Thesis (M.A.)--Creighton University, 2008. / Abstract. Title from title screen (viewed Mar. 8, 2010). DSpace (Bluebrary). Includes bibliographical references: leaves 89-98.

Fast fashion retailers bring apparel products to market much more quickly than in traditional apparel retailing. Fast fashion retailers are able to respond quickly to both fashion trends and consumer demand. Yet the emphasis on speed has quickened the consumption of fast fashion apparel products, which are produced with low quality and thus have short product lifespans. Critics of fast fashion cite these negatives, combined with chemicals, water and energy used in production, among other issues, as detrimental to the environment. However, some fast fashion retailers have implemented sustainable options into their product offerings. This study analyzes consumers’ perceptions of a sustainable brand extension introduced by a fast fashion retailer. The research is divided into two studies. First, an exploratory study was conducted to assess consumer knowledge of sustainability and fast fashion and to uncover potential factors for the model of the second study. Findings show a low level of knowledge of the holistic principle of sustainability and specific adverse effects of the apparel industry and of the concept of fast fashion. Despite some skepticism, participants feel steps must be taken towards sustainability and that every effort helps. The second part of the research tested consumer perceptions of a potential sustainable line extension introduced by a specific fast fashion retailer. Following brand extension theory, study two tests the influence of brand knowledge and affect on both the perceptions of brand-cause fit and brand-extension fit and the influence of cause knowledge and involvement on the perceptions of fit between brand and cause. The influence of brand-extension fit and brand-cause fit on attitude toward the extension was also analyzed. An online self-administrated survey using the written scenario approach resulted in 598 responses. Findings show the influence of brand knowledge and affect on brand-extension fit and brand-cause fit and cause knowledge and involvement on cause-brand fit. Implications for retailers include leveraging consumers’ past knowledge and affect of the brand through marketing of the sustainable product. Overall the study shows that consumers do view sustainable products as fitting with fast fashion retailers, based on their previous knowledge and affect of the brand and cause. / text

I dagens samhälle blir människan utsatt för mer information än någonsin tidigare. Företagen konkurrerar om att just deras budskap ska nå fram till konsumenten för att skapa den påverkan som i slutändan resulterar i konsumtion och som företagen tjänar sina pengar genom. Företagen har inte bara problem att sticka ut bland all övrig marknadskommunikation, människor blir även allt bättre på att sålla ut den information de själva är intresserade av. En av de största svårigheterna i sin kommunikation har företagen fått med den generation som precis ska kliva in i vuxenvärlden, de som är födda mellan 1977 och 1994 vilka varit uppvuxna med en ständig ström av information. Denna generation kallas för generation Y och är individer som utvecklat ett kritiskt sätt att sålla bland information och i synnerhet traditionell reklam. Detta tvingar företagen att finna nya vägar för att kunna påverka denna kräsna generation som ses som en viktig framtida konsument. Denna uppsats hade därför som syfte att undersöka en ny möjlig väg för företagen att komma åt generation Y på varpå en frågeställning har upprättats som lyder: Hur kan generation Y påverkas av produktplacering i bloggar? Produktplacering i bloggar var av stort intresse att utforska då generationen består av de människor som är mest aktiv på sociala medier och som läser flest bloggar. Då det fanns begränsad forskning på hur generation Y påverkas av bloggar och forskning inom produktplacering främst var gjord på medier så som film och TV fann vi ett kunskapshål att försöka fylla. För att fylla kunskapshålet har framförallt teori om kommunikation, påverkan, och generation Y samlats in för att kunna analyseras med det resultat som vi erhöll via en kvalitativ undersökning med två fokusgrupper som innehöll deltagare från generation Y. Resultatet av denna studie påvisade att produktplacering i bloggen kan påverka generation Y:s köpbeteende och hur produktplacering bör utformas samt vad som bör tas i beaktning för att påverkan på generation Y. Denna studie har därför bidragit med relevant kunskap till ett delvis outforskat område. Slutsatserna användas som en vägledning och riktlinjer för flera företag och marknadsförare som funderar på eller har bestämt sig för att produktplacera i bloggar.

Background This descriptive exploratory study was undertaken to ascertain the views of Generation Y New Zealand Registered Nurses (Gen Y nurses) towards nursing, work and career. Little empirical data exists about why young New Zealanders choose to become nurses in the 21st century. Further, little is known about their future career plans or their intentions to remain in the nursing workforce. Currently there is a global nursing workforce shortage with indications that shortages will continue into the future. The nursing shortage is occurring at a time when many populations are ageing and placing unprecedented demands on both health care providers and health care systems. Not only are populations ageing, the burden of chronic disease is escalating. However, there is strong evidence highlighting positive patient outcomes when nursing care is provided by registered nurses. Therefore the long term retention of young nurses is of critical importance for both the health care consumer and the profession. Method A nationwide on-line survey was undertaken with 358 Gen Y Nurses from late 2009 to early 2010. Key findings Young New Zealanders are driven by traditional values of altruism, the desire to care for others, the ability to work closely with people, as well as being able to make a strong contribution to society when deciding to become a nurse. Further, they are seeking interesting, challenging and exciting work. Job security, the ongoing demand for nurses, the ability to leave and return, as well as the ability to combine work and family, are also important factors that help them to choose to become nurses. The Gen Y nurses were overwhelmingly satisfied with their decision to become nurses but they are very clear that nursing does not define them. They appear set to remain in the profession for at least five years with many stating that they wish to increase their clinical skills as well as undertake formal postgraduate study. However, while the Gen Y nurses demonstrated a high level of affective commitment towards nursing, they do not show a high level of continuance or normative commitment. It is questionable if they have long term career plans to remain in nursing. Further, the Gen Y nurses find nursing work to be more stressful and challenging than they anticipated. They expressed concern about nursing salaries, workplace bullying and the impact of shift work on their private lives. They are also concerned about the apparent lack of recognition demonstrated by managers and management of the contribution that nurses make to patient care. A further concern for Gen Y nurses is the lack of understanding by the public about the role of registered nurses. Conclusion Most young New Zealanders who decide to become nurses do not regret their decision to do so. They have chosen to become nurses because of their desire to care for others in a team focused environment with a promise of job security. Many Gen Y nurses are planning on advancing their careers by increasing their clinical skills and academic knowledge. While some are planning to seek promotion, the majority want to remain in a clinical role, at the bedside. While the Gen Y nurses view themselves as career motivated they do not demonstrate a high level of career commitment to nursing. It is therefore imperative that the nursing profession, as well as nursing employers and policy makers, collaborate to design a workplace and work conditions that motivate Gen Y nurses to want to remain in the profession for the long term.

På arbetsmarknaden finns det åtminstone tre olika generationer. Då alla generationer fostras på olika sätt beroende på när de är uppväxta kan det skapas svårigheter kring samarbete, ledarskap och lojalitet i arbetslivet. Vissa menar att dessa generationer är väldigt olika och att de behöver olika typer av ledarskap. Denna studie behandlar skillnader och likheter mellan generation X och Y och hur de ser på hur deras närmsta chef och hur organisationen bör vara. Resultaten av denna kvalitativa intervjustudie med totalt åtta respondenter visar att det finns indikationer på en skillnad mellan generation X och Y då de beskrivit att de har olika behov och uppskattar olika typer av ledare. När så pass många och olika generationer finns på arbetsmarknaden samtidigt kan det vara svårt för cheferna att möta varje enskild generation med en anpassad ledarskapsstil. Det vore istället att föredra om cheferna skapade en ledarskapsstil som fungerade oberoende av generation.

By reading earlier research on Generation Y, content marketing and on social media during the working process the problem has gradually changed, in accordance with an abductive research approach. The study focus has developed from examine marketing methods on marketing towards Generation Y to include on what social media platform Generation Y is most susceptible for content marketing. The purpose of this study is to help companies whose target market is Generation Y to aim their content marketing through the right distribution channels, to save time and money. To meet this objective and to answer the main question of this study, empirical data was collected through a web based, quantitative survey which was completed by a total of 301 respondents, all of them belonging to Generation Y. The collected quantitative data was contrasted with existing theory and was analysed. The study concluded that Facebook is the social media channel where Generation Y feel most susceptible for content marketing, followed by YouTube.

The global apparel market is an increasingly desirable industry sector for many marketers. The apparel retail industry in South Africa has experienced significant growth since the year 2000. In 2009, South Africans spent approximately R57 million on apparel items (Statistics South Africa, 2009). On average, South Africans spend R600 or more per month on apparel, making the apparel industry a very lucrative market. Consumer socialisation is the process by which the youth gain the necessary skills and knowledge that enable them to function as consumers in the marketplace. Consumer socialisation highlights the sources of consumer influences or ‘socialisation agents’ that transfer norms, develop attitudes, motivations and behaviour to the learner. Consumer attitudes, behaviour and skills are acquired through socialisation agents such as parents (father, mother and guardian), peers (brothers, sisters and friends) and the mass media (newspaper, television, radio, magazines) The Generation Y cohort (defined as individuals born between 1986 and 2005) is described as the largest and most profitable consumer group for marketers. Generation Y is a lucrative and growing market segment, particularly for apparel retailers. Apparel includes clothing, shoes, jewellery and cosmetics. Those Generation Y members engaged in tertiary education represent an especially important segment given that tertiary education often translates into higher future earning potential and a higher social status within a community and among peers. The primary objective of this research study was to investigate Generation Y students’ attitudes towards the influence of socialisation agents’ on apparel purchasing intentions in South Africa. The target population used in this research study was defined as full-time Generation Y undergraduate students, aged between 18-24 years, who were enrolled at public higher education institutions (HEIs) in South Africa in 2013. The sampling frame comprised the 23 registered South African public HEIs. A non-probability judgement sample method was used to narrow this sampling frame down to two HEI campuses situated in the Gauteng Province. For this study, a convenience sample of 500 full-time Generation Y students who were registered at these two South African HEI campuses during 2013 was drawn. A self-administered questionnaire was used for the collection of primary data for this research study. Academic staff at each of the two HEIs were contacted and asked if they would assist with the distribution of the survey questionnaire to students during class. The attitude towards the influence of socialisation agents on apparel purchasing intentions was measured based on peers, parents and the media. The outcomes from this research study suggest that Generation Y students do not perceive the influence of socialisation agents (peers/parents/media) as being particularly positive. While there was a significant positive relationship between their perceptions concerning the influence of peers, parents and media on apparel purchasing, none of these socialisation agents were perceived as having a significant influence on the Generation Y students’ monthly apparel spending. In terms of gender differences, males perceived the peer influence to be more important while females perceived the parent influence to be more important. There was no significant difference between males and females concerning the importance of the media influence on apparel purchasing. The analysis of statistical information gathered from this study will be relevant to both marketing practitioners and academia in understanding Generation Y consumers’ attitudes towards the influence of socialisation agents (peers/parents/media) in apparel purchasing intentions. / MCom (Marketing Management), North-West University, Vaal Triangle Campus, 2014

Forskning på vad som motiverar Generation Y är begränsad då generationen är relativt ny på arbetsmarknaden. Trots detta finns det mycket föreställningar om hur denna generation beter sig. Dagens arbetsgivare står inför utmaningen att uppfatta vad den nya generationen på väg in på arbetsmarknaden drivs av i arbetet samt att kunna tillgodose detta. Syftet med studien var att beskriva vilka drivkrafter den svenska Generation Y upplever att de har i relation till arbetet. Undersökningen utgick från en kvalitativ ansats och utgjordes av semistrukturerade intervjuer. Deltagarna bestod av sex personer som var mellan 21 och 31 år. Resultatet indikerar att deltagarna drivs av återkoppling, utvecklingsmöjligheter, varierande arbetsuppgifter samt möjligheten till att kunna påverka sina arbetstider och uttrycka sina åsikter. Deltagarna är oavsett ålder, roll och branschtillhörighet relativt samstämmiga om vilka drivkrafter som de upplever att de har i relation till arbetet. Resultatet går i linje med vad tidigare forskning och studier har indikerat på.

Denna uppsats har till syfte att redogöra för Generation Y och vad Karlstads kommun bör tänka på i kommande rekrytering av denna målgrupp. Generation Y trädde in på arbetsmarknaden runt millennieskiftet och förväntas nu ta över efter den stora andel äldre som snart lämnar sina arbeten och blir pensionärer. Till följd av att det föreligger ett stort rekryteringsbehov inom kommunal verksamhet under kommande tioårsperiod såg vi här ett problemområde som var intressant att forska vidare i. I arbetet med att klargöra attribut som är signifikativt för just Generation Y föll det sig naturligt att också se vad som kännetecknar tidigare generationer för att på så sätt reda ut vad som skiljer dessa åt. Studien är uppbyggd på en kvalitativ intervjustudie som utgörs av sju halvstrukturerade forskningsintervjuer. Den teoretiska bakgrunden bygger på tidigare forskning och redogör för relevanta begrepp inom området, däribland Employer Branding och Generation Y. Resultatet av vår studie visar vad som är attraktivt i arbetet för Generation Y och vi sammanfattar detta i de fem kategorierna; mening, möjligheter, trygghet, social interaktion och kommunikation. Det är emellertid viktigt att tänka på att det inom detta område finns begränsat med tidigare forskning. Detta betyder att det inte är helt oproblematiskt att generalisera en hel generation, vi ser också ett behov av ytterligare forskning om Generation Y.

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