The purpose of the study was to investigate consumer attitudes towards a brand that in itscampaigns presents a social problem for attention. The study is based on theories in threemain areas, controversial marketing, brand loyalty and purchase behavior. Where brandloyalty is examined in two individual groups, attitudinal loyalty and behavioral loyalty. Threetheories were also used to gain an understanding of how the consumer is influenced, SocialIdentity Theory, Commitment Trust Theory and Interpersonal relationship Theory.Through a deductive approach, survey questions were created as the quantitative method,which were also later used in the study's focus groups, a qualitative method. The respondentsas well as the participants were between 18-60+ to be aware that they both have full controlover their purchasing behavior and have a sense of brand loyalty. The result showed thatsocial marketing is effective in gaining attention from consumers but also the risk that exists.As it can easily have a negative effect on the consumer's brand loyalty, which both affects thebuying behavior of the individual consumer but also people around through WoM. What typeof message and what values the brand has are important to the consumer and that it is of greatimportance that the marketing is adapted to its target group. Since the social marketing isinterpreted differently by individuals and with the right knowledge of its target group, themarketing can instead have a positive effect on its existing consumers.

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Background: Brand loyalty is a rather old concept and has become a central part of everybrand and there are many factors that need to be considered when choosing strategies in orderto achieve this. However, even though the concept itself is rather set-in stone the research onhow brands archive this in different contexts is constantly in motion, for instance it has beenshown that a brand's Country-of-Origin has effects on consumers purchase intent and attitudeswhich are crucial factors within Brand loyalty.  Purpose: The Purpose of this paper is to explain what effect COO has on brand loyalty of Swedish consumers. Methodology: For this research a quantitative method was used. The research wasexplanatory, and a cross-sectional research design was chosen. After this a questionnaire wasconstructed and shared through two platforms in order to collect the data that was needed forthe research. Findings: Both our hypotheses from the proposed model were rejected, therefore theresearcher could conclude that Country-of-Origin has no effect on brand loyalty of Swedish consumers. Conclusion: Even though both hypotheses were rejected, did the research contribute withknowledge that COO has no significant effect on brand loyalty since such research has notbeen done before. However, the research also contributes with knowledge towards previousresearch, where it has been shown that perceived quality from a country has an effect onconsumers' purchase intent and attitudes. Whereby, our test showed that it also has an effecton brand loyalty when tested alone without the country image.

År 2009 upphörde apoteksmonpolet i Sverige och Apoteket AB blev därmed mer konkurrensutsatt än någonsin. Det resulterade även i att deras behov av att särskilja sig från de nystartade kedjorna och butikerna ökade rejält och därför fick företagets varumärke, kommunikationsstrategier och val av kommunikationskanaler mycket stor betydelse. Syftet med denna studie har varit att undersöka hur Apoteket AB arbetar med visuell och digital kommunikation i butik och på webben för att stärka kundens uppfattning om företaget och varumärket. Studien ämnar även att undersöka hur Apoteket AB’s konsumenter upplever och påverkas av deras kommunikation samt om det finns mönster och möjliga strategier mellan val av mediekanaler och framgångsfaktorer hos Apoteket AB.För att besvara frågeställningarna genomfördes en kvalitativ studie som bestod av intervjuer med utvalda personer inom Apoteket AB som har god kunskap inom områdena visuell och digital kommunikation både i butik och på webben. För att få in ett konsumentperspektiv i studien genomfördes även en fokusgrupp med fem utvalda kunder som regelbundet handlar på Apoteket AB. Det empiriska materialet diskuterades och analyserades sedan tillsammans med den litteraturstudie som gjordes för att följa upp syftet och ge svar på studiens problemformulering.Studiens resultat visade att Apoteket AB arbetar mycket med differentierad marknadsföring utifrån utvalda kundsegment, vilket har visat sig vara en mycket framgångsrik strategi. Ytterligare en viktig del i deras kommunikationsstrategi har varit att vara synliga och tillgängliga på de flesta plattformar där deras kunder befinner sig. Eftersom Apoteket AB’s kundkrets sträcker sig över många generationer har de därför valt att både använda sig av traditionella och digitala medier. Denna mediemix fungerar för Apoteket AB då kommunikationen når ut till de utvalda kundsegmenten och utifrån det empiriska resultatet framkom det även att respondenterna upplever kommunikationen som intressant, trovärdig och transparent. Men det som framförallt har fått respondenterna att känna igen Apoteket AB’s varumärke och dess produkter har varit enhetligheten i deras kommunikation. Apoteket AB har en tydlig grafisk identitet med utvalda typsnitt, färger och former som genomsyrar all deras kommunikation och allt deras marknadsmaterial. Detta har visat sig vara den största anledningen till att konsumentupplevelsen har stärkts både i butik och på webben. / The Swedish pharmacy market was deregulated in 2009 after a state-run monopoly of 40 years. This meant that Apoteket AB had to adapt both its business and market share to the new pharmacy market. The market competition increased Apoteket AB’s need to differentiate themselves from the other chains and pharmacies and therefore the company's brand, communications strategies and choice of communication channels became very important.The purpose of this study has been to examine how Apoteket AB works with visual and digital communication both in stores and on the Web to enhance the customer's perception of the company, the brand and the store. The study also intends to explore how Apoteket AB’s consumers perceive and are affected by their communication, and if there are patterns and possible strategies between the choice of media channels and success factors of Apoteket AB.To answer these questions a qualitative study was conducted, consisting of interviews with selected individuals within Apoteket AB who have good knowledge in the areas of visual and digital communication both in stores and online. A focusgroup was conducted to get the consumer perspective in to the study. It consisted of five selected customers who regularly purchased at Apoteket AB. The empirical material was later discussed and analyzed together with the literature study that had been performed to answer the purpose of the study.The results showed that Apoteket AB works extensively with differentiated marketing, based on selected customer segments. This has proven to be a very successful strategy. Another important part of their communication strategy has been to be visible and accessible on most platforms where their customers are present. Since Apoteket AB’s customer base spans many generations, they have chosen to use both traditional and digital media. This media mix works well for Apoteket AB because their communication reaches out to the selected customer segments. The empirical results also revealed that the consumer perceive Apoteket AB’s communication as interesting, credible and transparent. The most important reason that the respondents recognize the Apoteket AB brand and its products is the consistency in their communications. Apoteket AB has a distinct visual identity with selected fonts, colors and shapes that permeates all their communication and their marketing materials. This has proven to be the major reason that the consumer experience has been strengthened, both in stores and on the web.

Brand loyalty in a gaming context takes many forms, including conscious selection of brand, intention of game continuation, positive word of mouth, recommendation, or even active recruitment. As games can be played multiple times, player loyalty is essential to fostering an on-going relationship between brand and consumer. This study focuses on the theory of self-congruity, the congruence between one’s self-concept and one’s perception of a brand’s personality, and its impact on brand loyalty in the gaming industry, a market that has grown exponentially in recent years. Through 31 in-depth interviews, the initial qualitative research explores self-congruity (actual, ideal, social, and ideal social) and its relationship to the gaming environment and how that impacts brand loyalty. The findings of the first study demonstrated: 1. congruity between the player and game character, rather than the game itself, 2. the deeply personal approach to character design, and 3. the feeling of immersion in the game’s narrative. Based on the initial study findings, the second study was developed to incorporate flow theory that describes the nature of feeling fully immersed within the game. A conceptual model was created to integrate self-congruity and flow theories and their impact on brand loyalty. The model was then tested through 512 respondents of a self-reported survey. Results supported prior researchers’ findings, such as the relationships between player-character identification and flow as well as flow and loyalty. Yet, we found that ideal congruity may be a stronger indicator of loyalty as mediated through flow, while actual congruity may in fact inhibit the relationship. The results of this research provide a theoretical contribution by adding self-congruity theory to the flow and loyalty body of knowledge in the gaming space. Furthermore, the self-congruity measurement model provides an alternative measurement method to the previous player-character identification model. From a managerial perspective, the study results support an approach to game design that encourages character design suited to players’ ideal selves rather than mimicking their actual, “real world” selves. / Business Administration/Marketing

This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perception, specifically in Generation Z and Millennials through the lens of social identity theory. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin'. The findings also demonstrated that social identification decreased slightly through the visual rebranding, but did not create any reported impact on purchasing habits. It was also reported that the level of social identification was based off of perception of brand value and quality. Finally, participants demonstrated that there was an impact on social comparison through participants questioning Dunkin's values as an organization. Given that the sample was all Millennial and Generation Z consumers, this study also determined that company values are important to these cohorts. It also suggested that perceived modernization of a brand can positively impact brand equity, and that communication of rebranding changes to the public are an important step of a successful rebrand. Practical implications of this research are also discussed. / Master of Arts / This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perceptions, specifically among Generation Z and Millennials through the lens of social identity theory. Social identity theory guides the understanding of how Generation Z and Millennials perceive Dunkin' through its rebranding. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin' Given that the sample was all Millennial and Generation Z consumers, this study also determined that company values are important to these cohorts. It also suggested that perceived modernization of a brand can positively impact brand equity, and communication of rebranding changes to the public are an important step of a successful rebrand. Practical implications of this research are also discussed.

The gamification trend has gained tremendous prominence during the last couple of years in many areas of the business environment. Thanks to advancements in technology, there has been a shift in how organisations market their products. Marketing practitioners are analysing the benefits and potential downsides of implementing game-like, interactive and engaging elements in their marketing. This thesis explores the gamification in a marketing context and applies it to brand loyalty in order to find a potential relationship between the two factors. Gamification can be seen as a new phenomenon, but the term has been prominent for a few years and has gained greater attraction with the rapid advancement of technologies in day-to-day life. By investigating areas such as value- creation, engagement, attitude, behaviour, willingness to pay more, word of mouth, and repurchase intentions, the following research question was created:  How does gamification impact brand loyalty in the fashion industry?  Through an extensive literature review by connecting theories and data, a conceptual framework to analyse the relationship between gamification and brand loyalty was created. This conceptual framework works as a tool for readers and practitioners to understand the potential effects of gamification on brand loyalty. Data was collected through a quantitative method where a questionnaire distributed. The questionnaire was built through a hypothetical scenario, where the respondents followed a hypothetical purchase journey, which included game-like elements.  The findings of the research indicate that gamification has a positive impact on brand loyalty in the fashion industry. The respondents answered and reported a higher level of engagement, satisfaction, and willingness to pay more and recommend the brand when the game-like elements are introduced. Indicating that practitioners and marketers should invest more time and resources in strategies related to gamification to increase brand loyalty.  This thesis contributes to the growing trend of gamification and brand loyalty and analyses how individuals act and engage in the further development of game-like and engaging elements. With the help and combination of theoretical frames of departure, previous knowledge through literature, and findings provided by this research, the conclusion is that there is a need for implementing and facilitating resources in gamification. Further research on the effects of gamification is recommended to better understand the short- and long-term effects the new trends might have on the fashion industry as well as other industries.

The rapid evolution of technology in the modern society have changed the preferences and customer needs in all markets. Industries have over the years moved further towards a more digitalized environment. This fact makes it necessary to study the changes of consumer needsfor companies to successfully convert their business models to fit into a modern era. Financial services are a great example of an industry that have moved from traditional to digital methods and an industry that society depends. Gamification is a growing marketing and learning tool that has been proven effective when it comes to increasing engagement, behaviour and literacythrough the use of game-like elements such as point systems, rewards and leaderboards. This study’s purpose is to expand on previous research to determine the preferences and customer needs that allows for gamification to be a successful tool to engage customers in Swedish financial services. This purpose of the study resulted in the following research question: “What factors influence consumer attitudes towards and acceptance of gamification solutions within the Swedish financial services?” To answers the research question previous research on Self-determination theory, flow theory and social cognitive theory regarding psychological and personal needs were used to reach 9reliable and measurable factors. A questionnaire was sent out with questions measuring these factors as well as four questions serving as dependent variables as a measure of how gamification increases engagement, brand loyalty, financial literacy and attitudes. A total of 97 responses were collected and analysed through multiple regressions to find the effects the factors had on the four dependent variables. The result of this study shows that psychological and personal factors such as Innovativeness, need for uniqueness, Competence, Relatedness, Goals & Feedback, Challenge and Outcome expectations have a significant positive effective influencing consumers attitudes and acceptance of gamified solutions within Swedish financial services. Factors such as autonomyand Observational learning & Self-efficacy were also found significant on their own towards the measured variables but found that in combination with other factors to not be of statistically significance.

Yes / This study addresses a lack of research on the effects of consumer brand authenticity, brand image, and age, on brand loyalty in time-honored restaurants. Time-honored restaurants are long-established and well-recognized traditional restaurants that offer local or national foods and culinary culture. Empirical data were collected from 437 respondents in Beijing, China. Structural equation modeling (SEM) was used to ascertain relationships between variables, and fuzzy-set qualitative comparative analysis (fsQCA) validated the SEM results. The three brand authenticity dimensions were found to have differing effects on brand image and loyalty. True-to-fact authenticity had a significant effect on true-to-self authenticity, while true-to-ideal authenticity had a significant effect on brand image. True-to-self authenticity affects brand loyalty directly and indirectly through brand image. Some of the relationships were also moderated by consumer age. The results uncover the complexity inherent to consumer brand authenticity evaluations. They have implications for time-honored restaurants’ marketing and brand positioning strategies.