El uso de la técnica del brand placement en las películas de ficción, durante los últimos años, el cual, a tenido una mejor valoración por parte de los profesionales de la publicidad y marketing (Nagar, 2016). El saber si es que los elementos que posee esta nueva técnica que se utiliza en las películas de ficción son percibidos por el consumidor y asociados a la imagen de marca. Debido a que consideran que es una inversión mucho más efectiva que las demás, prefieren desarrollar historias que conecten con el consumidor durante largo tiempo (Lorán, 2016). El objetivo general de este artículo es analizar si la percepción de los espectadores de los elementos del brand placement en las películas de ficción se asocian a la imagen de marca. Este se buscará alcanzar por medio de la metodología basado en un enfoque cualitativo y a través de la realización entrevistas personales como técnica de campo, de 5 a 10 jóvenes entre hombres y mujeres de 18 a 25 años, que les gusta ver películas de ficción, de un nivel socioeconómico A y B de Lima Metropolitana, utilizando como herramientas guías de indagación semiestructuradas. / The use of the brand placement technique in fiction films, in recent years, which has had a better evaluation by advertising and marketing professionals (Nagar, 2016). El uso de la técnica del brand placement en las películas de ficción, durante los últimos años, el cual, a tenido una mejor valoración por parte de los profesionales de la publicidad y marketing (Nagar, 2016). Knowing whether the elements of this new technique used in fiction films are perceived by the consumer and associated with the brand image. Because they consider it to be a much more effective investment than the others, they prefer to develop stories that connect with the consumer for a long time (Lorán, 2016). The general objective of this article is to analyze whether the viewers perception of the elements of brand placement in fictional films are associated with the brand image. This will be achieved through a methodology based on qualitative approach and through personal interviews, as a field technique, of 5 to 10 young people between men and women between 18 and 25 years old, who like to watch fiction films, of a socioeconomic level A and B of Metropolitan Lima, using semi-structured inquiry guides as tools. / Trabajo de investigación

In a competitive environment, ensuring to provide high quality can be considered as one of the key objectives of the organizations. For guaranteeing that, the firms should communicate efficiently regarding quality, in order to influence the consumers´ perception towards quality. A high perception of quality requires a strong brand, which should guide the consumers in their choice and let them to refuse the competitors. Among the different strategies that can be put in place by the firms, co-branding is a joint strategy that is trying to combine the value of both brands in a synergy effect. Ingredient branding is a type of branding that entails the use of a component from one brand in a product of another brand, moreover these stimuli that are influencing the consumers´ behaviour. This stimulus will impact the quality perception of the brand and the consumers´ willingness of choosing the brand, therefore the brand would be preferred to other brands and make the consumer be loyal to the host brand. This study was conducted by employing a quantitative approach based on an experimental design with a focus on the automotive industry. A survey was distributed among students and young professionals, which are considered as actual or prospective car buyers. A total of 116 responses contributed to the sample of this research. The findings show that an ingredient brand with high perceived quality can increase the perceived quality of the host brand and that the increased quality of the host brand can lead to brand loyalty.

Studiens syfte är att utifrån ett marknadsföringsperspektiv analysera hur ett väletablerat premiumvarumärkes omprofilering kan samverka med fenomenet påverkarmarknadsföring. Analysen ska belysa hur en sådan samverkan kan utformas för att skapa konkurrenskraftighet på marknaden, samt undersöka dess möjligheter och risker. Metod: Studien är av kvalitativ karaktär och utfördes med en induktiv ansats genom en fallstudie. Primärdata samlades in utifrån sex stycken semistrukturerade intervjuer och kompletterades sedan med sekundärdata. Det empiriska materialet analyserades genom tematisering för att nå en slutsats. Teoretiska perspektiv: Till grund för studien ligger omprofilering samt dess koppling till varumärkesidentitet. Den förklarar hur ett företag strategiskt bör utforma processen samt hur det kommer att påverka den interna verksamheten. Vidare har studien även en teoretiskt utgångspunkt i hur digitala kanaler och påverkarmarknadsföring kan inverka på konsumenters beteende samt uppfattnings-formation. Empiri: Valet av studieobjekt föll på Baum und Pferdgarten A/S. Företaget är ett väletablerat modehus i Danmark, och har varit aktivt på marknaden i 20 år. I empirin redovisas materialet från den insamlade primär- och sekundärdatan. Fokus ligger på att analysera verksamhetens fas av omprofilering samt hur de strategiskt genom processen planerar arbeta med sociala medier och påverkarmarknadsföring. Slutsats: Studiens slutsatser visade på flertalet tillvägagångssätt där möjligheter samt risker kunde identifieras vid omprofilering genom påverkarmarknadsföring. Slutsatserna samlades under fyra kategorier som kunde sammanfattas; en marknadsföringsstrategi som genererar mät- och spårbart resultat, en ökad mångfald inom varumärkets målgrupp, möjligheter till ett genererat mervärde i relationen mellan företag och influerare, samt möjligheten att arbeta med obetald sponsring. Vid utformningen av påverkarmarknadsföring som huvudsaklig marknadsföringsstrategi, belystes kombinationen mellan ett kontinuerligt analytiskt arbete kring influerare och en fördjupad kunskap kring företagets målgrupp. Vidare identifierades även en begränsning för omprofilering genom påverkarmarknadsföring vid konsumenters ökande krav kring hög variation i bildmaterialet, samt en snabbare typ av kommunikation på sociala medier och digitala kanaler. / The purpose of the study is to analyse, from a marketing perspective, how a wellestablished premium brand's rebranding process can interact with the phenomenon called influencer marketing. The analysis will shed light on how such a united action can bedesigned to create competitiveness on the market, as well as examine its possibilities and risks. Methodology: The study is of qualitative character and was executed with an inductiveapproach through a case study. The primary data was collected from six semi-structuredinterviews and was supplemented, where necessary, by secondary data. The empirical datawas analysed by the help of thematisation in order to reach a conclusion. Theoretical perspectives: The theoretical perspective of the study is based on rebranding andits connection to brand identity. It explains how a company strategically should design the process, and how it will affect the internal business. Furthermore, the study is also based on atheoretical gate about how digital channels and influencer marketing can affect consumerbehaviour and their formation of perception. Empirical foundation: The choice of study object fell on Baum und Pferdgarten A/S. Thecompany is a well-established fashion house in Denmark, and has been active on the marketfor 20 years. In the empirical data section, primary and secondary data are presented in detail. The focus lies on analysing the company's rebranding process and how they through this strategically plan to work with social media and influencer marketing. Conclusion: The study concludes several approaches where both possibilities and risks couldbe identified, when rebranding through influencer marketing. The conclusions were gathered in four categories, which summarise; a marketing strategy that generates measurable and traceable results, increased diversity within the brand's target group, possibilities in an added value around the relationship between company and influencer, and the possibility to work with unpaid sponsorships. When developing influencer marketing as a main strategy, the combination of an continuous analytical work around influencers and a deeper knowledge of the company's target group was highlighted. Furthermore, a limitation within rebranding through influencer marketing was also identified in consumers increasing demand for high variation in image material as well as a faster type of communication on social mediaplatforms and other digital channels.

The adaptation of marketing has led brands to connect with the clients through the usage of theiremotions, understanding the joy or sadness an element can create in a customer, which increasesthe possibility of a recognized experience.To analyze the effects that emotions can create in customers, the usage of Duolingo’s case studywas implemented, the understanding of their new strategy used on TikTok, allowed this studyto analyze the results of such adaptations in generation Z, as the main target through the TikTokplatform.Interviews were used in this study to collect data from the public and understand the value ofemotional marketing to make buying decisions.The conclusion of this thesis resulted in the lack of development that Duolingo’s emotionalmarketing has to this day, due to missing information about the brand and the product. Thisthesis identified that the results are between positive and negative depending on the backgroundfrom the customer, since those having previous knowledge about the company appreciate betterthe usage of joy or sadness, different from users that were not able to identify the company.This analysis aims to help other companies that are looking to adapt through social media, byunderstanding how their competitor have done previous marketing campaigns, teaching themto not repeat the same mistakes.

This dissertation aims to address the research gap which was evident on the apparel industry. The authors identified that additional research is required on how corporate identity influences the designing of a brand image on apparel industry. In order to address the gap the authors first formed a research model based on literature review or secondary data. Later on, primary data was collected through qualitative research method from 14 garments companies in Pakistan. Moreover, the primary data and secondary data was synthesized in order to analyze and conclude the research.The finding shows that the communication is a main issue when forming the brand image and it must be in line with the corporate identity in order to form a successful brand.

Aim: The study aims to explore the process of service recovery, its transformation into a marketing tool and identifying the outcomes of the tool to the organizations. Methodology: The research employed a qualitative methodology with an inductive approach. Data collection was carried out via semi-structured interviews with participants from four organizations in Stockholm City. The analysis involved the use of questions based on the main concepts derived from the literature and manual coding scheme to identify new themes. Findings & Conclusion: Service recovery is a powerful marketing tool that can benefit organizations in various ways. By implementing effective strategies such as employee training, transparency, multiple service recovery options, and process improvement, organizations can turn service failures into opportunities. The outcomes of using service recovery as a marketing tool include customer retention and repeat purchases, positive word-of-mouth marketing, confidence and trust, building customer relationships, competitive advantage, and business growth and sustainability. The findings of the study highlight the critical importance of service recovery in marketing for customer retention and acquisition. Limitations and recommendations for further research: While this study provides valuable insights into how organizations can use service recovery as a marketing tool, further research is needed to understand its impact from a customer’s perspective and to broaden the scope of industries and geographic locations studied. Further research is also suggested to compare the performance of organizations that prioritize service recovery in marketing with those that don’t and to conduct a comparative analysis with other marketing tools. Also, exploring additional theories and concepts could provide a more comprehensive understanding of the topic.

Background: Subjective-well being is an increasingly important concept within consumer research. Previous studies have thus far shown the capability of brand image and other types of image to influence separate components of subjective well-being, mainly life satisfaction, positive and negative affect. This phenomenon is relevant not least in terms of green branding, as environmentally sustainable behaviour has been shown to also influence certain components of subjective well-being. The study focuses on resolving a theoretical gap in which subjective well-being as a phenomenon with all three of its components has not yet been studied, while recognising the importance of subjective well-being for consumers.  Purpose: The purpose of this research is to explore how consumers' subjective well-being can be influenced by a green brand image Method: In order to explore the field properly a qualitative nature was adopted. The qualitative material was thereafter gained through 16 semi structured interviews. To capture the essence of the empirical material the paper implemented a coding method inspired by grounded theory. The resulting categories and concepts were used in the analysis of the empirical material.   Findings: The main findings brought forth by this study showcase that green brand image is able to positively influence subjective well-being, through its positive impact on life satisfaction and its components, as well as through eliciting positive affect while minimising negative affect within the context of engaging with brands that present a green image. These findings have both theoretical and practical implications further discussed.  Conclusion: In concluding remarks this paper discovered that a green brand image could influence consumer Subjective well-being due to altruism and self-image.

Purpose                                                           The primary objective of this study is to make     theoretical advancements and practical insights for companies aiming to strengthen  enhance their brand image through the implementation of CSR initiatives..   Background                                                   CSR entails committing to ethical conduct and  sustainability, taking steps to minimize societal and environmental impacts caused by a company’s operations. Nowadays, companies are expected to demonstrate their values and prioritize actions that address economic, environmental and social needs. Consumers evaluate brands not only based on product functionality but also emotional and social attributes associated with the brand.  CSR can help businesses retain existing customers and attract new ones.    Design/Methodology/approach                The qualitative single case study focuses on IKEA and its CSR initiatives incorporating feedback from customers. The study employs abductive reasoning and utilizes semi-structured interviews as the primary research method.  Both  primary and secondary data sources are  used to conduct this study, providing a comprehensive view of IKEA’s CSR efforts and their effect on customer perceptions.    Findings   The findings from the study on IKEA’s CSR initiatives reveal a range of attitudes and perceptions among consumers. While some value and prioritize ethical and socially responsible practices when choosing a brand, others prioritize factors such as price, quality and convenience.

Whilst gender equality has moved forward in recent years in Scandinavian countries like Norway and Sweden, there are still significant financial gaps between the genders. According to several scholars, women tend to invest less than men, which leads to consequences such as women having less financial capital wealth and lower pensions. The perception of investing and the banking and financial industry are still perceived as male-dominated by society. Linked to societal perceptions, advertisements have been discussed to influence consumers' perceptions of norms and stereotypes in society. Femvertising is a recently emerged advertising concept that empowers women and challenges concurrent norms and stereotypes about the female gender in society. Furthermore, organizations taking a stance for a social cause through advertisements has become a trend in recent years, where brand activism has been encountered in the context. However, taking a stance for a social issue can be a risky action from a brand, as corporations jeopardize harming their brand image if consumers do not appreciate the message they are trying to communicate.  The academic research on femvertising in the context of male-dominated industries has been surprisingly scarce, where previous scholars suggest further studies in this context is needed. Little to no research has investigated the usage of femvertising in advertisements for the banking industry, nor its influence on female consumers and their image of the brand. This study’s purpose is to investigate how the commercial bank DNB's use of femvertising influences female consumers and their image of the brand. We aim to fill the discovered research gap through studying a Norwegian bank that tries to empower women and take a stand in their advertisements for financial gender equality. For that reason, semi-structured interviews were conducted with one manager from the Norwegian bank DNB and nine female consumers with a solid connection to Norway. The manager from DNB was chosen for his expertise and knowledge of the bank’s campaign #huninvesterer. The other respondents were purposely sampled based on their female gender and strong connection to Norway, as we wanted respondents who already knew of DNB from before the interviews.  The thematic analysis presented several similarities between the female respondents' perception of DNB’s brand image and the manager’s description of the bank’s desired brand identity. The use of femvertising was mostly perceived as something positive and inspiring due to its empowering elements and challenging of female stereotypes, presenting a diversity of women, but had downsides of being too female focused, where several female respondents expressed certain skepticism to the campaign’s exclusive focus on women. In common for all respondents was how they perceived the bank’s stand on the socio-political issue as eligible for a large bank. The overall opinion of the influential effect on the bank’s brand image was suggested to be strengthened, although the results varied to a certain extent.  The study provides requested empirical data and better knowledge and understanding of femvertising used in a male-dominated industry. Nevertheless, further studies are needed to nuance the results as the perspectives of males and a more diverse age span among females could enrich the findings of this thesis.

Abstract Date:                         2023-05-30 Level:                        Master Thesis in Business Administration, 15 HP Institution:                School of Business, Society and Engineering, Mälardalen University  Authors:                    Omar Khalafallah, Semhar Weldesylasie  Title:                          The Impact of Corporate Social Responsibility Diversity Equity and Inclusion efforts on Brand Image. Supervisor:                Rana Mostaghel Keywords:                  CSR, corporate social responsibility, diversity, equity and inclusion, trust, commitment, brand image.  Research Questions:  To what extent are Swedish companies' CSR DEI efforts impacting brand image?What is the relationship between CSR DEI efforts and the trust of the brand? What is the relationship between CSR DEI efforts and commitment to the brand? Purpose:                     The purpose of this study is to understand to what extent Swedish multinationals corporate social responsibility efforts related to diversity, equity and inclusion impact brand image. Secondarily the study aims to also measure to what    extent do those diversity equity and inclusion efforts affect commitment to, and trust of the brand.   Method:                      The study is based on mixed method research, with a primary focus on the quantitative approach. Secondary data has been used as complementary qualitative data.   Conclusion:                 The results of the study has shown that companies CSR DEI efforts are an effective contributor to positive brand image. Consumers are increasingly more aware of social issues and have shown a preference to those brands that have corporate social responsibility measures. Furthermore, the study shows that CSR DEI initiatives have a positive impact on consumers' trust. However, the study found that commitment has no significant impact on brand image.