor i världen på grund av självmord. En stor andel av dessa personer har tidigare varit i kontakt med somatiska vården på grund av självmordsproblematik. Enligt Ida Jean Orlandos interaktionsteori reagerar sjuksköterskan känslomässigt i mötet med patienten och agerar utifrån denna känsla, vilket har en direkt påverkan på bemötandet. Syftet med arbetet var att undersöka sjuksköterskors bemötande av personer som försökt ta sitt liv med utgångspunkt från sjuksköterskan. Arbetet var en litteraturöversikt som grundades på 13 artiklar som granskats enligt Röda Korsets granskningsmall.

Objective: 1.4 million people in Sweden state that they are having problems with hearing and the majority havehad no contact with the hearing rehabilitation services. To have a hearing loss seems to be associated withseveral negative attributes. This could be due to bad attitude and insufficient knowledge on hearing loss intoday?s society.Purpose: The purpose with this study was to map the adult populations attitude towards hearing loss and selfratedknowledge of hearing with a survey.Methods: A web survey was made for this study. An official link to the survey was shared from two Facebookaccounts to a total of 997 contacts and a total of 247 responses were collected.Results: The majority of the respondents have estimated their general knowledge of hearing to fairly extensivefollowed by very small.