Abstract Background <img src="file:///page3image5064" /> <img src="file:///page3image5488" /> <img src="file:///page3image5648" /> <img src="file:///page3image5808" /> <img src="file:///page3image6232" /> <img src="file:///page3image6392" /> Branding is a significant asset for a company, and can provide a firm with sole association and a special meaning for the consumer. Consumer research generally stresses the idea of positive consumption of brands and a gap in the consumer behaviour studies regarding brand avoidance can be exemplified. Subsequently, brand avoidance has recently received more attention, as the importance to identify what brands consumers deliberately avoid is as valuable to recognize. In order to get a more comprehensive image of the market, the relevance to examine the drivers of service brand avoidance has been identified. Purpose The purpose of this paper is to investigate the drivers of why people deliberately avoid certain service brands. Based upon the purpose, three questions have been framed: What are the drivers of brand avoidance in the service industry? How can the drivers identified connect to previous research, primarily made by Lee et al. (2009b) and later revised by Knittel et al. (2016)? Is it possible to draw conclusions regarding all services? Method The thesis is mainly exploratory in its nature due to the insights that is required in order to investigate people’s behaviour. The data has been collected through 16 semi- structured interviews where participants have shared their stories connected to service brand avoidance. The data has then been interpreted and in most cases been connected to previous literature. Conclusion Most consumers avoid several types of service brands, both deliberately and unconsciously. The findings from interviews have been connected to previous literature, but also some new conclusions have been made regarding the service industry. Five categories with sub-themes have been identified and linked to earlier studies by Lee et al. (2009b) and Knittel et al. (2016); experiential, identity, moral, deficit-value, and marketing avoidance. The findings show a deeper knowledge of brand avoidance but solely in the service industry.

Traditionell marknadsföring tycks ha allt svårare att nå konsumenter. När flera vill göra sig hörda samtidigt blir det svårt att sticka ut och göra sig sedd. När någon kommer med något nytt, gör andra likadant. Ett sätt att sticka ut är genom att vara originell och ha en unik varumärkesidentitet, eftersom den är svår att kopiera. Evenemang kan också fungera som varumärken. De arrangeras ofta av flera olika organisationer, vilket gör att varumärkes-identiteten påverkas av många viljor. Syftet med den här studien är att ta reda på hur ett evenemang med flera olika organisationer arbetar med sin varumärkesidentitet för att kommunicera en enhetlig bild av evenemangsvarumärket. Eftersom kärnvärden är en viktig del av varumärkesidentiteten är syftet också att undersöka hur dessa återspeglas i ett evenemangs kommunikation via dess hemsida, som är ett effektivt sätt att nå konsumenter. För att besvara syftet gjordes en fallstudie med intervjuer och innehållsanalys. Vår studie visar att för att lyckas framgångsrikt med ett evenemang med flera bakomliggande organisationer är det en klar fördel att ha endast en drivande organisation som sköter det praktiska arbetet och att de andra endast bistår med ram- och/eller regelverk. Den drivande organisationen måste ha en tydlig organisationsstruktur och klara roller eftersom det under-lättar beslutsfattandet. Evenemangsorganisationen behöver arbeta aktivt med varumärket, både internt och externt, för att evenemangsupplevelsen (serviceprocessen) ska förmedla rätt bild av varumärket och leva upp till de löften som getts i de planerade kommunikations-budskapen, till exempel via annonser. Ett starkt varumärke behöver kontinuerligt ses över för att spegla varumärkets värderingar och samtidigt vara aktuellt. Studien tydliggör att kärnvärden ska vägleda det interna arbetet så att den externa kommunikationen sänder rätt budskap, även om de externt ska vara indirekta. En evenemangshemsida ska representera varumärket i både struktur och innehåll, och därför är det viktigt att kärnvärdena återspeglas i användarvänligheten, samt i bild och text. / It seems like it is becoming increasingly more difficult for traditional marketing to reach consumers. When several companies and the like simultaneously want to be heard, it becomes difficult to stand out from the crowd and be seen. When someone comes with something new, others copy that. One way to stand out is to be original and have a unique brand identity, since it is harder to copy. Events can also act as brands. They are often arranged by various organisations, which mean that the brand identity is influenced by many. The purpose of this study is to determine how an event with various organisations involved works with the brand identity in order to communicate a coherent image of the brand. Since the core values are the foundation for the brand identity, the purpose is also to examine how these are reflected in an event’s communication via its website, which is an effective way to reach customers. To fulfil the purpose of this paper, a case study with interviews and content analysis was conducted. Our study shows that to succeed with a successful event, with several underlying organisations, there is a clear advantage in having only one organisation that manages the practical aspects of the event. The other organisations provide frames and/or set of regulations. The event organisation must be provided with a clear organisational structure and distinct roles, to facilitate the decision making. The event organisation has to actively work with the brand, both internally and externally, to convey the right image of the brand during the event experience (service process). Further, the event organisation has to make sure that the promises made in the planned communication, such as advertisement, are kept. A strong brand needs to be revised to reflect the brand values and to be up-to-date. The study clarifies that core values shall guide the internal work so that the correct message is conveyed in the external communication, where the core values are expressed indirectly. A website for an event should represent the brand in both structure and content. It is therefore important that the core values are reflected in usability as well as in pictures and text.

As the rise of tourism industry, and the rapid development of hotel industry in China, we are eager to learn how different hotel brands operate there. This research focus on the study of top management team leaders and service brand value in hotels, where we also discuss the issues such as institutional context, human resource practices, service culture, and employee service behaviour. The research was conducted using a qualitative approach, and samples are selected from international brands, regional brands, and local brands. The purpose of this research is to investigate how different hotel service branding will be influential on top management team leadership and how it eventually leads to employee service behaviour. Results reveal that different service brand value has huge impact on top management team leadership, human resource practices, service culture, and promoting employee service behaviour, and moreover, institutional context also act as an important role in this research.

Cette thèse a pour objectif d’explorer l’interaction entre les différents liens d’attachement dans une relation à la marque enseigne. Elle se compose de deux parties : la première aborde la marque enseigne d’un point de vue relationnel. Elle présente l’attachement comme une facette privilégiée permettant d’appréhender la relation à la marque enseigne. La deuxième partie a pour objectif de décrire les différentes articulations entre attachement au lieu et attachement à la marque dans le cadre d’une relation à la marque enseigne. Pour cela, une triangulation méthodologique est menée à l’aide de trois techniques de recueil auprès d’un échantillon global de 55 individus : 17 entretiens semi directif, 11 introspections et 27 Test de village. Les principaux résultats de la recherche obtenus suite à une analyse selon les règles de la théorie enracinée, indiquent que dans une relation à la marque enseigne, l’attachement au lieu et l’attachement à la marque s’articulent selon deux principales configurations : la configuration de clivage et la configuration d’inclusion. La configuration de clivage présente les deux liens d’attachement comme totalement indépendants. La configuration d’inclusion présente un attachement à la marque enseigne qui est spatialement ancré. Ce dernier s’articule autour du rituel marchand, de la congruence perçue entre le lieu et la marque et d’une mémorabilité spatialement ancrée / The objective of this thesis is to explore the interaction between the different types of attachment in a service brand relationship. It is organised in two parts: the first one deals with the relational aspect of the service brand, it presents the concept of attachment as a main facet of this relationship. The second part aims to describe the different links between the service place attachment and the brand attachment in a service brand relationship. For that purpose, a methodological triangulation is conducted through the collection of 17 interviews, 11 introspections and 27 village tests. The main results obtained indicate that the interaction between service place attachment and brand attachment in a service brand relationship, is based on two major configurations: the configuration of cleavage which is characterised by an independence between place attachment and brand attachment. The configuration of inclusion indicates that brand attachment is grounded in a place attachment. This configuration revolves around three dimensions: the ritual merchant, the perceived congruency between the place and the brand and a spatially grounded memorability

Purpose: The purpose is to explain what factors affect brand equity for SBOs. Hypotheses: These hypotheses were derived from a literature review. H1 - Perceived Quality has a positive effect on SBO brand equity H2 - Brand Association has a positive effect on SBO brand equity H3 - Brand Awareness has a positive effect on SBO brand equity Method: The researcher conducted an quantitative research where the empirical data was collected through a questionnaire. Conclusion: This research show that perceived quality, brand association and brand awareness positively affects SBO brand equity.

The brand equity concept is one of the most significant concepts for branding and marketing and its model and measurement have interested many academics and practitioners. Most of the research on brand equity has focused on physical goods, with a dearth of studies on the service sector in general and particularly in the banking sector. The dearth of research in this area appears paradox as branding could be argued to play a distinctive role particularly in the service sector. This is because strong brands increase consumers' trust of the imperceptible purchase and reduce their perceived monetary, social, or safety risk in buying services, which are difficult to evaluate prior to purchase and for which it sometimes takes a long time after purchase to confirm the brand promise. Consequently, many scholars have called for an investigation of brand equity in the service sector. In addition, most of the research on brand equity has focused on developed countries which would suggest a regional focus on developing countries. To sum up, despite the importance of brand equity in the service sector, there is lack of empirical evidence in the service sector in general and specifically in the banking sector, particularly for developing economies. Furthermore, there is lack of studies that examined and compared service brand equity across bank type (local public, local private and foreign banks) to provide a benchmark especially for foreign banks. Contributing to scholarly attempts to fill the gaps in the brand equity literature. this thesis examines consumer-based brand equity (CBBE) in the Egyptian banking sector in general and based on each bank type: public, private and foreign. In addition, the study aims to find out the similarities and differences on brand equity based on bank type. The regional context of the study is Egypt As the largest Arab country and the entry point for the Middle East and Africa Egypt appeared to be of high practical relevance and be a suitable regional research context. Unlike previous researches, a mixed method approach was employed to achieve the research aims. Qualitative data was used to triangulate the quantitative data and gaining a richer understanding of the quantitative findings. Four hundred and sixty-eight self-administered questionnaires were collected by offline and online modes, and 14 semi-structured face-to-face interviews provided details about how consumers perceived consumer-based brand equity in Egyptian banking. Data was analysed using SPSS19. Different types of statistical applications were used, such as descriptive analysis, factor analysis and multiple regressions. Content analysis using NVivo10 software was used to analyse the interview data. The main findings reveal that CBBE is applicable in the Egyptian banking sector. The results show that brand awareness, reliable staff, brand association and brand loyalty are the most effective variables on overall value of brand equity in the Egyptian banking sector, while within public banks, reliable staff, brand association and brand loyalty have the most influence on the overall value of brand equity. However, private and foreign banks share the same variables which affect the overall value of brand equity; these variables are brand awareness, brand loyalty and brand personality. The findings reveal that there is a significant difference between public banks and private and foreign banks; however, there is no significant difference between private and foreign banks. The qualitative findings support and add meaning to the quantitative results. The current research contributes to knowledge in the field of service brand equity research and extend our understanding in developing economics and adding to the debate on the area of brand equity. Furthermore, it contributes methodologically by using mixed methods and mixed modes (offline and online). In addition, the study overcomes the limitations of previous studies in three ways. Firstly, different types of brand association were incorporated and real consumers were approached rather than relying on students’ samples. Secondly, perceived quality was measured using the SERVPERF scale, providing a more comprehensive quality measure than many studies. Thirdly, the data were collected from Egypt, which as a developing country establishes an underresearched regional context. Therefore, as is the case in many developing countries, there were many challenges involved in the data collection process. Based on the results, the study provides a number of pratical contributions: It offers a manageable scale ‘‘tool kit'' for managers in the banking sector, regardless of type of bank, to create, maintain and improve their brand equity. It also provides guidelines that public, private and foreign banks could use to compare their performance with competitors. The study emphasizes the importance of building and developing brand awearness for private and foreign banks. As the service encounter is the “moment of truth” and is one of the most important determinants of brand equity, public banks should place more emphasis on their internal branding as well as on external consumers. Top management should invest in cultivating their brand values to their employees, particularly front-line employees, as they will deliver them to consumers through the service encounter. Another interesting finding with practical relevance was that although the majority of banks in Egypt has online banking services, most of the study respondents did not use them, therefore they might be well advised to collaborate with the Central Bank of Egypt (CBE) to organise a campaign to cultivate trust in the country’s online banking infrastructure and promote the advantages of using it. Online banking could be one of the solutions to overcrowding and long queues in public banks and improve the quality of the service provided which will lead to consumers’ satisfaction and increase the level of brand equity. Most consumers of public banks perceived their banks as the only secure banks guaranteed by the Egyptian government. Similarly to promoting the use of online banking, there is a need to develop a better public awareness of the role of the CBE in supervising all banks in Egypt regardless of their type. This will ensure fair and equal opportunities for all banks, which will foster real competition and hence is argued to affect the quality of the service provided. Despite the research achieved its planned objectives, as any social research, it has certain constraints and limitations. These limitations could offer opportunities for future research to address. Firstly, due the lack of detailed information about the study population, this research used a convenience sample of induvadul commercial bank consumers in the Greater Cairo. Future research could employ probability sampling if possible. Moreover, future studies could cover more cities in Egypt, not only the Greater Cairo area (even though the focus on this area has been discussed and justified in the thesis). Secondly, although the importance of CBBE has been analysed mainly from a consumer perspective it might be useful to examine service brand equity from the points of view of employees (managers and front-line) in banks in order to gain a better and comprehensive understanding from both perspectives. Thirdly, while this study examined and compared CBBE in diffrent bank types (public, private and foreign) in Egypt. It is suggested that a comparison could be made based on the top bank in each types, as this could give more specific recommendations for these banks. Fourthly, due to limitations of time and funds, future reseach could examine and compare CBBE in different services sectors and in different countries. Fifthly, this study focused on commercial banks in Egypt in general without distinguish between Islamic and conventional banks. Therefore, future research could carefully distinguish between Islamic and conventional banks and compare CBBE across them to gain a better understanding of the differences and similarities. Sixthly, it could be worth comparing the CBBE of foreign banks when they operate overseas (e.g., Barclays Bank and HSBC).

Purpose: The purpose of this study is to examine how a company with a single brand is perceived as uniform, as well as how they use internal brand building to reconcile various competing actors within one brand. Furthermore the aim is to examine how staff, through internal brand building processes, perceives and identifies themself with the values of the common brand. Method: A case study with method triangulation was conducted at Nordiska Kompaniet department store in Stockholm. Quantitative data through a questionnaire survey with employees combined with two observations. Qualitative data was given through an email interview with a responsible manager of digital channels and PR from NK AB. Theories: This study has used the following theories; Destination marketing, Corporate brand, internal branding, corporate identity, corporate culture, brand value, service brand values, brand citizenship behaviour. Conclusion: This case study of NK has shown that internal branding building in a department store is a comprehensive work, which all involved must have a unified perception and understanding of the brand, in order to successful unite under one brand. Internal brand building is done primarily to employees through various recurrent trainings and meetings, with the purpose to create behaviour consistent with the brand values. However, there is a lack of communication since staff did not correctly perceive and understand the actual brand values. This results in that staff identify with incorrect values, which means that they have a brand citizenship behaviour that is not consistent with the brand values. / Syfte: Syftet med studien är att undersöka hur ett företag med ett gemensamt varumärke uppfattas som enhetligt, samt hur de använder intern varumärkesuppbyggnad för att förena olika konkurrerande aktörer under ett varumärke. Syftet är således att undersöka hur personalen med hjälp av intern varumärkesuppbyggnad, uppfattar och identifierar sig med det gemensamma varumärkets värden. Metod: En metodtriangulering genomfördes på Nordiska Kompaniet i Stockholm. Kvantitativ data gavs genom en enkätundersökning med anställda kombinerat med två observationer. Kvalitativa ansatsen var genom en e-post intervju med ansvarig chef för PR och digitala kanaler på NK AB. Teori: Studien har använt följande teorier; Destinationsmarknadsföring, företagsvarumärke, intern varumärkesuppbyggnad, företagsidentitet, företagskultur, varumärkesvärden, servicevarumärkets värden samt varumärkesorienterade beteende. Slutsats: Fallstudien på Nordiska Kompaniet har visat att intern varumärkesuppbyggnad i ett varuhus är ett omfattande arbete, där alla inblandade måste ha en enhetlig uppfattning och förståelse av varumärket, för att de framgångsrikt ska förenas under ett varumärke. Intern varumärkesuppbyggnad sker framförallt till anställda genom olika återkommande utbildningar och möten, för att således skapa ett beteende förenligt med varumärkets värden.  Däremot finns en brist i kommunikationen när personalen inte korrekt uppfattar och förstår varumärkets faktiska värden. Det leder till att personalen identifiera sig med felaktiga värden. Vilket gör att de uppvisar ett varumärkesorienterande beteende som inte är förenligt med varumärkets värden.

Abstracts in English, Zulu and Southern Sotho / Integrated marketing communication (IMC) is widely regarded as an appropriate paradigm for the marketing and marketing communication programmes of many companies. However, most literature argues that IMC is far from being a well-established concept given its evolving state. One of the problems in its evolution is understanding how firms should design and execute IMC. This problem is corroborated by the attentiveness of studies to limited sectors and their concentration to a very limited research setting. Lack of integration of IMC research with the Nordic School research tradition and theoretical frameworks enhance the problem further. By addressing these issues, this study strives to understand the integration of marketing communications in the Ethiopian beer market. Utilising the interpretivist research paradigm, qualitative data collection methods such as focus group discussions and in-depth interviews with customers and the firm were undertaken. This methodology aimed to identify their perceptions regarding brand contacts and their integration based on the components and theory of IMC and the Nordic School. The key findings of this work are described in a model of customer integrated marketing communications (CIMC) that is derived from the empirical study. The model highlights planned, product, service, and unplanned brand contacts-in-use that originate from Habesha Breweries – the reviewed company – and the competitors, society, other customers, and physiological needs which influence its customers’ purchasing decisions. Extending from this are the other key findings on the planned, product and service brand contacts-in-use in the similarly derived model of firm integrated marketing communications (FIMC). The critical comparison of CIMC and FIMC in the brand contacts-in-use matrix reveals brand contacts-in-use where customers and the firm are ‘active – active’, ‘active – passive’, ‘passive – active’ or ‘passive – passive’. This informs strategic integration of marketing communication (SIMC) in its various contexts. The systematic integration of IMC with the Nordic School’s research tradition is the methodological contribution of this study. New insights are generated relating to physiological needs brand contacts-in-use such as social and non-social hedonic needs and sources of influence such as religious, political or cultural leaders or sport groups, and the incorporation of brand contacts-in-use that originate with competitors. These and the uniquely emerged concepts of brand origins-in-use, brand contacts-in-use, and integration-in-use offer new constructs for IMC. The practical contribution of this study lies in the application of IMC in the narrow sphere of the Ethiopian brewing industry, but more broadly, in applications across industries and geographical regions. In sum, the study offers methodological, theoretical, and practical contributions to the evolution of IMC and the broader discipline of marketing communications. / Ukuxhumana okuhlanganisiwe kokumaketha (UOM) kuthathwa kabanzi njengenguquko efanelekile ongumbandela wokumaketha kanye nezinhlelo zokuxhumana zokumaketha zezinkampani eziningi. Kodwa-ke, iningi lemibhalo lithi UOM ikude nokuba ngumqondo osungulwe kahle unikezwe isimo sawo sokuguquka. Enye yezinkinga ekuveleni kwezinye izinto ezintsha kwezinye ukuqonda ukuthi amafemu kufanele aklame futhi enze kanjani UOM. Le nkinga iqinisekiswa ukunakwa kwezifundo emikhakheni elinganiselwe futhi igxile esimweni sokucwaninga esilinganiselwe kakhulu. Inkinga yandiswa ukungabi bikho kokuhlanganiswa kocwaningo lo-UOM nesiko lokucwaninga leNordic School kanye nezinhlaka zethiyori. Ngokuxazulula lezi zinkinga, lolu cwaningo luzama ukuqonda ukuhlanganiswa kokuxhumana kokumaketha emakethe kabhiya yaseTopiya. Ukusetshenziswa kwepharadimu yocwaningo lomhumushi, izindlela zokuqoqwa kwedatha ezisezingeni elifanele njengenhlolokhono yamaqembu ejulile kanye nezingxoxo ezijulile namakhasimende kanye nefemu zenziwa. Le ndlela yayihlose ukukhomba imiqondo yabo maqondana noxhumano yomkhiqizo nokuhlanganiswa kwawo ngokususelwa ezingxenyeni nakuyithiyori UOM neNordic School. Okutholakele okubalulekile kulomsebenzi kuchazwe kuyimodeli yamakhasimende yezokuxhumana kwezentengiselwano ezihlanganisiwe (MXZ) ezisuselwa ocwaningweni lwezobuciko. Le modeli igqamisa okuhleliwe, umkhiqizo, insizakalo nokuxhumana komkhiqizo okungahleliwe okususelwa eHabesha Breweries - inkampani ebukeziwe - nabancintisana nabo, umphakathi, amanye amakhasimende, kanye nezidingo zomzimba ezithonya izinqumo zokuthenga zamakhasimende ayo. Ukwengeza kulokhu okunye okutholakele okubalulekile koxhumana nabo bohlobo lomkhiqizo ohlelekile, okusetshenziswayo kuyimodeli etholwe ngokufanayo yokuxhumana ngezimakethe kwefemu okuqinile okuhlanganisiwe kwezentengiso (FOHK). Ukuqhathanisa okubucayi kuyi MXZ ne-FOHK kumatriksi yokuxhumana kokusetshenziswayo okuveza ukuxhumana nabo abasebenza lapho amakhasimende kanye nefemu "bayasebenza - bakhuthele", "beyasebenza - bangenzi lutho", "bengaxakekile - besebenza" noma "besebenza - besebenza kahle”. Lokhu kwazisa ukuhlanganiswa kwamasu wokuxhumana kwezentengiso ezimeni ezahlukahlukene. Igalelo lezindlela zalolu cwaningo ukuhlanganiswa okuhlelekile kwe-OUM nesiko lokucwaninga leNordic School. Imininingwane emisha enziwayo iphathelene nezidingo zomzimba, njengezidingo zomphakathi nezingezona ezenhlalo, kanye nemithombo yethonya, njengabaholi bezenkolo, bezombusazwe noma bezamasiko noma amaqembu ezemidlalo, kanye nokufakwa koxhumana nabo bohlobo lokusetshenziswa okuvela kubancintisana nabo. Le mibono naleyo evela ngokukhethekile yemvelaphi yokusetshenziswa komkhiqizo ethile, ukuxhumana nokusetshenziswa kwemikhiqizo ethile, nokusetshenziswa kokuhlanganisiwe okuthile kwethula ukwakhiwa okusha kuyi- UOM. Umthelela osebenzayo walolu cwaningo usekusetshenzisweni kwe-UOM emkhakheni omncane wokwenza utshwala waseTopiya, kepha ngokubanzi, kuzicelo ezimbonini nasezifundeni zomhlaba. Ngamafuphi, lolu cwaningo lwethula izindlela, ithiyori, kanye negalelo elikhona ekuguqulweni ko-UOM kanye nendlela ebanzi yokuxhumana kwezokumaketha noma ezentengiselwano. / Puisano e kopaneng ya kgwebo (IMC) e nkuwa hohle e le mohlala o loketseng bakeng sa mananeo a kgwebo le puisano ya kgwebo ya dikhamphani tse ngata. Leha ho le jwalo, dingodilweng tse ngata di hlahisa taba ya hore IMC e hole le ho ba mohopolo o thehilweng hantle ho latela maemo a yona a fetohang. Bo bong ba mathata a ho iphetola ha yona ke ho utlwisisa hore na difeme di lokela ho rala le ho kenya IMC tshebetsong jwang. Bothata bona bo netefatswa ke ho ela hloko dithuto makaleng a fokolang le ho tsepamisa mohopolo maemong a fokolang haholo a dipatlisiso. Bothata bo eketswa ke kgaello ya kopano ya dipatlisiso tsa IMC le moetlo wa dipatlisiso wa Sekolo sa Nordic le meralo ya ditheori. Ka ho sebetsana le mathata ana, phuputso ena e leka ka matla ho utlwisisa kopano ya dikhokahano tsa kgwebo mmarakeng wa biri wa Ethiopia. Ka ho sebedisa mohlala wa dipatlisiso wa botoloki, mekgwa ya boleng ya pokello ya lesedi jwalo ka dipuisano tsa sehlopha tse tsepamisitsweng le dipuisano tse tebileng le bareki le feme di ile tsa etswa. Mokgwa ona o ikemiseditse ho kgetholla maikutlo a tsona mabapi le mabitso a matshwao le kopano ya ona ho ipapisitswe le dikarolo le theori ya IMC le Sekolo sa Nordic. Diphetho tsa mantlha tsa mosebetsi ona di hlalositswe mohlaleng wa dipuisano tsa mebaraka e kopaneng ya bareki (CIMC) o fumanweng phuputsong ya nnete. Mohlala ona o totobatsa merero e rerilweng, sehlahiswa, tshebeletso le mabitso a letshwao a sa rerwang a sebediswang a tswang Femeng ya Thitelo ya Habesha - khamphani e hlahlojwang - le bahlodisani, setjhaba, bareki ba bang, le ditlhoko tsa mmele le ditsamaiso tsohle tsa ona tse susumetsang diqeto tsa bareki tsa ho reka. Ho tswa ho sena ke diphetho tse ding tsa bohlokwa ho merero e rerilweng, sehlahiswa, tshebeletso le mabitso a letshwao a sebediswang ka mokgwa o tshwanang o nkilweng wa dipuisano tsa mebaraka e kopaneng ya feme (FIMC). Papiso ya bohlokwa ya CIMC le FIMC ho mofuta wa mabitso a letswaho a sebediswang e senola mabitso a letshwao a sebediswang moo bareki le feme " ba sebetsang" - "ba sebetsang" - "ba sebetsang – ba sa sebetseng" , “ba sa sebetseng – ba sebetsang” kapa "ba sa sebetseng – ba sa sebetseng”. Sena se kgetholla kopano e hlophisitsweng ya puisano ya kgwebo (SIMC) maemong a yona a fapaneng. Tlatsetso ya mekgwa ya phuputso ena ke kopano e hlophisitsweng ya IMC le moetlo wa dipatlisiso wa Sekolo sa Nordic. Ditemohisiso tse ntjha dia hlahiswa tse amanang le ditlhoko tsa mmele le ditsamaiso tsohle tsa ona, jwalo ka ditlhoko tsa phedisano le tseo eseng tsa phedisano tse amanang le maikutlo a ho ithabisa, mehlodi ya tshusumetso, jwalo ka baetapele ba bodumedi, dipolotiki kapa setso kapa dihlopha tsa dipapadi, le ho kenyelletswa ha mabitso a letshwao le sebediswang a tswang ho bahlodisani. Tsena le mehopolo e ikgethang e hlahileng ya ditshimoloho tsa letshwao tse sebediswang, mabitso a letshwao a sebediswang, le kopano e sebediswang di fana ka mehopolo e metjha bakeng sa IMC. Tlatsetso e sebetsang ya phuputso ena e itshetlehile tshebedisong ya IMC karolong e patisaneng ya indasteri ya ho ritela ya Ethiopia, empa ka ho pharaletseng, ditshebedisong ho pholletsa le diindasteri le dibaka. Ka kakaretso, phuputso e fana ka ditlatsetso tsa mekgwa, theori le tshebetso ho ntshetsopele ya IMC le lekala le tsebo le pharalletseng la dipuisano tsa kgwebo. / Communication Science / D. Phil. (Communication Science)