No description available.

Forskningsfrågor: Vilka faktorer påverkar köpintentioner hos konsumenter vid användning av celebrity endorsement? Vilken av de faktorerna har störst påverkan på konsumenternas köpintentioner? Syfte: Syftet med studien är att undersöka vilka faktorer som har en påverkan på konsumenters köpintentioner till företag vid användning av celebrity endorsement. Studien ämnar att analysera vilken av faktorerna som har större påverkan på köpintentioner.   Metod: Studien baseras på en kvantitativ forskningsmetod och primärdata har samlats in via en webbaserad enkätundersökning. Undersökningen resulterade i 273 svar varav 216 godkända svar. Utifrån en systematisk litteratursökning skapades en teorimodell med tillhörande hypoteser. Resultatet från undersökningen analyserades med hjälp av programmet IBM SPSS-Statistics. En korrelations- och regressionsanalys genomfördes för att få fram eventuella samband.  Slutsats: Resultatet visade att faktorerna, kändisens attraktivitet, förtroende för kändisen samt kändisens förtrogenhet har en påverkan på konsumenters köpintention vid användning av celebrity endorsement. Den faktor som har störst påverkan på köpintentionen är kändisens attraktivitet. Faktorn publicitet kring kändisen visade inga signifikanta eller starka samband till köpintention och det kunde därför inte konstateras om det har en påverkan på köpintentionen. / Research questions: Which factors affect consumers purchase intentions when using celebrity endorsement?  Which of the factors has the greatest impact on the customers purchase intentions? Purpose: The purpose of this study is to examine which factors have an impact on consumers purchase intentions when companies are using celebrity endorsement. The study intends to analyze which factor that has the largest impact on purchase intentions. Method: The study is based on a quantitative research strategy were the primary data has been collected via a web-based survey. The survey got 273 answers and resulted in 216 approved answers. Based on a systematic literature review a theoretical model was created with associated hypotheses. The result from the study was analyzed with the program IBM SPSS-Statistics. A correlation- and regression analysis was made to discover eventual relations. Conclusion: The result showed that the factors; celebrities’ attractiveness, trust in the celebrity, and celebrities’ familiarity have an impact on consumers' purchase intent when using celebrity endorsement. The attractiveness of the celebrity is the factor with the largest impact on purchase intention. The publicity of the celebrity did not show any significant relation to consumers' purchase intention.

Background: Brand loyalty is an essential asset for brands as it helps brands to build a strong brand. Therefore, brands invest a significant amount of money in their marketing efforts and strategies to create and maintain brand loyalty in an ever-competitive market. One of these strategies is social media marketing, or more precisely, influencer marketing. Before influencer marketing arose, as it is known today, brands used celebrity endorsements to market the brand. However, as influencer marketing increased in popularity for brand endorsements, celebrity endorsement became less sought after and can be considered equal in their characteristics due to their fame and well-known personality. Prior research has not investigated how influencer endorsement impacts brand loyalty, therefore, this thesis applied the concept of celebrity endorsement in the context of influencer marketing and thereby treated influencers as celebrities due to their similar characteristics. Purpose: The purpose of this research is to explain the impact of influencers endorsement on brand loyalty. Methodology: This study used a deductive and quantitative approach and had an explanatory purpose and a cross-sectional research design. This study also presented a new model including three hypotheses that assumed a positive impact of the characteristics of an influencer’s endorsement on brand loyalty. The data collection was done through a self-completion questionnaire distributed online, which resulted in 104 valid responses. Findings: The findings of this study is that all the hypotheses (H1, H2, H3) are found insignificant in the all model (Model 5). This is because the hypotheses were rejected since the significance level of the ANOVA-test showed that the model was not significant as the significance level was above the accepted level (p<0.05). Hence,  no significant evidence can come from this study.  Conclusion: The conclusion that can be drawn from this study is that no significant relationship was found between the concepts of authenticity, credibility, and trustworthiness on brand loyalty, and based on these variables, influencer endorsements do not have an impact on brand loyalty.

Idag handlar marknadsföring inte längre bara om att kommunicera ut ett budskap till en kund, utan även att hjälpa till att skapa ett bra intryck så att kunderna börjar kommunicera och föra budskapet vidare. I och med digitaliseringen kan företagen använda sig av olika sociala kanaler för att nå ut till en större räckvidd och förmedla sitt budskap till en större grupp konsumenter. Förr kunde en bra Tv-reklam eller annons i tidningen vara tillräcklig för att konsumenten skulle vilja köpa produkten men idag räcker inte det. Idag kan konsumenter enkelt använda sig av sociala medier för att hitta inspiration och bli påverkade i sin köpprocess och sina beslut. I takt med att fler använder sociala medier bör även företagen följa. På grund av den digitala utvecklingen har allt fler företag valt andra marknadsföringsstrategier för att kunna nå ut till en större räckvidd bland konsumenterna. Ett exempel är genom sociala medier som har fått en större betydelse när det kommer till marknadsföring, reklam och kommunikation. Användarna inom sociala medier har även ökat exponentiellt varje år, vilket är en anledning till att allt fler företag väljer att använda sig av sociala medier som en marknadsföringsstrategi. I denna studie kommer användandet av sociala medier granskas och attityden kring influencer marketing via dessa kanaler undersökas. Syftet är att undersöka utfallet av denna typ av marknadsföring samt vilka marknadsföringsstrategier som bör tillämpas av företagen med hjälp av dessa kanaler. Vidare är även syftet med denna studie att lägga grunden och kartlägga attityder för att man i vidare forskning ska kunna fördjupa sig inom området. För att kunna svara på studiens forskningsfrågor har en kvantitativ forskningsmetod tillämpats. En kvantitativ ansats ansågs mest lämplig eftersom målet var att kunna uppnå ett mer representativt och brett resultat som möjligt. Studien resulterade i att influencer marketing via sociala medier hjälper företag att nå ut till fler potentiella konsumenter med färre resurser. Användandet av sociala medier är hög och kommer att fortsätta öka, därmed kan marknadsföring via dessa kanaler leda till att dess budskap når ut till en större räckvidd. Studien har även resulterat i att attityden gentemot influencer marketing via sociala medier är relativt positivt men att det kan bli för mycket reklam vilket leder till irritation. Därmed är det viktigt som marknadsförare att hitta en balansgång, där det inte blir för mycket reklam men ändå inte för lite. Sammanfattningsvis anser vi att denna strategi lyckats med något som traditionell marknadsföring har försökt med i decennier. / Today, marketing is no longer just about communicating a message to a customer, but also helping to create a good impression so that customers begin to communicate and convey the message further on. With digitalization, companies can use different social channels to reach a wider reach and convey their message to a larger group of consumers. In the past, a good TV commercial or advertisement in a magazine could be enough for the consumer to want to buy the product, but today it is not enough. Today, consumers can easily use social media to find inspiration and be influenced in their buying process and decision-making process. As more people use social media, companies should follow. Due to the digital developments, more and more companies have chosen other marketing strategies to reach a wider range of consumers. An example is through social media which has become more important when it comes to marketing, advertising and communication. Social media users have also increased exponentially each year, which is why more and more companies are choosing to use social media as a marketing strategy. In this study, the use of social media will be researched and the attitude of influencer marketing through these channels will be examined. The purpose is to investigate the outcome of this type of marketing as well as how the marketing strategies should be applied by the companies using these channels. Furthermore, the purpose of this study is also to lay the groundwork and map out attitudes so that in further research it will be possible to immerse in the field. To be able to answer the study's research questions, a quantitative research method has been applied. A quantitative approach was considered most appropriate as the goal was to be able to achieve a more representative and broad result as possible. The study proves that marketing via social media helps companies reach more potential consumers with fewer resources. The use of social media is high and will continue to increase, thus marketing through these channels can lead to its message reaching a wider range of people. The study has resulted in the attitude towards influencer marketing via social media being relatively positive, but when there is too much advertisement it leads to irritation. Therefore, it is important as a marketer to find the right balance, where there is not too much advertisement but not too little. In conclusion, we believe that this strategy has succeeded with something that traditional marketing has tried for decades. This study will be written in Swedish.

Syftet med studien var att undersöka om det går att predicera hur väl den anställde talar om organisationen (mätt genom Employee Brand Equity Scale) utifrån prediktorerna arbetstrivsel (mätt genom The Generic Job Satisfaction Scale), organisationsidentitet (mätt genom Identification With a Psychological Group Scale) samt delaktighet (mätt genom Communication Satisfaction Questionnaire). En kvantitativ studie utfördes på en organisation inom stålindustrin. En enkät skickades ut och besvarades av 279 medarbetare. En multipel linjär regressionsanalys påvisade att ju högre delaktighet, arbetstrivsel och organisationsidentitet desto mer ökning gällande hur väl den anställde talar om organisationen. Prediktorerna förklarade tillsammans 61 % av responsvariabeln (hur väl den anställde talar om organisationen). Hur väl den anställde talar om organisationen kunde starkast förklaras genom prediktorn arbetstrivsel följt av prediktorerna organisationsidentitet och delaktighet. / The purpose of the study was to investigate whether it is possible to predict how well the employee speaks about the organization (measured by Employee Brand Equity Scale) based on the predictors of job satisfaction (measured by The Generic Job Satisfaction Scale), organizational identity (measured by Identification With a Psychological Group Scale) and participation (measured by Communication Satisfaction Questionnaire). A quantitative study was conducted on an organization in the steel industry. A survey was sent out and answered by 279 employees. A multiple linear regression analysis showed that the higher the participation, job satisfaction and organizational identity, the more increase regarding how well the employee speaks about the organization. The predictors together explained 61% of the response variable (how well the employee talks about the organization). How well the employee speaks about the organization could be explained most strongly by the predictor of job satisfaction followed by the predictors of organizational identity and participation.

Titel: Produktexponering på sociala medier - en studie om hur bloggar och Snapchat påverkar konsumenters inköpsbeslut. Nivå: C-uppsats i ämnet företagsekonomi Författare: Maya Sundlöf och Malin Lund Handledare: Jonas Kågström Datum: 2015   Syfte: Vårt syfte är att undersöka om konsumenters inköpsbeslut och val av varumärke påverkas av exponering av produkter på bloggar respektive Snapchat.   Syftet med studien är att undersöka om konsumenter blir påverkade av kända personers produktexponeringar på deras bloggar och på deras Snapchat.   Metod: I studien genomfördes ett experiment med 98 deltagare som var uppdelade i fyra experimentgrupper. I studien blev en experimentgrupp exponerad av produkter från blogginlägg och en annan experimentgrupp blev exponerad av produkter från bloggares Snapchat. I resterande två experimentgrupper tillämpades defaulteffekten för att se om det skulle påverka deras val av varumärke.   Resultat & slutsats: Resultatet visar att Snapchat är den typ av social media som personer i större utsträckning blir påverkade av vid produktexponeringar. Bloggar påverkar i större utsträckning ett inköpsbeslut när kända personer ger rekommendationer. Vår slutsats är att Snapchat är ett fungerande marknadsföringsverktyg när det gäller att marknadsföra produkter och väcka uppmärksamhet hos personer. Bloggar är också ett fungerande marknadsföringsverktyg och påverkar konsumenten mest när någon vill marknadsföra ett varumärke för en produkt.   Förslag till fortsatt forskning: Se marknadsföring via sociala medier från ett företagsperspektiv, hur företagen tänker vid val av kända personer att marknadsföra sig via samt hur bloggare tänker vid val av företag att samarbeta med. Uppsatsens bidrag: Då bloggar visat sig vara ett bra marknadsföringsverktyg valde vi att genomföra en studie om Snapchat är ett likvärdigt marknadsföringsverktyg då forskningsområdet om detta är svagt. Vi har även undersökt om produktexponering påverkar konsumenters inköpsbeslut. Nyckelord: Sociala medier, celebrity endorsement, blogg, Snapchat, varumärke, defaulteffekt, personal branding / Title: Product Exposure on social media - a study on how blogs and Snapchat influence consumers' purchasing decisions. Level: Final assignment for Bachelor´s Degree in Business Administration: Marketing Author: Maya Sundlöf and Malin Lund Supervisor: Jonas Kågström Date: 2015   Aim: Our aim of this study is to investigate whether consumers' purchase decisions and brand of choice is affected by exposure of the products on blogs and Snapchat.   The purpose of this study is to investigate whether consumers are affected by known person’s product exposure on their blogs and on their Snapchat.   Method: The study conducted an experiment with 98 participants who were divided into four experimental groups. The study was an experimental group exposed to products from blog posts and another experimental group were exposed products from bloggers Snapchat. In the remaining two experimental groups were applied default effect to see if it would influence their choice of brand.   Results & Conclusion: The result shows that Snapchat is the kind of social media as people increasingly become affected by the product exposures. Blogs influences to a greater extent a purchase decision when famous people give recommendations. Our conclusion is that Snapchat is an effective marketing tool when it comes to marketing products and attract attention of people. Blogs are also an effective marketing tool and affects the consumer the most when someone wants to advertise a brand name for a product.   Suggestions for further research: Marketing on social media from a business perspective, how businesses in the choice of celebrity endorsement to work with and how do bloggers in the selection of companies to work with.   Contribution of the thesis: When blogs proved to be a good marketing tool, we chose to conduct a study on snapchat is an equivalent marketing then research on this is weak. We also investigated whether the product exposure affects consumers' purchasing decisions.   Key words: Social media, celebrity endorsement, blog, Snapchat, trademarks, default effect, personal branding

Author of the diploma thesis deals with the endorsement process of IFRS 9. In the first chapter, the author briefly describes the historical development of international accounting standards that have regulated or otherwise related to financial instruments and outlines the developments in the field. In the main chapter of the thesis, author discusses in detail the endorsement process, characterizes the bodies and institutions involved in the process, describes the endorsement process as such, analyses the criteria according to which the compliance of the new standard with EU law is assessed and describes how European institutions participate in preparing standards before their adoption by the IASB. Author shows how the described procedure and criteria are applied in the approval of IFRS 9. Lastly, author analyses on a sample of companies listed on the Prague Stock Exchange how these companies are considering the endorsement of IFRS 9 by the European Union and the obligation to report their financial instruments under IFRS 9 from 2018.

Titel: Hur påverkas varumärkesassociation och varumärkesattityd vid en co-branding kris - en kvantitativ studie Nivå: Examensarbete på grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Caroline Holmberg och Katja Stellmo Handledare: Peter Ek Datum: 2024 – Maj Syfte: Syftet med studien är att studera förändringen i varumärkesassociation och varumärkesattityd vid en co-branding kris.  Metod: I studien har en kvantitativ forskningsmetod använts. Den kvantitativa delen av studien utgörs av en enkätundersökning. Enkätundersökningen var webbaserad och bestod av ett bekvämlighetsurval av konsumenter och genererade 122 svar. Data analyserades av parat t-test och redovisades i en tabell.  Resultat och slutsats: Resultatet i studien visar att negativ publicitet kring den kända personen i ett co-branding samarbete, påverkar varumärkesassociation och varumärkesattityd mot alla varumärken som samarbetet involverar. Det visade dock att förändringen av associationer och attityder gentemot den kända personen var störst. Examensarbetets bidrag: Denna studie bidrar med ökad förståelse kring risker med ett co-branding samarbete, vilket kan ge stöd åt företag för att vidareutveckla krishantering och policys.  Förslag till fortsatt forskning: Vidare studier bör göras för att få en djupare förståelse omkring hur positiva samt negativa händelser kan spilla över inom co-branding samarbeten. Ett ytterligare förslag för forskning vore att undersöka påverkan av flera variabler som till exempel köpintention, vilket kan bidra till den företagsekonomiska forskningsansatsen.  Nyckelord: Co-branding, Varumärkesassociation, Varumärkesattityd, Kändisanknytning (Celebrity endorsement), Negativ publicitet. / Title: How does brand association and brand attitude change during a co-branding crisis - a quantitative study  Level: Bachelor's thesis in Business Administration Author: Caroline Holmberg and Katja Stellmo Supervisor: Peter Ek Date: 2024 – May Aim: The purpose of the study is to examine the change in brand association and brand attitude during a co-branding crisis.  Method: The study utilized a quantitative research method. The quantitative aspect of the study consisted of a survey. The survey was web-based and conducted with a convenience sample of consumers, generating 122 responses. Data was analyzed using paired sample t-tests and presented in a table. Results and conclusions: The results of the study indicate that negative publicity surrounding the celebrity in a co-branding collaboration, affects brand associations and brand attitudes towards all brands involved in the collaboration. However, the change in associations and attitudes towards the celebrity was the most significant. Cotribution of the thesis: This study contributes to an increased understanding of the risks associated with co-branding collaborations, which can support companies in further developing crisis management and policies.  Suggestions for future research: Further studies should be conducted to gain a deeper understanding of how positive and negative events can spill over within co-branding collaborations. Another suggestion for future research would be to investigate the impact of multiple variables, such as purchase intention, which can contribute to the field of business economics research.  Key words: Co-branding, Brand association, Brand attitude, Celebrity endorsement, Negative publicity.

The social media usage in this decade has seen a vast expansion, expansion that has been observed in the amount of time users spend on social media. This has provided ground for advertising within the media. Exploiting those opportunities, a number of advertisement tricks have been contrived and exercised with the intention of drawing the users’ attention and turning them into potential customers, although the effectiveness of these advertising has shown mixed results. Moreover there is an insufficient amount of scientific research within social media advertising, as well as the forms and effects of this form of advertising. The aim of this study is to identify and explain the main forms of social media advertising, acquire an understanding of the reasons behind the labeling, by the users, of these advertising techniques as irritating, as also, rank the tricks based on the irritation levels effectuated by them to the users. As a result the paper will provide a concentrated guide of social media advertising techniques, with positive and negative aspects of each type of trick and distinguish those tricks that effectuate the most consequential effects. To achieve this goal, a questionnaire was conducted and aimed to a demographic representing the majority of social media users and as a derivate the users that most frequently encounter social media advertising tricks. The results indicated an inclination towards advertisement that make use of celebrity personalities. The reasons and motivations that lead to this eventuality can be due to contempt, appreciation or practical post characteristics.

Background The concept of celebrity endorsement is a constantly growing marketing communication tool. A recent example of when the usage of celebrities within advertising has been successful is the case of Zlatan Ibrahimovic endorsing Volvo. Because of the expansive usage of celebrities in advertising as well as the ongoing increase of competition, the development for further efficiency in celebrity endorsement is essential for creating efficient advertisements. The foundation of this thesis relies upon the meaning transfer model (McCracken, 1989) as well as the source effects model (Ohanian, 1990). Purpose This thesis intends to investigate how the different source effects within celebrity endorsement are appealing to the various consumers based on their age and gender. To be able to further investigate into the nature of the differences between genders, we will observe how gender stereotypical- and gender neutral products are perceived by the consumers and the role that the gender of the endorser plays in celebrity endorsement. Method In order to fulfill the purpose of this thesis, an abductive study was conducted by the usage of both quantitative and qualitative data. The data was collected through a questionnaire, both among the members of Bryngfjorden GK and students at Jönköping International Business School, and focus groups with participants representing the overall population of Sweden. Conclusion We have identified numerous of different characteristics of the consumers that will influence their perception of celebrity endorsers in advertisements, thus depending on age and gender. Mainly we have found is that younger consumers put a large emphasis on the attractiveness effect of the celebrity endorser compared to older people who rather emphasize on the credibility effects of the endorser. Further we have found explanations for how different product types are dependent on the gender of the consumer, as well as the gender of the endorser, for creating an effective advertising message.