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.

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This essay explores how a brand’s image affects consumers’ self-image through acase study of the lingerie brand Victoria’s Secret in order to reflect over the role ofgraphic designers as visual communicators in society. The study conducts a semioticanalysis of the brand and a qualitative research consisting of interviews and a focusgroup of a selection of women within the brand’s target audience. The conclusion isthat Victoria’s Secret, through its models, contributes to an unrealistic feminineideal that the study participants’ self-image was perceptibly affected by. Whileperception is personal and signs are context reliant, semiotics is not only useful foranalyzing visual communication but also as a tool that graphic designers can use forcreating ads with the consumer’s needs in mind.

In today’s competitive labor markets, successfully recruiting a large pool of skilled and qualified job applicants is a prime concern of many organizations. In Study 1, I focused on how organizations can successfully employ four traditional recruitment practices (sponsorships, job fair activities, word-of mouth endorsements and corporate advertisements) simultaneously to disseminate information about their positive recruitment brand images to job seekers to enhance organizational attraction. The results which supported all my hypotheses indicated that, communication of an organization’s brand images to job seekers through the simultaneous use of these four traditional recruitment practices can indeed influence job seekers’ positive perceptions of an organization and result in enhanced organizational attraction. In Study 2, which was built on findings in Study1, I theorized that social media may have become a prominent source of information for job seekers. In this study, I predicted that job seekers’ use of four social media platforms (Facebook, Twitter, You Tube and LinkedIn) in job search will explain incremental variance in organizational attraction over the use of traditional recruitment methods. I also predicted that job seekers’ utilization of social media in job search will be positively related to organizational attraction through enhanced perceptions of instrumental and symbolic attributes. Surveys for both studies were posted on and data collected from Amazon Mechanical Turk. Results from the second study were mixed; but the results confirm findings from prior research, which showed that the instrumental-symbolic framework can be used to predict potential job seekers’ perceptions of organizational attractiveness. Overall, results in the two studies reveal that organizations can better enhance recruitment by using a combination of social media and traditional recruitment methods to attract potential job seekers. / Business Administration/Human Resource Management