Wherever we go, marketing is all around us. Sport events are no exception. Sport events have during the last years become a platform and a communication tool for marketing companies. The major reason for the increasing attraction of sport games is because of its’ enormously attraction of audience. A company that uses sport games in order to market itself is usually a sponsor for a sport association or team. A sponsoring company is provided with the opportunity to associate itself with a team and/or a game. Sponsoring and non-sponsoring companies utilize the amount of audience to reach as many customers as possible. The sponsoring companies need to pay a sponsorship fee. The non-sponsoring companies free ride at the expense of the sponsors, by not paying any fees. The ambushing companies aim, is to draw the consumers’ attention away from the sponsors and onto themselves. The purpose of this research is to study the consumers’ acceptance regarding marketing from non-sponsoring companies in sport games. It is interesting to study a consumer perspective of ambush marketing since the research field is not very explored. A qualitative study with quantitative elements has been used in order to capture the consumers’ opinions. The method used resulted in comprehensive findings. The results show distinct differences within the quantitative and the qualitative findings. The conclusion of this research is that consumers somehow accept the free riding strategy. Consumers believe that they do not lack knowledge regarding sponsoring companies. However, the consumers may lack knowledge concerning the harm ambush marketing causes the sponsoring companies.

The dynamics of use and adoption of information on various online review platforms remain elusive and complex, indicating the importance of more research on electronic word of mouth (eWOM) and online consumer reviews (OCRs). Existing theoretical models do not fully explicate the role of the influential factors and their interrelations in information adoption. This research offers a more holistic model of information adoption. The Information Adoption Model (IAM) and the Elaboration Likelihood Model (ELM) are utilised as the theoretical foundations for the conceptual model while examining the factors that influence consumers' perceptions of and information adoption decisions from Independent and E-merchants' websites. Information usefulness is employed as a mediator. This research examines various COPs (consumer opinion platforms) by categorising consumers into four groups on the basis of their engagement behaviour and investigating their information adoption decisions. The research undertook quantitative methodology and conducted a survey on 635 respondents from Thailand. All hypotheses were developed and tested using data collected via an online questionnaire and were analysed with Structural Equation Modelling (SEM), with multigroup analysis techniques. Additionally, the research used two step cluster analysis and identified four groups of consumers on the basis of their engagement behaviour Quicker, Explorer, Confidant and Passionate. The findings are 1) A positively significant relationship between information usefulness and information adoption has been approved 2) Consumer adopt different information adoption criteria for different types of COPs 3) Consumers' assessment of different factors of OCRs varies due to the difference in the level of online engagement. The results offer useful implications for marketers by identifying and analysing the criteria that consumers adopt from specific platforms and underlining the effect of the level of consumer engagement on information adoption of OCRs.

Fashion advertising has long been repudiated for fostering narrow and stereotypical imagery of women. Today consumers demand advertisements to be inclusive and real in their portrayals. As a result, there is an increasingly visible marketing phenomenon, called Femvertising, which merges the feministic ideology of empowerment and liberty with brand image and sales. The purpose of the study is to explore consumers’ opinions about femvertising by fashion brands. Within this, the thesis seeks to explore how consumers feel about these advertisements and the outcome they perceive these to have. Through snowballed sampling focused on reaching diverse people connected via social media, a wide array of thoughts and perspectives on femvertising is sought to fulfill the purpose. The research employs a mixed method with a deductive approach to analyze its findings in relation to literatures and theories reviewed. The study used an open-ended online questionnaire designed through literature review and advertising theories and distributed it electronically to collect data. Using snowball sampling, the respondents were gathered via social media, who further distributed the questionnaire. The findings demonstrated that our sampling mainly expressed positive responses to the femvertising due to its inclusive, diverse and empowering portrayals. Moreover, these advertisements were viewed as a harbinger of change within the fashion industry. They also, generally view the media and advertising to shape people’s perception about gender roles, albeit if femvertising and its ideals are implemented for the long-term. Within this, respondents also urged brands to ‘walk the talk’ and implement the portrayed ideals within their own businesses’ functioning for larger impact. The findings are useful for fashion marketers and researchers, by showing how femvertising within popular media culture is expected to push forward ideals of feminism both within the fashion industry and society. This thesis contributes to the knowledge of consumers’ opinions and perspectives on femvertising and its potential to profit brands and engender more empowerment and liberty to female gender-based roles.

Darbas susideda iš dviejų dalių. Pirmoji – teorinė darbo dalis. Joje siekiama atskleisti organizacijos įvaizdžio sąvoką, nustatyti pagrindinius elementus, reikšmingiausius modelius, padedančius kurti ir valdyti organizacijos įvaizdį ir juos apibūdinti, aptariamos įvaizdžio struktūros sudėtinės dalys bei tipai. Taip pat vartotojų elgsenos sąvoka, bei viešbučių įvaizdžio vaidmuo ir savybės. Antroji - tiriamoji darbo dalis – viešbučių įvaizdžio tyrimas vartotojų požiūriu. Šioje dalyje nagrinėjamas viešbučių įvaizdis vartotojų požiūriu pagal atliktos anketinės apklausos rezultatus. / The paper consists of two parts. The first one is the theoretical part of the work. It aims to disclose the notion of the image of organisation, to indicate the main elements, the most significant models which benefit to creation and management of the image of an organisation as well as to describe them; constituent parts and types of the image structure are discussed. Also, the notion of consumer behaviour and the role and features of the hotel image are considered. The second part, which is dedicated to research, is the research of the hotel image from consumers’ point of view. This part investigates the hotel image from consumers’ point of view on the base of results of the questionnaire-based survey carried out.

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