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Bankbranschen börjar bli mer dynamisk och digitaliserad, vilket har bidragit till att konsumenter lättare kan bli kund hos flera banker. Med 124 banker på marknaden börjar hårdare konkurrens bildas, och tidigare forskning visar på att en kreativ marknadsföring är ett bra sätt att differentiera sig, skapa förtroende och öka kundintentioner. Syftet med studien är att undersöka om en kreativ marknadsföring ökar konsumenters förtroende och kundintentioner i bankbranschen. För att besvara syftet skapades två banklogotyper av en fiktiv bank, en mer kreativ logotyp och en mer traditionell logotyp. Logotyperna lades sedan in i två enkäter, vilka skickades ut till två olika grupper av respondenter.  Studien har en abduktiv ansats och en kvantitativ metod. För att besvara syftet användes förtroende som mediator mellan marknadsföringssätt och kundintentioner (word of mouth, share of wallet och villighet att bli kund), och kön användes som en moderator mellan marknadsföringssätt och förtroende. Studien resulterade i att den mer traditionella logotypen, jämfört med den mer kreativa logotypen, ökade förtroendet till den fiktiva banken vilket i sin tur ledde till ökad kundintention. Modereringen med kön visade att det fanns signifikanta skillnader i män och kvinnors attityd till kreativiteten i logotypen. Män visade sig reagera mer negativt på den kreativa logotypen än kvinnor. Medieringsanalysen resulterade i en full mediering till word of mouth samt share of wallet, och i en partiell mediering till villighet att bli kund. Slutsatsen är att en mindre kreativ marknadsföring är att föredra i bankbranschen samt att förtroende är en viktig del i bankers framgång. / The banking industry is beginning to become more dynamic and digital, which has contributed to  consumers being able to become customers of several banks more easily. With 124 banks in the market, tougher competition is beginning to form, and previous research shows that creative marketing is a good way to differentiate, create trust, and increase customer intentions. The purpose of the study is to investigate whether creative marketing increases consumer confidence and customer intentions in the banking industry. To answer the purpose, two bank logos were created of a fictitious bank, a more creative logotype, and a more traditional logotype. The two logotypes were used in two different surveys, which were sent out to two different groups of respondents.  The study has an abductive approach and a quantitative method. To answer the purpose, trust was used as a mediator between the marketing method and consumer intentions (word of mouth, share of wallet, and willingness to become a customer), and gender was used as a moderator between the marketing method and trust. The study resulted in the more traditional logotype, compared to the more creative one, increased confidence in the fictitious bank, which led to increased consumer intention. The moderating analysis showed significant differences in men ́s and women ́s attitudes towards the level of creativity in the logotype. Men were found to react more negatively to the more creative logotype than women. The mediation analysis resulted in full mediation to word of mouth and share of wallet, and in a partial mediation to the willingness to become a customer. The conclusion is that less creative marketing is preferable in the banking industry and that trust is an important part of banks' success.

Forskningsfrågor: Hur har den digitala utvecklingen förändrat gerillamarknadsföringenspåverkan på varumärkeskännedom? Hur har den digitala utvecklingen förändrat gerillamarknadsföringens påverkan påkundengagemang? Syfte: Arbetet syftar till att undersöka hur den digitala utvecklingen påverkatgerillamarknadsföringens förmåga att öka varumärkeskännedom och engagera konsumenter. Metod: Studien tillämpar en kvalitativ forskningsmetod i form av fokusgrupper, för atterhålla en djupare förståelse för ämnet. Vidare används en tematisk analys för att identifieraåterkommande teman och mönster i den insamlade empirin. Slutsats: Studien påvisar en stark koppling mellan digital gerillamarknadsföring ochvarumärkeskännedom. Däremot framstår sambandet mellan digital gerillamarknadsföring ochkundengagemang svagt, på grund av konsumenters inställning till reklam online. Vid starkvarumärkeskännedom kan dock kundengagemang uppkomma i samband med digitalagerillakampanjer. / Research questions: How has digital development changed the impact of guerrilla marketingon brand awareness? How has digital development changed the impact of guerrilla marketing on customerengagement? Purpose: The study aims to explore how digital development has impacted guerrillamarketing's ability to increase brand awareness and engage consumers. Method: The study employs a qualitative research method with focus groups to gain a deeperunderstanding of the subject. Furthermore, thematic analysis is utilized to identify recurringthemes and patterns in the collected empirical data. Conclusion: The study demonstrates a strong correlation between digital guerrilla marketingand brand awareness. However, the relationship between digital guerrilla marketing andcustomer engagement appears to be weak due to consumers' attitude towards onlineadvertisement. Nonetheless, with strong brand awareness, customer engagement may emergein connection with digital guerrilla campaigns.

In this thesis we present and solve selected problems arising from digital geometry and combinatorics on words. We consider digital straight lines and, equivalently, upper mechanical words with positive irrational slopes a<1 and intercept 0. We formulate a continued fraction (CF) based description of their run-hierarchical structure. Paper I gives a theoretical basis for the CF-description of digital lines. We define for each irrational positive slope less than 1 a sequence of digitization parameters which fully specifies the run-hierarchical construction. In Paper II we use the digitization parameters in order to get a description of runs using only integers. We show that the CF-elements of the slopes contain the complete information about the run-hierarchical structure of the line. The index jump function introduced by the author indicates for each positive integer k the index of the CF-element which determines the shape of the digitization runs on level k. In Paper III we present the results for upper mechanical words and compare our CF-based formula with two well-known methods, one of which was formulated by Johann III Bernoulli and proven by Markov, while the second one is known as the standard sequences method. Due to the special treatment of some CF-elements equal to 1 (essential 1's in Paper IV), our method is currently the only one which reflects the run-hierarchical structure of upper mechanical words by analogy to digital lines. In Paper IV we define two equivalence relations on the set of all digital lines with positive irrational slopes a<1. One of them groups into classes all the lines with the same run length on all digitization levels, the second one groups the lines according to the run construction in terms of long and short runs on all levels. We analyse the equivalence classes with respect to minimal and maximal elements. In Paper V we take another look at the equivalence relation defined by run construction, this time independently of the context, which makes the results more general. In Paper VI we define a run-construction encoding operator, by analogy with the well-known run-length encoding operator. We formulate and present a proof of a fixed-point theorem for Sturmian words. We show that in each equivalence class under the relation based on run length on all digitization levels (as defined in Paper IV), there exists exactly one fixed point of the run-construction encoding operator.

台灣有很多的新創公司，產業結構以中小企業為主， 2013年台灣中小企業佔全體企業的97.64%；不可否認的是中小企業是台灣經濟的中流砥柱，也是幫助就業與平均分配所得的要角。然而，有超過三成的新設企業在五年以內結束營業，而經濟部2013年所出版的全球創業觀察台灣年報中的調查表示，新設企業在資金周轉不靈或是資源缺乏的情況下，將難以持續營運企業。 當人們再購買產品或是服務之前，多半傾向會去詢問親友或是熟人的意見，有93%的消費者會上網搜尋口碑意見，且有近53%的消費者會上網評論、分享他們的經驗，而當對於商品或服務滿意時，評論的意願會增加。國內外對於口碑效應的研究不在少數，但研究本身多集中在口碑效應的行程以及消費者行為，較少從企業的觀點出發研究口碑管理，如果能夠深入研究口碑管理的操作細節並能夠為新創事業所運用的話，將能夠大大提升資源效率與公司的存活率。 本研究欲探討的問題有三，1. 新創事業在達到穩定期之前如何促進口碑傳播？再者，促進口碑傳播的行為與其成長階段的關係為何？2. 新創事業在達到穩定期之前如何監視口碑？再者，監視口碑的行為與其成長階段的關係為何？3. 新創事業在達到穩定期之前如何回應口碑？再者，回應口碑的行為與其成長階段的關係為何？ 透過深入訪談新創事業-木酢家，並配合相關次級資料的蒐集與整理，本研究獲得以下結論1.新創事業會透過接觸虛擬和實體世界中不同的人際網絡促進口碑傳播。2. 新創事業口碑監視的重點在於，更詳細的了解消費者行為，以及顧客真正想要的產品。3. 口碑回應是對消費者傳達理念的途徑，新創事業再塑造形象時會納入策略的一部分。 / There are many start-up companies in Taiwan, and therefore made the industrial structure full of small- and medium-sized enterprises (SMEs). In the year of 2013, SMEs account for 97.64% of all the enterprises,and are the mainstay of the employment market andthe economy system in Taiwan. However, the data shows that over 30% of SMEs end up in 5 years, the Global Entrepreneurship Monitor (GEM) from the Ministry of Economic Affairs said that the lack of money and resources are the biggest challenge of running a start-up company. When making the decision of buying products and services, people incline to ask for the opinions from friends or acquaintances. The data shows that 93% of the respondents search word-of-mouth informations on the internet, and 53% of them shared their experiences. The more satisfaction they perceived, the more likely they would share the experience. There were abundance of researches in the past studying word-of-mouth, much of them gave discussions on word-of-mouth effects and consumer behaviors, while only a few studying about word-of-mouth management from the enterprise view of point. Despite the power that word-of-mouth contains, if it can be apply by some of the SMEs, it might enhance the efficiency of utilizing resources. This thesis is going to study three questions: 1. How does a start-up company foster word-of-mouth before the company comes to a stabilizing phase? Moreover, what is the relationship between the word-of-mouth foster activity and the growing phases? 2. How does a start-up company monitor word-of-mouth before the company comes to a stabilizing phase? Moreover, what is the relationship between the word-of-mouth monitor activity and the growing phases? 3. How does a start-up company responds to word-of-mouth before the company comes to a stabilizing phase? Moreover, what is the relationship between the word-of-mouth responding activity and the growing phases? The research findings are describe as following:1. A Start-up company foster word-of-mouth by attaching different virtual and physical social networks. 2. The word-of-mouth monitor activity of a start-up company focuses on the comprehension of consumer behaviors and the consumer needs. 3. The word-of-mouth responding activity is a way to convey the belief of the company, it would be a part of the strategy when a start-up company is shaping its image.

TITLE: The influence of the order of information in word problems on their difficulty for lower secondary pupils AUTHOR: Bc. David Hennlich DEPARTMENT: Department of Mathematics and Mathematical Education SUPERVISOR: doc. RNDr. Naďa Vondrová, Ph.D. ABSTRACT: Research has shown an influence of various parameters of word problems on their success rate and solving strategies that are used by pupils. In case of the order of information variable, most of research has focused on word problems, in which the order of information corresponds, or not, with the order of events described in the problem statement. This thesis differs from them by aiming at word problems without the sequence of this kind in their situational models. Two sets of problems solved by ninth grade pupils of four secondary schools situated in Prague were analysed. In order to recognize the influence of the analysed parameter, the combination of qualitative and quantitative approach was used. Item Response Theory (IRT) was used to analyse the parameter from the quantitative point of view. The written solutions of pupils were also analysed in a qualitative way and later amended by additional interviews with pupils. No influence of the parameter was found on either success rate or solving strategies in any of the analysed word problems. There was...