There are major challenges for Chinese firms that may jeopardise the creation of credibility when establishing in the Swedish market. It is therefore important for Chinese firms to implement efficient international branding strategies that contribute to the formation of credibility for Chinese companies. International branding strategies of brand positioning, brand awareness and brand image constitute a foundation that Chinese brands can adopt to obtain credibility among Swedish consumers. Abductive research in accordance with the topic of study has been conducted through qualitative means. Primary data collection through semi-structured interviews with participants contributed to the investigation of the theoretical framework presented in the second chapter: Literature Review, and analysed in chapter five: Analysis. Through the analysis of the data, along with the presented prerequisite knowledge, the authors have been able to identify international branding strategies Chinese firms can implement to gain credibility. The thesis presents a conclusion of positioning a brand in accordance with Westernisation, price setting, presenting the country of origin, and beneficial attributes, while establishing familiarity through brand awareness and finally, conveying trustworthiness and high quality through the brand image to gain credibility.

As it has become increasingly important in the sports world for organizations to try to raise capital, sponsorship has become more significant. As a result, the sports associations receive the financial assets they need from the companies and in exchange, the companies receive exposure in return for example. There has been a discussion as to whether this exposure really affects companies and whether it is really possible to measure its effect. The purpose of the study is to identify how companies proceed when evaluating the effect of sponsorship and what their goals and requirements are for the sports clubs or sporting events they sponsor. The study will also identify whether there are certain factors that affect companies when choosing a sports organization that they choose to sponsor. The essay is limited in such a way that the sponsorship will be seen from the companies' perspective and not take into account how the sponsorship object views this marketing tool. Another limitation is that the study will only deal with companies that sponsor sports organizations or sporting events because sport is something that represents unique values. These unique values are explained in the essay. A qualitative research strategy has been applied in the form of qualitative semi-structured interviews. To analyze the phenomenon, the theoretical frame of reference consists of the A-ERIC model, the SMART-model and Brand Equity. Evaluating the effect of sponsorship proved to be complex for companies. Although companies set clear goals and used different evaluation models, it could only be measured to a certain extent. There was a small difference between the companies' goals and requirements with sponsorship, where some focused more on the sports organizations taking social responsibility, like the companies themselves. Others claimed that relationship building within the sports network was of the utmost importance. One factor in choosing a sports organization was that some companies wanted to feel an added value with the sponsorship, and some wanted a local connection to the sports association.

Problembakgrund: Sportorganisationer, lag och atleter har allt mer börjat ses som varumärken. Precis som att ett varumärke anses vara den absolut mest värdefulla tillgången för ett företag, är det en minst lika värdefull tillgång för sportorganisationer. Dock verkar många sportorganisationer ändå underskatta styrkan i deras varumärke. Problematiken i den tidigare varumärkeslitteraturen är att det verkar finnas ett kunskaps gap i hur man stärker en hel sports varumärke.  Syfte: Syftet med denna studie är att identifiera hur marknadskommunikationen idag ser ut hos en sportorganisation, där den huvudsakliga finansieringen kommer från spelmarknaden. Dessutom belysa vilka kommunikationsverktyg en sport effektivast kan använda i förhållande till resurser och maximal spridning. Slutligen beskriva hur en sportorganisation kan bygga upp ett starkare varumärke.  Metod: Studien är baserad på en fallstudie, där en kvalitativ metod valts och ett deduktivt angreppsätt. Undersökningens empiriska material utgörs av tre djupgående intervjuer med sportorganisationens marknadsavdelning och tre stycken fokusgrupper vilka representerades av hästspelare, sportspelare och neutrala individer, som utgör galoppsportens passiva målgrupp.  Slutsats: Studiens resultat visar att en sportorganisation kan stärka sitt varumärke genom att fokusera på den unika emotionella koppling som individer har till sporter, samt att strategiskt välja kommunikationskanaler som passar väl ihop med organisationens resurser och möjligheter. Slutligen måste en integrerad varumärkeskommunikationsplan integreras i alla sportens avdelningar, för att kunna koordinera budskap och kanaler på ett effektivt sätt. / Sport organizations, teams and athletes have increasingly begun to be seen as brands. Just like a brand is considered to be by far the most valuable asset for a company, it is just as valuable to sport organizations. However, many sport organizations still seem to underestimate the strength of their brands. The difficulties in the previous brand literature is that there seems to be a lack of knowledges about how to strenghten an entire sport.   The purpose of this study is to identify how the market communications today looks like for a sport organization, where the main funding comes from the gambling industry. Then identify which communication tools a sport can use moste effectively in relation to resources and maximum awareness. Finally, decribe how a sport organization can build a stronger brand.  The study is based on a case study, where a qualitative method is chosen, with a deductive approach. The empirical evidence of the survey consists of three interviews with the selected sport organization’s marketing departement and three focus groups which were represented by the horse racings passive taget group, which consist of horse gamblers, sport gamblers and neutral individuals.  The results of the study shows that a sport organization can strengthen it’s brand by focusing on the unique emotional connection that individuals have to sports, and to strategically choose communication channels that fit well with the organization’s resources and options. Finally, an integrated brand communication plan must be integrated throughout all the divisions within the sport, in order to coordinate messages and channels in the most effective way.

En esta investigación se aborda la Estrategia de Marca Propia en relación a la intención de compra en supermercados de la zona 7 de Lima Metropolitana, puesto que en los últimos años los supermercados como Metro y Tottus, quienes ocupan el primer y tercer puesto de recordación, respectivamente, han implementado esta estrategia en sus establecimientos con el fin de generar posicionamiento y mayor rentabilidad. Siendo así la finalidad de esta investigación conocer la relación de esta propuesta que ofrecen los supermercados en mención, marcas propias, con la intención de compra de sus clientes hacia las mismas. Por otro lado, la metodología de investigación empleada es correlacional y transversal, con enfoque cualitativo y cuantitativo. Aplicada a varones y mujeres de 25 a 30 años que realizan sus compras en supermercados Metro y Tottus de la zona 7 de Lima Metropolitana. El resultado de esta investigación muestra que la Marca Propia de los supermercados en estudio es percibida como una opción de compra económica de buena calidad; sin embargo, esto no genera lealtad hacia la marca, ya que optan por opciones más económica de en caso encontrar; no obstante, la calidad de lo ofrecido es un pilar importante y valioso que llega a ser comparado con las marcas reconocidas. Por otro lado, los sujetos están confundidos en cuanto a familiaridad con la marca, pese a que su percepción de calidad es reconocida. Sin embargo, la actitud hacia la marca resulta ser positiva por lo que lleva la intención de compra de marcas propias. / This research addresses the Own Brand Strategy in the relationship is understood as buying in supermarkets in zone 7 of Metropolitan Lima, since in recent years supermarkets such as Metro and Tottus, who occupy the first and third place of remembrance, respectively, they have this strategy in their results in order to generate positioning and greater profitability. This being the purpose of this investigation. The relationship of this offer offered by supermarkets in the mention, own brands, with the intention of buying their customers towards them. On the other hand, the research methodology used is correlational and transversal, with a qualitative and quantitative approach. Applied to men and women from 25 to 30 years old. Of zone 7 of Metropolitan Lima. The result of this research shows the own brand of supermarkets in the studio is perceived as a good quality economic purchase option; However, this does not generate loyalty towards the brand; However, the quality of the offered is an important and valuable pillar that comes to be compared with the recognized brands. On the other hand, the subjects are confused in a familiarity with the brand, despite their perception of quality is recognized. However, the attitude toward the brand turns out to be positive. / Trabajo de investigación

A large number of changes in the world of business has led to increased attention directed towards business-to-business (B2B) branding. Companies have gradually shifted their marketing efforts to the Internet and social media in order to create brand awareness when entering new international markets. Existing research and literature on how content creation can be used when entering a new market is, however, scarce. This thesis therefore identifies and describes how digital content creation has been, and can be, used when entering a new foreign market in order to create brand awareness. To achieve this, interviews with marketing directors in internationally operating companies were conducted in a qualitative manner. The results reveal that all the companies use digital content marketing when entering a new market, confirming pre-existing theories. It was also revealed that creating brand awareness is the most challenging part when entering a foreign market. It became evident that engaging the target audience and encouraging user generated content using DCM is both beneficial and effective when entering new foreign markets.

El uso de estereotipos de género en la publicidad peruana es una realidad consecuente al machismo presente en este país, siendo un claro ejemplo la marcada presencia de la ama de casa en la publicidad televisiva de detergentes. No obstante, la marca Bolívar muestra en una de sus campañas publicitarias a dos protagonistas en un contexto distinto al hogar. En la presente investigación se busca analizar la manera en que influye la imagen de la mujer peruana moderna representada en la campaña publicitaria “Lúcete con Bolívar”, para generar brand awareness en las estudiantes de la Universidad Peruana de Ciencias Aplicadas. Para resolver esta interrogante, se plantea la metodología de investigación cualitativa mediante el enfoque del estudio de caso. Por ende, se analiza la campaña “lúcete con Bolívar” teniendo en cuenta la imagen de las protagonistas como principal objeto de investigación. De acuerdo al contexto peruano actual, resulta relevante entender cómo influye la imagen de las protagonistas de la campaña, y si esta tiene un impacto positivo en el brand awareness de las participantes del estudio. / The use of gender stereotypes in Peruvian advertising is a reality consistent with the machismo present in this country, a clear example being the marked presence of the housewife in television advertising of detergents. However, the Bolívar brand shows in one of its advertising campaigns two protagonists in a context other than home. This research seeks to analyze the way in which the image of the modern Peruvian woman represented in the advertising campaign "Lúcete con Bolívar" influences, to generate brand awareness in the students of the Peruvian University of Applied Sciences. To resolve this question, the qualitative research methodology is proposed through the case study approach. Therefore, the “shine with Bolívar” campaign is analyzed taking into account the image of the protagonists as the main object of investigation. According to the current Peruvian context, it is relevant to understand how the image of the protagonists of the campaign influences, and if it has a positive impact on the brand awareness of the study participants. / Trabajo de investigación

Sponsorship is an essential part of marketing communications within sports (Biscaia et al., 2014). Congruence, or the degree to which a sponsor and an event mesh, is one of the main factors influencing sponsorship memory accuracy (Evans, 2019). It is found that, within women’s sports, demand for research on how to maximize the efficiency of sponsorships exists.The research aims to find if sponsors and sponsees could look towards sponsorships with more external congruence to increase the value of the sponsorship to both the sponsor and sponsee. The study uses a survey to find correlations between the amount of external congruence and the degree to which sponsorship objectives are reached. The External Sponsorship Congruence Scale (ESCS), developed by Evans (2019), is used as a basis for measurement of external congruence. The key finding is that the perceived quality of a brand seems to correlate with having a sponsorship that is high in external congruence. Furthermore, both areas of brand awareness and brand image could possibly see some correlation to external congruence. However, those areas were not found to be statistically significant in this study. These findings are important to develop the concept of external congruence and find possible ways of measuring external congruence. For instance, it is found that the ESCS and its constructs seem to be useable in the field of women’s and niche sports. On a theoretical level, changes to the ESCS’s geographical congruence are proposed and a revised ESCS is presented. Moreover, managers within women’s and niche sports, as well as sponsors of those, can use the findings of this study to improve the chances of finding successful sponsorships.

Titel: Influencer marketing på Instagram: Påverkan på konsumenters attityd och köpintention utifrån trovärdighetsfaktorer, opinionsledarskap, follower/followee-ratio och sympati Nivå: C-uppsats, examensarbete inom företagsekonomi Författare: Madeliene Hedin & Selicia Strindlund Handledare: Jonas Kågström & Martin Ahlenius Examinator: Lars-Johan Åge Datum: 2022 - Maj Syfte: Syftet med studien är att bidra med kunskap om hur influencers trovärdighet påverkar konsumenters köpintention. Mer specifikt undersöks huruvida konsumenters attityd mot influencers påverkas utifrån follower/followee ratio, trovärdighetsfaktorer (trovärdighet, expertis och attraktivitet), opinionsledarskap samt sympati. Metod: Studien är en replikering av tidigare forskning av De Veirman m. fl. (2017) och har sin utgångspunkt i en kvantitativ forskningsdesign med en deduktiv ansats. Data insamlades med hjälp av en webbaserad enkätundersökning som besvarades av 290 respondenter.  Resultat och slutsats: Resultatet av denna undersökning påvisade att ett högt följarantal inte nödvändigtvis har en positiv effekt på konsumentens köpintention. Det är dock av vikt att en influencers konto känns äkta genom att inte dölja följare/följer-antal, då denna information har en positiv påverkan på konsumenters attityd mot influencern. Resultatet visar därutöver att en microinfluencer har störst positiv påverkan på konsumentens köpbeteende. Studiens bidrag: Då denna studie konstaterar att microinfluencers har större inverkan på köpbeslut än macroinfluencers är det därav mer effektivt och lönsamt för företag att marknadsföra sig genom microinfluencers.  Förslag till vidare forskning: Då influencer marketing är ett fortsatt växande begrepp som tar allt större plats inom marknadsföring är det väsentligt att forskning inom området fortsätter bedrivas. Denna studie, som är baserad på en kvantitativ metod, besvarar om men inte varför statistiken ser ut som den gör. För att få en djupare förståelse för sambandet mellan den upplevda trovärdigheten och motivationen till köpbeslut hos respondenter är därmed en kvalitativ undersökning att rekommendera. / Title: Influencer Marketing on Instagram: Influence on consumers’ attitude and purchase intention based on credibility factors, opinion leadership, follower/followee-ratio and sympathy Level: Final assignment for bachelor’s degree in business administration Authors: Madeliene Hedin & Selicia Strindlund Supervisors: Jonas Kågström & Martin Ahlenius Examiner: Lars-Johan Åge Date: 2022 - May Aim: The purpose of this research is to contribute knowledge about influencers credibility affects consumers’ purchase intentions. More specificially examine wheter consumers' attitudes towards influencers are influenced on the basis of follower/followee-ratio, credibility factors (trustworthiness, expertise and attractiveness), opinion leadership and likeability.  Method: The study is a replication of previous research by De Veirman et al. (2017) and is based on a quantitative approach. Data were collected using a web-based survey answered by 290 respondents.  Result and conclusion: The results of this study showed that a high number of followers does not necessarily have a positive effect on the consumer's purchase intention. However, it is important that an influencer's account is genuine by not hiding information about followers / number of followers, as this information has a positive impact on consumers' attitudes towards the influencer. The results also show that a microinfluencer has the greatest positive impact on consumer buying behavior. Contribution: As this research finds that microinfluencers have a greater impact on consumers purchase intentions than an macroinfluencer, it is therefore also more effective and profitable for companies to market themselves through microinfluencers.  Suggestions for future research: As influencer marketing is a continuing growing concept that is taking up more and more space in marketing, it is essential that research in the area continues to be conducted. This study, which is based on a quantitative method, answers whether but not why the statistics look the way they do. In order to gain a deeper understanding of the connection between the perceived credibility and the motivation for purchasing decisions among respondents, a qualitative survey is therefore recommended.

Purpose: The aim of the study is to find out which factor of brand awareness, digital content marketing on social media and eWOM, has the greatest impact on a consumer's online purchase decision.  Methodology: A quantitative study that aims to create a basic understanding of which variable of brand awareness, social media content marketing and eWOM has the greatest impact on a consumer's purchase decision. Data was collected via online survey, with 319 responses, which are analyzed in order to draw a relevant conclusion.  Findings: Based on the collected survey data and previous studies, this study provides insights into the research question, “Which impacts consumers' online purchase decisions most: brand awareness, digital content marketing on social media, or eWOM?”. The findings suggest that brand awareness is perceived to have the most significant influence on respondents' online purchase decisions. However, it is important to note that further in-depth investigation is required to draw definitive conclusions and provide a comprehensive understanding of consumers' online purchase decisions. Therefore, the research question may remain partially unanswered, highlighting the need for future research in this area.  Research limitations: This study is geographically limited to consumers in Sweden and a survey is sent out to respondents of different ages via social media. / Syfte: Syftet med studien är att få svar på vilken variabel av varumärkeskännedom, digital innehållsmarknadsföring på sociala medier och eWOM som har störst påverkan på konsumentens köpbeslut online utifrån studiens insamlade data.  Metod: En kvantitativ studie som syftar till att skapa en grundläggande förståelse för vilken variabel av varumärkeskännedom, digital innehållsmarknadsföring på sociala medier och eWOM som har störst påverkan på en konsumentens köpbeslut. Data var insamlad via en online enkät, med 319 svar, som analyserades för att kunna dra en relevant slutsats.  Resultat: Baserat på den insamlade data från enkätundersökningen, samt tidigare teorier, ger denna studie en inblick i forskningsfrågan, “Vilket av varumärkeskännedom, digital innehållsmarknadsföring på sociala medier eller eWOM har störst påverkan på konsumenters köpbeslut online?”. Resultaten tyder på att varumärkeskännedom uppfattas ha störst inverkan på respondenternas köpbeslut online. Det är dock viktigt att notera att det krävs ytterligare djupgående undersökningar för att dra definitiva slutsatser och ge en omfattande förståelse för konsumenternas köpbeslut online. Därför kan forskningsfrågan förbli delvis obesvarad, vilket understryker behovet av framtida forskning inom detta område.  Avgränsningar: Denna studie är geografiskt avgränsad till konsumenter i Sverige och en enkät skickas ut till respondenter i olika åldrar via sociala medier.

This  research  emphasizes  the role  of  social  media  in  customer  acquisition  retention.Furthermore, it investigates insights that have the potential to benefit tech startups inshaping  their  strategies  and  effectively  allocating  resources  to  achieve  consistentcommunication with their customer base. The field of research is particularly relevant dueto the research gap present in the literature that does not investigate how technologystartups should approach the initial acquisition and retention of the user base, consideringthe limited resources available to these newborn organizations. The research providesinsights into customers' perceptions of brands and companies on social media platforms.It offers intuitions on how to enhance customer trust through these platforms and whichare the preferred way of interaction between customers and companies both on and offsocial media.The study was performed using qualitative and quantitative primary data with the purposeof gaining a deep understanding of the research topic. However, the focus has been puton the quantitative data aiming to create objective and generalizable  results, seekingunbiased findings.The  results  of  the research  showed  how important it  is  to  have  an  effective CRM(Customer Relationship  Management) system as well as  being able to identify  theaudience, understanding, therefore, the communication method that best fit the chosentarget, with the aim of interacting with them in the expected and preferred way, beingthus one step closer on achieving customer retention and acquisition.