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Purpose – The purpose of this research is to investigate the influence of visualelements in sports advertisements on consumer attitudes and purchasing decisions.This paper empirically demonstrates a significant relationship between visualelements, including ambassadors, color, effects, typography, and design, and theirimpact on consumer attitudes and purchasing choices. Design / Methodology / Approach – The research is based on a sample of 229consumers and on a quantitative approach using thematic analysis and surveymethods. A deductive analytical research design is employed, with respondentsrating the impact of various visual elements on their purchase intentions using a5-point Likert scale. The data is analyzed using descriptive statistics and regressionanalysis (Cronbach alpha). Findings – This paper identifies significant visual components in sportsadvertising that affect consumer attitudes and purchase decisions. Ambassadors arefound to be the most impactful visual element, followed by color, effects, andtypography, while design shows a weaker correlation. The regression analysisreveals that visual elements moderately correlate with consumer attitudes and thatimproved consumer perceptions of advertisements lead to higher purchaseintentions. Practical implications – This research highlights the significant impact of visualelements, particularly ambassadors, in sports advertisements on consumer attitudesand purchase decisions. Marketers should prioritize well-known ambassadors andintegrate cohesive visual elements to enhance appeal, while also addressingconsumer values like sustainability to bridge the gap between positive attitudes andactual purchases. Leveraging advanced technologies for immersive experiences canfurther boost engagement and drive sales. Originality/value – This paper provides an impartial analysis of visual elements insports advertisements, rather than focusing on a single brand.

Background: Permission-based email marketing relies on consumers' permission to receive marketing emails. This perspective of marketing offers a cost-effective way to engage with interested customers, offering personalised content and exclusive offers. Further, it influences purchasing behaviour and customer retention, emphasising the importance of trust in successful campaigns. However, research emphasises the necessity for further exploration into the impact of promotional emails on consumer attitudes and emotions.   Purpose: This research examines consumer attitudes toward permission-based emails from a Swedish perspective. Further, the study aims to explore how these attitudes influence brand loyalty.   Method: This study adopts a positivist approach, employing a deductive method and quantitative data collection. Data collection for this study was gathered through an online survey using a convenience sampling method. A total of 145 respondents contributed to the data set. The result is analysed using Structural equation modelling to understand relationships between several constructs.   Conclusion: This thesis's findings indicate a positive attitude toward Permission-based Email Marketing, with perceived personal relevance and current engagement being key predictors. A positive association between attitude towards permission-based email marketing and loyalty was determined. Contrary to prior literature, perceived privacy concerns and registration efforts were determined not to influence attitudes significantly. Collectively, the results emphasise the significance of personal relevance and engagement in shaping consumer perceptions of permission-based email marketing, ultimately enhancing brand loyalty.

<p>The purpose of this thesis is to through brand communication and Red Bull’simage examine how they position themselves as leaders on the Swedish energydrink market. We chose relevant theories within buzz marketing, word ofmouth, sampling and events. Our method of preference was quantitativequestionnaires which we spred through email to students at the LinneausUniversity and other social networks such as Facebook and blogs. Our empiricalstudy is based on our questionnaires and information about Red Bull. Throughanalyze of our empirical study we could draw general conclusions on Red Bull’sdemographic and attitudes the consumers have against the brand and theirproducts.</p><p>From our results we could see how wide and impressive Red Bull’sbrand communication is, and how people who don’t even buy their products stillknow about them and see them as better than their competitors as well as theleading brand on the Swedish energy drink market. Through consistent brandcommunication and communication methods that support and strengthen eachother, Red Bull has managed to retain their position as leaders on the energydrink market in Sweden. Red Bull was the first brand on this market and can tothis very day benefit from the advantages of being first, and own a place inconsumer minds as “the original”, top-of-mind and even synonymous withenergy drinks. The company have adapted some changes in their product line,just like their competitors, but haven’t been affected more noticeably by thecompetition on the market.</p>

Made available in DSpace on 2016-04-25T16:44:52Z (GMT). No. of bitstreams: 1 ADM - Vanessa Gabas Garran.pdf: 3837249 bytes, checksum: b5c38061c4b6f7425586a14683845313 (MD5) Previous issue date: 2006-10-25 / Packages have drawn attention as an important tool in the marketing mix. It has been a long time since they are not considered just for their basic functions, such as keeping, protecting and transporting the product. Nowadays, their promotional role has gained importance and, in many cases, the package represents the only communication tool to the consumer market. This work aims to understand the visual characteristics of food packages (cookies) and their possible influence on the formation of consumer attitudes, represented by cognitive, affective and behavior components. The literature survey allowed concluding that a broad and generally accepted conception of the term attitude is the one which considers it as a general favorable or unfavorable evaluation of an object, formed by beliefs and emotions evoked by it. This evaluation becomes evident through the individual s behavior (behavior component). In order to reach the proposed objective an exploratory and qualitative research has been chosen. In-depth interviews were made using a non-probabilistic sample, selected by convenience. The interviewees could talk about which package attributes they considered more important and, out of such results, it was possible to interpret the exposed opinions utilizing the content analysis technique. Through the categorization of registering units (sentences) obtained in the course of the interviews it was possible to make a comparison between these units and the consumer attitude theory. The results of the research suggest that the visual characteristics of the packages used in the interviews provoke opinions, sensations and inferences regarding product attributes (cookies), what demonstrates the existent relation between colors, illustrations, shapes, texts, drawings and some other visual aspects of the packages and the development of beliefs, emotions and behavior intentions of the consumer / As embalagens têm se destacado como uma importante ferramenta do composto de marketing. Há muito elas deixaram de ser consideradas apenas por suas funções básicas, como conservar, proteger e transportar o produto. Atualmente, o seu papel promocional ganhou importância, sendo que, em grande parte dos casos, a embalagem representa o único meio de comunicação com o mercado consumidor. O presente trabalho objetiva conhecer as características visuais das embalagens de alimentos (biscoitos) e sua possível influência na formação das atitudes do consumidor, representadas pelos componentes cognitivo, afetivo e conativo. O levantamento bibliográfico permitiu concluir que uma conceituação ampla e comumente aceita para o termo atitude é a que considera a mesma como uma avaliação geral favorável ou desfavorável de um objeto, formada pelas crenças e emoções evocadas pelo mesmo. Tal avaliação se torna evidenciada a partir do comportamento do indivíduo (componente conativo). Para o alcance do objetivo proposto optou-se por uma pesquisa de cunho exploratório, qualitativa. Foram realizadas entrevistas em profundidade a partir de uma amostra não probabilística, selecionada por conveniência. As entrevistadas puderam falar dos atributos das embalagens que elas consideravam mais importantes e, a partir de tais resultados, foi possível interpretar as opiniões levantadas utilizando-se a técnica da análise de conteúdo. Por meio do processo de categorização das unidades de registro (frases) colhidas durante as entrevistas, permitiu-se realizar uma comparação destas com a teoria das atitudes do consumidor. Os resultados da pesquisa sugerem que as características visuais das embalagens utilizadas provocam opiniões, sensações e inferências a respeito dos atributos do produto (biscoito), o que demonstra a ligação existente entre as cores, ilustrações, formatos, textos, desenhos e os demais aspectos visuais das embalagens e a formação das crenças, emoções e intenções comportamentais do consumidor

This thesis is focused on consumers' perceptions. It concentrates specifically on the perception of fresh and processed cheeses in terms of health.. The thesis deals with choice of a healthy lifestyle and how it influences consumer behavior and choice of products, which consumers use to present selected lifestyle to their surroundings The paper summarizes the theoretical knowledge of consumer's behavior, what effects it has on his behavior and how the patterns in consumer's mind are created. Using qualitative research and its analysis, the thesis tries to expose consumers' attitude toward the health phenomenon, how are the processed and fresh cheeses perceived in terms of health and how the consumption of processed cheese identifies with the concept of a healthy lifestyle. As a method of qualitative research were used focus groups and in-depth interviews.

Background: For decades, gender representation in advertising has occupied the attention of researchers, where especially advertising that depicts women sexually has been well examined. However, relatively few research works have investigated the sexualization and objectification of men in advertising, although it is starting to change. Research Purpose: The purpose of this research is to analyze Swedish male's perspectives of male representations in fashion advertising, specifically, sexualized, and objectified male representations and its effects on brand image. Methodology: For this study, a qualitative research method with a deductive approach was applied. The data collection was conducted through semi-structured interviews, using a topic guide based on the proposed analytical framework by Edell &amp; Burke. 17 stimulus in the form of advertisements were chosen from internationally well-known brands as well as Swedish brands within the time frame of the last ten years, from 2013-2019. 17 semi-structured, in-depth interviews with Swedish male adults between the ages of 25-57 were conducted. Findings: The findings, in relation to RQ1, showed that the aspects emphasized by Swedish male adults in discussing sexually objectifying images of men in advertising are: “lack of reality”, “body focus and lack of purpose”, “lack of new-thinking” and “lack of inclusion and self-identity with brands”. The findings, in relation to RQ2 showed that the men’s negative feelings, judgements, beliefs and attitudes about and towards most of the brands and advertisements resulted in a negative or ambivalent brand image. An exception to this was the men’s positive feelings, judgements, beliefs and attitudes towards the American Eagle and Dressman which resulted in mostly a positive brand image. Conclusion: In conclusion, the findings of this thesis confirms firstly that the aspects emphasized by Swedish male adults in discussing sexually objectifying images of men in advertising are: “lack of of reality”, “body focus and lack of purpose”, “lack of new thinking” and “lack of inclusion and self-identity with brands”. Secondly, Swedish men’s attitudes towards sexually and objectified males in fashion advertisements resulted in a positive, negative, or alternatively, an ambivalent brand image being created, depending on the context the brand image was analyzed from. Theoretical Contributions: This thesis contributes in several ways theoretically to literature on the topic of advertising, gender stereotyping and sexualizatiom in relation to the advertising of males. Firstly, it highlights a modern phenomena which has been overlooked in previous research. Secondly, it contributes to new areas of consumer attitudes, in this case Swedish male adults, which has not previously been thoroughly investigated. Lastly, this thesis contributes with updated, descriptive as well as specific information on the phenomena and ultimately creating and generating a better understanding of the phenomena: sexualized and objectified men in fashion advertising and the effects it has on brand image.

Corporate Social Responsibility has grown in importance of the present society and therefore becomes a meaningful operation for companies today. Since the society is structured by consumers, companies have been forced to adapt this concept in their work, by the reason of keeping and gaining the consumers. For companies to be able to do so, they have to understand their customers and be aware of the different consumers purchase intention. These intention have shown to differ in regard of different industries, which is why this study have chosen to focus on the food industry, where the criticisms for the CSR initiatives are high. Consequently, the purpose of the study is to describe how consumers’ in the food industry perceive CSR and to explore how the perceived CSR affects their purchasing intention. Two research questions were made and to be able to answer these, relevant theories was established. The research was conducted using a quantitative study and a descriptive approach to analyze the collected data. The collection of data was made through nine interviews, divided into three involvement level for the reason of including all kinds of consumers. The results found that the general brand appearance is reflected in the companies’ products and therefore made their purchase based on this. The consumers perceived it hard to gain credible knowledge of companies CSR which leads them to make their purchase based on responsible certified labelling or recognition of the products instead. The consumers have a higher credibility for the negative information about companies. They therefore acts with CSR as a purchase criterion of this as they exclude products from this kind of companies. The consumer did however not act with CSR as a purchase criterion if the price was too high, as this was of a greater importance than CSR for the consumers. Because of the low information level and the low credibility, the consumers rather makes their decision based on what they perceive as less irresponsible instead of what they perceive as responsible. Keywords: CSR, Corporate Social Responsibility, Consumer perception, Consumer awareness, Consumer values, Consumer attitudes, CSR purchase criterion

The purpose of this thesis is to through brand communication and Red Bull’simage examine how they position themselves as leaders on the Swedish energydrink market. We chose relevant theories within buzz marketing, word ofmouth, sampling and events. Our method of preference was quantitativequestionnaires which we spred through email to students at the LinneausUniversity and other social networks such as Facebook and blogs. Our empiricalstudy is based on our questionnaires and information about Red Bull. Throughanalyze of our empirical study we could draw general conclusions on Red Bull’sdemographic and attitudes the consumers have against the brand and theirproducts. From our results we could see how wide and impressive Red Bull’sbrand communication is, and how people who don’t even buy their products stillknow about them and see them as better than their competitors as well as theleading brand on the Swedish energy drink market. Through consistent brandcommunication and communication methods that support and strengthen eachother, Red Bull has managed to retain their position as leaders on the energydrink market in Sweden. Red Bull was the first brand on this market and can tothis very day benefit from the advantages of being first, and own a place inconsumer minds as “the original”, top-of-mind and even synonymous withenergy drinks. The company have adapted some changes in their product line,just like their competitors, but haven’t been affected more noticeably by thecompetition on the market.

Background: A brand’s reputation can take many years to build up, although the value of the brand is not forever. Accidents, scandals or product safety incidents associated to a certain corporation can affect a brands reputation. The oil spill in the Gulf of Mexico in April 2010 led to much information being spread around regarding BP, the company behind the accident. The environment took damage and BP endured a lot of negative publicity. Purpose: To gain knowledge about the effects on a company suffering from negative publicity and how they could proceed in order to minimize the damage. Delimitations: This study is based on the company BP and their incident in the Gulf of Mexico in April 2010. The investigation was done in the United States of America on American customers with a population restricted to car owners as the study examines purchase behavior. Method: The research was conducted through a deductive quantitative approach. The data sources were collected by an archival analysis and an electronic questionnaire. Conclusion: If the information received from media and from word-of-mouth after an incident (like BP’s oil spill) is considered as negative towards the company, this leads to a decrease in positive attitudes among customers that in turn affects purchase behavior negatively. It is important to implement strategies in the company as a foundation against negative publicity. The study shows that the most influencing strategies on consumer attitudes were corporate social responsibility followed by brand positioning.