This study aims to see how H&M are using crisis communication through Facebook to investigate if they are able to contain their reputation and trustworthiness during and after crisis. This has been done by a quantitative content analysis and the qualitative critical discourse analysis with Norman Fairclough’s three-dimensional model. The study is based on theories relating to crisis communication, brand preservation, ethnicity and rhetoric. The study has been conducted on an official statement H&M made on its Facebook page where 579 comments were analyzed. In the quantitative analysis, three themes emerged from which qualitative research took its starting point to prevent the occurrence of subjective interpretations of the material. In the qualitative analysis, these themes developed and deployed in the categories racism, defense and insultment with subsequent subcategories. These themes were analyzed further in relation to the theoretical framework. H&Ms statement and answers have been analyzed separately. The study found that crises based on trust such as this children's collection probably trigger harder against smaller companies that are more dependent on reputation and credibility than world- leading clothing companies like H&M.

Crisis communication can make a crisis turn into a double crisis. The purpose of the thesis is to analyze by which rhetorical means a double crisis can occur. With the Swedish zoo Parken Zoo as a specific example, this essay examines the crisis communication during the crises that started with the tv-show Kalla fakta. The tv-show revealed that Parken Zoo killed and slaughtered endangered and sacred animals. When asked about the specific animals, the head of the zoo gave different answers – which contrasted with former employees testimony. The essay aim to find how the chosed strategies could affect the company’s ethos. The episode of Kalla fakta is studied. Also a press release from Parken Zoo and a letter posted on Facebook from the head of the Zoo is examined. To find which rhetorical strategies that are communicated the paper uses the theory of status, Benoits apologia theory and Bitzers theory about the rhetorical situation. The method used is rhetorical criticism. The results include the crisis communications accusations and answers. The conclusions of the thesis is that the contrast between evidence and Parken Zoo:s statements results in a loss of trust for the company. Parken Zoo also, in some cases, fortify the accusations with their answers. The local authorities owns the zoo, but they are absent in the crisis communication. This leads to a confusion regarding who is responsible.

För professionella atleter har det blivit allt viktigare med starka, personliga varumärken. Det är av stor vikt för personliga varumärken att associeras med positiva och attraktiva attribut då detta influerar konsumenter i deras val av konsumtion. Personliga varumärken representerar olika värderingar, och utifrån dessa värderingar bygger konsumenter upp särskilda förväntningar. Om ett personligt varumärke, i detta fall en atlet, avviker från konsumenters förväntningar kan det komma att påverka varumärkets anseende och det kan bli svårt att reparera skadan som avvikelsen orsakat. Etiska, respektive lagliga överträdelser är exempel på avvikelser som kan störa förväntningarna konsumenter har på atleter. Syftet med denna studie är att undersöka om konsumenters uppfattningar och konsumtion av atleters personliga varumärken ändras efter att atleter begått etiska, respektive lagliga överträdelser, samt att undersöka vad konsumenter anser om olika återhämtningsstrategier atleter använt sig av för att reparera sina personliga varumärken. För att undersöka detta har Therese Johaug och Tiger Woods valts ut som studieobjekt. Tillsammans med litteratur och tidigare forskning används de två atleternas personliga varumärken, deras överträdelser och återhämtningsstrategier för att besvara studiens syfte och forskningsfrågor. Studien använder metodkombination och 162 konsumenter har svarat på studiens enkätundersökning och åtta konsumenter har deltagit i semistrukturerade intervjuer. Studien visar att överträdelser, oavsett etisk eller laglig karaktär, påverkar konsumenters uppfattningar om atleters personliga varumärken negativt. Vidare visar studien att konsumenters intentioner att konsumera atleters personliga varumärken minskar för hälften och är oförändrade för hälften, oavsett överträdelsens karaktär. Slutligen visar resultatet att konsumenter föredrar strategier där atleter tar på sig ansvar och ber om ursäkt för överträdelsen. Det visar sig även vara fördelaktigt om den anklagade atleten försöker sätta händelsen i en mer fördelaktig kontext, samt förklarar hur åtgärder ska vidtas för att överträdelsen inte ska återupprepas. / For professional athletes it has become increasingly important to maintain strong, personal brands. It is of great importance for personal brands to associate with positive and attractive attributes as this affects consumers in their choice of consumption. Personal brands represent different values, and on the basis of these values, consumers build up specific expectations. If a personal brand, in this case an athlete, deviates from consumer expectations, it can affect the brand's reputation and it can be difficult to repair the damage caused by the deviation. Ethical and legal transgressions are examples of deviations that can disrupt the expectations consumers have of athletes. The purpose of this study is to investigate whether consumers’ perception and consumption of athletes' personal brands change after athletes have committed ethical or legal transgressions, as well as to examine how consumers perceive the different recovery strategies athletes have used to repair their personal brands. To study this, Therese Johaug and Tiger Woods have been selected as study objects. The two athletes’ personal brands, their different transgressions and recovery strategies are used along with literature and previous research related to the subject to answer the study's purpose and research questions. The study uses a method combination and 162 consumers responded to the study's survey and eight consumers participated in semi-structured interviews. The study shows that transgressions, regardless of ethical or legal character, negatively affect consumers’ perceptions of athletes’ personal brands. Furthermore, consumers’ intentions to consume athletes’ personal brands were found to decrease for half of them, and maintain the same for the other half, regardless of the character of the transgression. Finally, the results show that consumers prefer image repair strategies where athletes take responsibility and apologize for the transgression. It was also shown to be favorable if the athlete tried to put the transgression in a more advantageous context and explained what actions that were going to be made to prevent the transgression from being repeated.