Current study is based on literature of Employer Brand studies. This research is conducted by implementing questionnaire. By using ¡§the most admired entrepreneur¡¨ from a renowned, quality business magazine in Taiwan, author has looked into the perception of college and post graduate senior students (NCCU, NCTU, FJU, TKU, NKUAS, NUTN) regarding CEO celebrities and their companies. The study has showed that most dimensions of Cable and Turban study have positive effect on Organization Attractiveness and potential employee¡¦s job hunting attempt. The result of current research has proven CEO celebrity¡¦s positive effect on human resource the corporate can recruit.

<p>Abstract</p><p>The use of celebrity endorsement strategy is nowadays more frequently used by marketers in order to increase their sales and thereby extend their market shares. Many celebrities are used in various marketing campaigns and in most cases; the use of celebrities as endorsers is seen from mainly positive aspects. This made the authors curious whether the negative aspects, that also exists when using celebrities as endorsers, affects consumers in their purchasing decisions when a celebrity gets associated with negative publicity. Another cause of interest is which factors of a certain celebrity are most important and crucial in consumers’ perceptions, in the case of negative publicity.</p><p>Purpose: The purpose of this thesis is to study which factors consumers find important for a company to consider when a celebrity gets negative publicity, to maintain successful brand recognition.</p><p>Literature review: The use of previous studies within the field of celebrity endorsement clarifies many important aspects when it comes to celebrity endorsement and this chapter is elaborated from 4 different perspectives; Company, Celebrity, Brand and Consumer. Based on previous studies, the authors identified 6 crucial attributes when using celebrities as endorsers and this can also be seen as a pre-study that the research process has been based upon. Furthermore, the 6 attributes are chosen from the three first mentioned perspectives in order to be able to fulfil the purpose. Hence, this thesis is conducted from a consumer’s point of view.</p><p>Method: A quantitative method is used in this thesis since the authors want to base the results on collected data that is expressed in numbers and also to generate a general apprehension in this phenomenon. Moreover, the combinations containing the 6 attributes are used in the conjoint experiment.</p><p>Conclusions: It was proven in this study that consumers do get affected by celebrities as endorser, when the attributes from the literature review are in a combination. But, the consumers’ perception of the attributes differs in different cases. However, the main finding was that there are two crucial attributes, trustworthiness and expertise that companies should take into account when using celebrities in their advertising campaign.</p>

Aim: The research project discusses foreign direct investment as well as the attractiveness of the region of Gävleborg within this context. The researchers attempt to investigate why foreign direct investment is not yet common within the aforementioned region. Moreover, the aims of the master thesis are evaluating the region of Gävleborg and current strategies of enticing foreign investments, as well as detecting roadblocks that hinder the establishment. Lastly, generating an outline of how to improve foreign investment attraction ought to be investigated. Results &amp; Conclusion: Gävleborg has a good infrastructure and accessibility, and is characterised by lower labour and living costs compared to other Swedish regions. Nonetheless, the number of inward investment is quite low. Main reasons for that are the lower level of education, high labour costs for low skilled jobs, missing financial incentives and a non-continuous work to attract inward investment. Therefore, the region may work on its attractiveness by increasing its awareness through attending trade fairs, and by collaborating with established companies and their partners.

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Syftet med studien var att studera om attraktiviteten hos en person kan påverka graden av hur moraliskt förkastlig en handling som utförs av personen bedöms vara och huruvida det föreligger någon könsskillnad. Med ett experiment undersöktes 151 studenter på ett medelstort universitet i södra Sverige. Deltagarna tilldelades ett fiktivt moraliskt scenario med ett bifogat foto av antingen en oattraktiv eller en attraktiv person. En kontrollgrupp blev tilldelade samma scenario men utan något foto. Därefter fick deltagarna svara på hur moraliskt förkastlig de upplevde handlingen som beskrevs i scenariot och hur attraktiv de upplevde personen på fotot vara. Ingen signifikant skillnad i moralisk förkastlighet framkom mellan attraktiv och oattraktivt foto, ej heller någon könsskillnad. Resultatet influerades sannolikt av ”criminal face effect”, den av Dumas &amp; Testé (2012) beskrivna effekt. Om en moraliskt tvivelaktig handling utförs och gärningsmannen uppfyller en stereotyp bild hos en eventuell bedömare av hur någon som utför den handlingen ser ut kommer gärningsmannen att dömas hårdare än om stereotypen inte uppfylls. / The aim of the study was to determine whether the attractiveness of a person can influence the degree of how morally reprehensible an act performed by the person assessed and whether there is any gender difference. In an experiment, 151 students at a medium-sized university in southern Sweden participated. The participants were assigned a fictitious moral scenario with an attached photo of either an unattractive or attractive person. A control group were assigned the same scenario but with no photo. Subsequently, participants were asked how morally reprehensible they experienced the act described in the scenario and how attractive they thought the person on the photo to be. No significant difference in moral reprehensibility emerged between attractive and unattractive photo nor a gender difference. The result is likely influenced by the "criminal face effect," the effect described by Dumas &amp; Teste (2012). If a morally dubious act is performed and the offender meets a stereotypical image of a possible estimator of how someone performs the action looks offender will be sentenced more severely than if the stereotype is not met.

Research on the devaluation of attractive alternatives has consistently shown that the strength of one’s relationship commitment can influence an individual’s judgements about the attractiveness of a potential mate. Specifically, depending on a person’s degree of relationship commitment, he or she may devalue the physical attractiveness of that alternative as a means of minimizing the perceived threat to his or her relationship. Because the devaluation process is argued to operate as a function of perceived relationship threat, I hypothesized that in addition to the beholder’s relationship commitment, the beholder’s attachment anxiety, attachment avoidance, social anxiety, and generalized anxiety should also predict attractiveness devaluation, since a heightened perception of threat is a shared feature among these constructs. Additional theoretical rationale for these hypotheses is derived from modern evolutionary theories of attachment, particularly as they pertain to the function of attachment security within mating contexts. Additionally, I hypothesized that these same five variables would predict both relationship quality and relationship break-up six months after initial data collection. Results generally supported all six hypotheses with some important qualifications. Relationship commitment and social anxiety each predicted attractiveness devaluation in female participants only, and attachment anxiety and avoidance predicted devaluation in male participants only. Generalized anxiety also predicted attractiveness ratings for certain targets but only when the two facets of stress and anxiety were used as separate predictors. Moreover, evidence of devaluation was also found for traits other than attractiveness (i.e., interestingness and intelligence) as well as for same-sex targets. Finally, regarding relationship outcomes, participants who scored higher on measures of anxiety also reported being less committed to their relationships on average and had higher rates of break-up at follow-up. Clinical, social, and research implication of these findings are discussed.

Background: Differentiation towards one’s competitors is crucial. Brand can symbolize competitive advantages through intangible assets, though the focus in both companies and academia has largely been on adding intangible values to products. To large extent employees has not been consider as an aspects that could add value, i.e. employees as brand builders.  Recently gained interest in both areas have make it possible to compared them both the see employees possibility to add brand value.   Purpose: The purpose of this thesis is to describe the relationship between employer attractiveness and internal brand equity.   Methodology: Conducted a quantitative study, with a single cross-sectional design and self-completion questionnaire as data collection method. Descriptive statistics and simple linear regression was thereafter performed. All with ethical principles in consideration.   Conclusion: This study provides empirical evidence that confirms a relationship between employees and the brand equity through the concepts of employer attractiveness, and brand equity through the concept of internal brand equity. The study provides a regression analysis between the two concepts that indicates a relationship to a very large extent. The confirmed relationship thus adds new perspectives of how to add intangible value to a brand and thus adds to a potential success.

For decades, researchers have seen employee empowerment as the means to achieving a more committed workforce that would deliver better outcomes. The prior conceptual and descriptive research focused on structural empowerment, or workplace mechanisms for generating empowerment, and psychological empowerment, the felt empowerment. Responding to calls for intervention studies, this research experimentally tests the effects of structural empowerment changes, through different degrees of decision-making authority and access to customer-relationship information, on psychological empowerment and subsequent work-related outcomes. Using a virtual contact center simulation, crowdsourced workers responded to customer requests. Greater decision authority and access to customer-relationship information resulted in higher levels of psychological empowerment which in turn resulted in task satisfaction and task attractiveness outcomes among the crowdsourced customer service workers.

Syftet med studien var att undersöka hur de fem dimensionerna i employer attractiveness scale (EmpAt) värderades hos en potentiell arbetsgivare bland högskolestuderande studenter vid en högskola i mellersta Sverige utifrån kön, ålder och förvärvsarbete hos de studerande. En enkätundersökning med ett strategiskt urval gjordes med totalt 121 studenter som deltagare. Resultatet analyserades med hjälp av en multivariat variansanalys (MANOVA) och visade att det förelåg en signifikant skillnad i fråga om kön. Kvinnor värderade dimensionerna social, tillämpning och utvecklinghögre än män. Resultatet visade ingen skillnad i ålder (unga vs. äldre) eller förvärvsarbete (ja vs. nej).

Downhill skiing in the Swedish mountain range is an activity that increases in number of visitors for each year. It attracts a large amount of tourist that visit the destinations for different reasons. In order to succeed amongst the amount of destinations, it ́s necessary to differentiate themselves from competitors, and work out a clear strategy of attracting visitors to their own destination. The aim of this study is to examine how Swedish destinations that offers downhill skiing to tourist works to create attractiveness. This is studied with factors such as competitive advantages between destinations, loyalty towards the tourists, how the organization in the destination works with segments and target groups, and at last, how accessibility affects the number of visitors. This has been done through semistructured informant interviews, with managers in the area at four different destinations in the Swedish mountain range, together with literature studies of previous studies in the field. The result of the study tells us about how the destinations work and their strategies to expand and attract more visitors. Many of the destinations consider loyalty as one of the most important factors for a successful destination in the long run. The result also shows how competitive advantages are a fundamental part of differentiating themselves from others, to have a clear vision of what they can offer, facilitates efforts to attract visitors.