The purpose of the study is to explain whether the introduction of a new and different brand by means of a brand extension affects consumers? perceptions of the product category that the brand is launched in. An experiment was carried out to study the following aspects: associations and constellations of associations to the product category, interest, perceived variation, and the perceived similarity with the category from which the brands were extended. In the study, brand breadth in the original product category was used as moderating variable. Aspects found to be affected by the brand extensions were associations to the product category, the constellations of these associations and the perceived similarity with the category from which the brands were extended.

This thesis examines the possible beneficial effects of a temporary cooperation between a national brand and a private brand. The main hypothesis suggests that if a national brand wants to make a category extension to a remote product category, it should be able to decrease its risk by affiliating itself with a private brand. The national brand should through such a brand alliance be able to borrow some of the flexible characteristics that a private brand possesses to increase its associations with the new category. The survey consisted of 800 questionnaires with different cooperations between a private brand (ICA) and two national brands (Tropicana and Bravo). These were handed out to students in the universities of Stockholm.

This paper quantitatively examines the effects of marketing brands within the same product category and the same brand portfolio jointly. We have chosen to call this type of marketing category advertising. The results of the study show that category advertising leads to increased brand awareness within the category, which is particularly important for brands within less salient subcategories. For strong brands however, category advertising leads to lower purchase intentions, an effect which could potentially be moderated by focusing the advertisement on the complementary nature of the products combined with promotional elements. The study also shows that there is no difference between advertising products jointly and separately when it comes to brand attitude, category attitude, typicality, brand purchase intention for weak brands and category purchase intention.

Private label introductions have been increasing in recent years. The main reason for this is that private labels increase the retailer's profits in the category. The purpose of this study is to examine how a private label introduction affects the category's performance. This study was conducted by studying the category's performance before and after the introduction, two categories are examined. Data have been collected at a Swedish retailer and consists of 38 stores, all located in Sweden and within the same store profile..

The way society categorize different people into groups is problematic in the sense that the categorization can seem stigmatizing and have social consequences for those being categorized. Immigrants are one of those problematic categories.The following essay studies this categorization of ?immigrants? based on a governmental investigation of structural discrimination that took place in 2002-2008. The aim is to study the use of the category ?immigrant? and the consequences that follows such a categorization.

Schizophrenia can cause symptoms such as auditory hallucinations, delusions, emotional blunting, apathy and lack of motivation. These result in a diminished ability to participate in daily activities and bring the client group into the domain of occupational therapists. The purpose of this literature review is to compile the latest findings in occupational therapy interventions for individuals with schizophrenia. Furthermore guidance regarding the utility of the interventions will be given based on the author?s assessment of the evidence in the 22 articles included.

Research on the power of customer involvement, and in particular recommendation is very resourceful. Many studies have mapped the reasons for why customers are willing to recommend, however they often ignore potential differences among brands and how that may affect these reasons. This study is built on a quantitative survey investigating how consumers interact with brands, depending on category affiliation. The categories used were Bhat and Reddy's symbolic and functional, consisting of three brands respectively where each brand represented a different product type.The evolvement of social media has also transformed the platform of recommendation from physical to virtual and changed the way people connect. Thus, taking the investigation further, potential differences between symbolic and functional brands was tested in different social media platforms.

This paper studies patterns of consumption within a product category. Using make-up as a base for the study, we applied the Mokken Scale to examine if consumers follow a hierarchical pattern when buying items within the product category. Based on a survey of 250 female respondents, we establish a hierarchic scale for consumption. Assuming generally accepted attributes for determining physical attractiveness, the results of the Mokken Scale study were cross referenced with a survey among 200 male and female respondents. Students were asked to evaluate pictures of a model using different combinations of make-up, i.e.

Syfte: Syftet med vår magisteruppsats är att utreda hur involverade parter idag inom dagligvarubranschen i Sverige upplever Category Management. Syftet är även att belysa implikationer samt potentialer inom ramen för Category Management inom den svenska dagligvarubranschen. Metod: Vi har arbetat utifrån kvalitativ metod och genomfört både personliga intervjuer samt telefonintervjuer. Vårt empiriska material har därefter varit underlag vid den teoretiska kopplingen. Empiri: Vi har utfört personliga intervjuer med involverade aktörer inom den svenska dagligvarubranschen.

In 1992, the European Union began institutionalizing the cooperation against terrorism within the EU structure. Since then, this cooperation has gone through a number of changes. From a historical institutionalistic point of departure we explain these changes by identifying sources of institutional resilience and institutional change. Based on these results, we were able to pose hypotheses of when and what category of change was most likely to take place.The results show that the cooperation against terrorism within the EU was most likely to remain stable because of strong sources of institutional resilience. If change would occur through an increase in the sources of institutional change, it was most likely to be of a less extensive category.

Almost every day newspapers cover companies and brands in crisis. This should worry companies as negative publicity has been shown to have a great influence on consumer perceptions on brands. In addition, brand crises have been shown to be contagious, meaning that they also affect consumers? views on other similar brands. This study aims to investigate spill-over effects of one brand crisis to another within a product category.

Attitudes towards violence were assessed using both implicit (The Single Category Implicit Association Test; Karpinski & Steinman, 2006) and explicit measurements (a Feeling Thermometer). A group of criminals showed more positive explicit and implicit attitudes towards violence than a group of non-criminals. In addition, The Aggression Questionnaire (Buss & Perry, 1992) revealed significant differences in aggression between the groups; criminals' mean scores were higher on all four subscales (physical aggression, verbal aggression, anger and hostility). Furthermore, significant correlations were found between all the measures, including the implicit and explicit attitude measures. The findings support the validity of the SC-IAT as an implicit measure of violent attitudes.

Schizophrenia can cause symptoms such as auditory hallucinations, delusions, emotional blunting, apathy and lack of motivation. These result in a diminished ability to participate in daily activities and bring the client group into the domain of occupational therapists. The purpose of this literature review is to compile the latest findings in occupational therapy interventions for individuals with schizophrenia. Furthermore guidance regarding the utility of the interventions will be given based on the author?s assessment of the evidence in the 22 articles included.

Private labels have been increasing a lot during the last 30 years. The reason is great margins and it also works as an aid to build a store's brand. The problem is that private labels take market shares from national brands. Retailers need to have a good mix between these products and adopting category management without being influenced by opportunism, which can lower the profitability of a category. The purpose of this study is to examine and describe how private labels are prioritized in the category edible fat.

There is a tough competition in food-stores these days. Storeowners have been forced to try something new to attract customers. One way to accomplish that is to add private labels to the assortment. There are several benefits with these labels; its higher margins for this type of brand and the brand can also strengthen the stores image in the customers mind. When private labels first entered the market, the customer had a relatively low attitude towards the brands.