Sweden is moving towards a society where not being a feminist is considered unmodern and conservative. People are fighting for women's rights and equality between the sexes. This feminist movement in Sweden is starting to show in more and more businesses. The fashion business has recently adapted the same movement and feminism has been used in different types of marketing, such as gender neutral merchandising or statement advertisements. The focus of this thesis is statements on products and the purpose is to investigate how Swedish consumers’ brand image of a high end fashion brand is affected by the brand using symbols of feminist statements on their products. The theoretical framework has been separated into three categories; Brand Image, Consumer Behaviour and Politics in Fashion, which sums up in a conceptual model. The model is tested in the empirical findings that were discovered through two focus groups. Consumers critical minds and high awareness of companies advertising techniques results in the conclusion that consumers demand more political effort in order to trust and accept the statement, apparently an important factor when it comes to change of brand image.

Despite the recent recession, the economic growth of recent decades has created a group of so-called ‘Global-Elites’ (CeMoRe, 2010). Small in number, but high in net worth and influence they are influential in the creation of, and desire for consumption, often portrayed as luxury, privilege, prestige, and 'class'. The tourism industry has also benefited from growth, with demand predicted to double by the year 2020, reaching an estimated $14.95 billion (World Tourism & Travel Council, 2010). Much of this growth has been at the top end, as Keissling et. al. (2009) note an unprecedented rise in demand for the luxury hotel sector over the past decade. The global elite’s leisure consumption practices require considerable research attention, and yet research into luxury services, such as hotels and associated hospitality services, is greatly undeveloped. Atwal and Williams (2008) note the ability of consumption as a means for consumers to make statements about themselves, and nowhere is this more true than in the world of the Global-Elite, who seemingly having no desire to curb current travel activities (Elliott & Urry, 2009). This may be due to the uncertainty that is felt about future travel opportunities, with environmental decline of natural and heritage attractions paralleled by numerous threats to travel such as peak oil and political instability. However, in recent years, there has been increased interest in the study of ethical consumption in the tourism arena (e.g. Novelli, 2005; Sharpley, 2006; Lansing & Vries, 2006; Yeoman et. al., 2006). Although there appears to be incompatibility between the concepts of luxury and concerns around ethical consumption and sustainability, this research posits that while current transitions (around travel and tourism) continue towards further unsustainability (Cohen, 2010), ethical consumption may provide an avenue for social distinction and status differentiation in the world of the Global-Elites. In order to adequately understand the behavioural intentions of the Global-Elites, the synergy between consumer values, luxury dimensions and ethical consumption needs to be explored. This research examines the influence of consumer values, as a more universal measure of intent, in relation to ethical consumption in luxury hotels. This research argues that by reducing the uncertainty related to the degree to which consumers (Global-Elites) value ethical consumption, deeper insights into these apparently incompatible spaces and places for ethical consumption will be obtained. Furthermore, luxury hotels will be able to assess the suitability of marketing and communicating such strategies to their customers.

Authors: Adrian Dilaver and Mario Oreski Tutor: Urban Ljungquist Examiner: Anders Pehrsson Purpose: The purpose of this study the relationship between brand experience, brand trust  and brand loyalty. Research questions: What type of relationship does brand experience have with brand loyalty? How does brand trust affect the relationship between brand experience and brand loyalty? Methodology: A descriptive research design with a quantitative approach was conducted, utilizing an online questionnaire with a total of 113 respondents. Conclusion: The findings of this research partially supports that sensory-, intellectual- and behavioral experience have a positive- and direct relationship with brand loyalty. Affective experience did not have a positive relationship with brand loyalty, not even when tested separately. The mediating variable in this study (brand trust), also partially mediated the relationship between sensory-, intellectual- and behavioral experience and brand loyalty. However, brand trust did not mediate the relationship between affective experience and brand loyalty. / <p>Acnkowledgments</p><p>This study could not have been conducted without the help of several people. Firstly, we would like to thank Urban Ljungquist for his guidance and assistance throughout this process. We would also like to thank Anders Pehrsson for giving us valuable feedback and input during the seminars. Further, we want to thank all of the respondents who participated in our survey and made it possible for us to conduct our research. Lastly, the researchers would like to thank each other for supporting and encouraging one another during this process.</p><p>Linnaeus University  </p><p>Växjö 26th of May 2017</p>

M. Comm. / Psychiatrists are medical doctors who have specialised in the field of Psychiatry. Psychiatry is one of the five major fields in medicine, the other fields being Surgery, Obstetrics and Gynaecology, Internal Medicine and Paediatrics. Psychiatrists treat psychiatric disorders by way of diagnosis and invariably the prescription of the appropriate medication. Sixty to seventy percent of the diagnoses made by psychiatrists in private practice involve the so-called mood disorders in which a depressed mood is a common occurence. Depression is mostly treated with anti-depressant medication. (Olfson and Klerman , 1993:572). Accumulating evidence suggests that the use of anti-depressant medications is increasing. Sclar et. al. examined data from the National Ambulatory Medical Care Survey for the period 1990 through 1995. American National estimates of the number of office-based visits resulting in a prescription for or continuation of anti-depressant pharmacotherapy for any purpose escalated from 16 534 268 in 1990 to 28 664 796 in 1995, a 73,4% increase. (Sclar, Robinson, Skaer, Galin.1998:870) .although a Medline search cannot produce more recent figures it is commonly accepted that the most widely prescribed anti-depressants today fall in the class known as the SSRI's which stands for selective serotonin reuptake inhibitors. Use of a SSRI for the treatment of depression increased from 37.1% in 1990 to 64.6% in 1995. The first SSRI medication to become available on the South African market was fluoxetine under the trade name of Prozac in late 1987. (Preskorn, 1996: 18). To date approximately 25 million people have used Prozac worldwide. Prozac and other newer anti-depressants have been the topic of lead articles in national news magazines, best-selling books and widely watched television talk shows.

Background: Internet has brought radical changes in the recruitment industry where individuals are increasingly turning to the Internet when seeking jobs. The increased use of e-recruitment is partly because it is considered to be the most effective way to reach the target group of applicants, and partly because of the cost savings and competitive pressure in the market. Therefore, is the brand a crucial factor for online companies such as e-recruitment websites thus having a strong brand can lead to competitive advantage in the market. The role of branding in e-marketing is increasingly getting more important. Previous research has used intention to purchase as an outcome of brand equity. However, this research studies brand equity towards intention to use as most e-recruitment websites offer free services. Purpose: To describe the determinants of brand equity of e-recruitment websites and how they affect individuals’ intention to use such websites. Methodology: A quantitative research was chosen to collect the data using an online questionnaire to be able to describe the variables relationship in this research. Conclusion: The findings of this research suggests that brand equity as a whole increases individuals’ intention to use an e-recruitment website. The determinant of brand equity; brand awareness, perceived quality and brand loyalty gave a positive and significant relationship towards individuals’ intention to use. The findings involving the moderator were found to be significant when using brand equity as whole, while being rejected when involving the determinants of brand equity.

Syfte: Syftet med denna studie är att söka djupare förståelse för Gen-Z konsumenters lojalitet i form av hur deras attityder och beteende skiljer sig mot Fast Fashion handel och hur sambandet mellan dem kan se ut. Vidare syftar denna studie att identifiera konsekvenserna av de olika uppfattningarna i form Word of Mouth. Forskningsfrågor: <ul type="disc">Hur ser konsumenternas bild ut av ett varumärke inom Fast Fashion och vad beror detta på? Hur ser skillnaden ut mellan konsumenters attityd och beteende gentemot ett Fast Fashion varumärke? Hur ser konsumenters lojalitet ut i helhet till ett Fast Fashion varumärke baserat på attitydmässiga samt beteendemässiga faktorer? Metod: Studien är av kvalitativ ansats och datan har samlats in med hjälp av fokusgrupper samt djupintervjuer i form av semistrukturerade intervjuer. Teoretisk referensram: De teorier som används i denna studie är Varumärkesbild, Varumärkesattityd, Varumärkeslojalitet, Lojalitetsmodell samt Lojalitetsindelning av Dick och Basu (1994), Lojalitetspyramiden av Aaker (1991) och slutligen Word of Mouth. Slutsatser: Slutsatserna är att respondenterna har en negativ varumärkesbild av H&amp;M som varumärke. Det identifierades även en motsägelse mellan respondenters attityder och beteenden då de skilde sig åt markant. Respondenternas lojalitet till varumärket visade sig vara väldigt svag. De negativa attityderna visade sig även ha stor påverkan på Word of Mouth som sprids konsumenter emellan. / Aim: The aim of this study is to search for a deeper understanding of Gen-Z’s consumer loyalty in the form of their attitudes and behaviour towards Fast Fashion and how the relationship between these factors can look like. Furthermore this study aims to identify the consequences of the the different perceptions in the form of Word of Mouth. Research questions: <ul type="disc">What does consumers brand image look like when it comes to a Fast Fashion brand and what does it depend on? What are the differences between consumers attitudes and behaviour towards a Fast Fashion brand? What does consumers loyalty look like in its whole to a Fast Fashion brand based off attitudinal and behavioural factors? Method: This study is based on a qualitative approach and the data has been collected through semi-structured interviews. Both focus groups and individual interviews have been conducted. Theoretical framework: The theories that have been applied are Brand Image, Brand Attitude, Brand Loyalty, Loyalty Model and Loyalty Classification by Dick &amp; Basu (1994), Loyaltypyramid (Aaker 1991) and finally Word of Mouth. Conclusions: The conclusions are that the respondents has got a negative image of H&amp;M as a brand. A contradiction was also identified between the respondents attitudes and behaviour considering they were very different. The loyalty towards the brand was not very strong. The negative attitudes of the respondents had an significant influence on the brands Word of Mouth.

Omnichannel has become a central part of future retailing and is expected to be implemented by multiple brands. Omnichannel is an extension of multichannel enquiring complete integration between channels. As customers’ demands changes and demonstrate switching of brands, maintaining loyal customers’ in the evolving retail market with unlimited options is a continuous challenge. There are indicators of omnichannel retailing increasing customer satisfaction but there is no research investigating how it could affect brand loyalty, either through attitudinal loyalty, behavioural loyalty or a combination of both. This research aims to explore how implications of omnichannel retailing could facilitate the demanded satisfactory shopping experience and lead to embarked brand loyalty. A qualitative method was chosen to explore this phenomenon by using primary, secondary data and conducting of in-depth interviews. The results shows that omnichannel is an significant factor facilitating a satisfactory shopping experience, in turn inflicting attitudinal loyalty, but there were vague signs of behavioural loyalty. Thus, omnichannel was not considered the main factor affecting brand loyalty due to lack of expressed commitment to repurchase, hence omnishoppers rarely surpasses the step of satisfaction to fully becoming brand loyal.

The main objective of this research is to measure the relation between different dimensions, or constructs of service quality with customer satisfaction and brand loyalty; thereby identifying the most important factors of service quality that affect customer satisfaction and brand loyalty, in the context of subscription video on demand (SVOD) services in the Swedish market. This study utilised a mixed methods approach divided into two stages, whereof the first involved multiple focus groups for collecting qualitative data. The second stage consisted of quantitative data collection through online questionnaires from 122 valid respondents, ranging from the age of 18 to 29 by a non- probability sampling method. SPSS was used to analyse the data with three statistical analysis methods: bivariate correlations, for establishing evidence of construct validity; a reliability analysis to test Cronbach alpha for internal consistency; and multiple regression analysis to examine the relationship between independent and dependent variables. The research findings indicate that there is a positive, significant relationship between customer satisfaction and certain constructs of service quality. Also, findings indicate that the statistical relationship between the constructs of service quality and brand loyalty are partially mediated by customer satisfaction. As a result, companies operating in the Swedish SVOD-industry need to focus on improving the significant factors of service quality, as they may increase customer satisfaction of 18 to 29-year-old customers, and further create long-term relationships as a way of gaining competitive advantage.

This research is intended to provide the stewards of social media for Brigham Young University's football program with information that will allow them to make better decisions on what kind of content will maximize engagement and enhance brand loyalty among fans and consumers on Facebook. Using several variables, including the type or theme of content, post frequency, and sponsorship, content was compared against that from the University of Oregon's football program for the 2017 season. The results, found using quantitative data analysis, reveal that some variables have a significant impact on the quantity of engagement from viewers for both programs and provide valuable insights that will allow the universities to improve how and what they deliver on their Facebook pages.

Framväxten av flertalet detaljhandelsalternativ har resulterat i att modemarknaden blivit allt mer konkurrensutsatt vilket lämnar konsumenten till oändligt många valmöjligheter. Den föränderliga lojaliteten gentemot varumärken innebär flertalet utmaningar för företag att särskilja sig från mängden och erbjuda konsumenten värde för att därmed ha möjlighet till att upprätthålla en långvarig relation med konsumenten. Under senare tid har det blivit allt mer intressant att undersöka konsumenters ”kärlek” till varumärken och med tiden har begreppet varumärkeskärlek uppstått i forskningssammanhang. Varumärkeskärlek innefattar den grad av passionerad, känslomässig anknytning som en nöjd konsument har för ett visst varumärke. I studien presenteras teorierna Customer-Based Brand Equity (CBBE), 11 Dimensions of Love Toward a Brand och The Brand Love prototype som behandlar varumärkeslojalitet och varumärkeskärlek. Utefter förutnämnda teorier har författarna sedan utformat ett nytt teoretisk ramverk med sex stycken faktorer som förutsätts för att uppnå varumärkeskärlek. Studiens syfte är att ur ett konsumentperspektiv utforska vilka faktorer som skapar varumärkeskärlek samt hur varumärkesägande företag utefter detta skapar varumärkeslojala konsumenter. Resultatet från de kvalitativa, semistrukturerade intervjuerna och enkätundersökningen visar på att fyra faktorer var starkt kopplade till varumärkeskärlek: Förtroende, Identitetsskapande, Kärleksrelationer samt Upplevd och förväntad kvalité. / The fast evolvement of retail alternatives has resulted in an increasing competition in the fashion market which leaves the customer with a number of options to choose from. The change in loyalty toward brands means that companies have to face many challenges which involves distinguishing themselves from other companies. They have to offer the consumer value and thereby create an opportunity to maintain a long-term relationship with the consumer. In recent times it has become interesting to study consumers “love” towards brands and over time the concepts of brand love has emerged in research contexts. Brand love includes the level of passionate, emotional attachment that a satisfied consumer has for a particular brand. The study presents following theories: Customer-Based Brand Equity (CBBE), 11 Dimensions of Love Toward a Brand and The Brand Love prototype which manage brand loyalty and brand love. The authors has then used the earlier mentioned theories to create a new theoretical framework with six factors predicted for achieving brand love. The aim of the study is to examine in a consumer perspective which factors that create brand love and how brand-owned companies can create loyal consumers. Through qualitative, semi structured interviews and surveys the results indicates that four factors had a strong connection to brand love: Brand trust, Brand identification, Love relationship and Perceived and expected quality.