The technological development and increasing popularity for integrated multichannel solutions constitutes both severe opportunities and challenges for todays' and tomorrows' retailers. On the account of consumers leaving traces when using digital channels and the technological development enabling retailers to use this information to create relevant offers, goal-congruity is relevant to apply in the multichannel shopping context. Based upon previous research on goal congruity and channel integration, our main purpose in this study is to increase the understanding for how congruity in an offer increases the intention to redeem the offer. Several studies focus on and contrast the product characteristics hedonic and utilitarian. However, it has been stated that it is crucial that research also examines the difference in target audience, buying situation and as examined in this study: buying decision process.

The gender theory of Judith Butler is based on both philosophical and psychoanalytic notions of the self. Although greatly inspired by both early and contemporary psychoanalytic thinking, Butler has also questioned some of its core notions such as the meaning of gender complementarity and conceptions of desire. In a dialogue in Studies in Gender and Sexuality she discusses these and other theoretical and ethical issues with the influential psychoanalyst and gender theorist Jessica Benjamin. The exchange is a unique example of an attempt at dialogue and theoretical reflection between a prominent contemporary gender theorist and psychoanalyst. It reveals disagreements and theoretical difficulties I will show to be directly attributable to radical differences between Butler's and Benjamin's conceptions of the self.

 Bakgrund: Män har genom historien dominerat på arbetsmarknadens chefspositioner och därmed utformat chefskapets innehåll. Chefskapet är sammankopplat med agentic attribut som anses "manliga". Hur kvinnor hanterar sitt chefskap har mest studerats vid mansdominerade arbetsplatser där kvinnan är avvikare. Det finns en kunskapslucka i forskningen när det gäller kvinnors sätt att hantera chefskapet vid en kvinnodominerad arbetsplats där kvinnan är normen.Syfte: Syftet var att studera hur kvinnliga chefer vid kvinnodominerade arbetsplatser uttalar sig om manliga och kvinnliga egenskaper i sitt chefskap.Metod: Studien har en kvalitativ ansats där sex semistrukturerade intervjuer gjorts med kvinnliga chefer inom den offentliga sektorn. Intervjuerna har spelats in och transkriberats och analyserats med tematisk analysmetod som tolkats med social role theoy, role congruity theory .

The thesis provides with the broad overview about the consumer awareness of the gender dimension within brand personalities. The research contributes to branding theory and gender studies and demonstrates that consumer gender influences does not influence the perceived brand personality gender. However, it also shows that consumers prefer brands with a clear gender, but not necessarily the same gendered brands..

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.