This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perception, specifically in Generation Z and Millennials through the lens of social identity theory. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin'. The findings also demonstrated that social identification decreased slightly through the visual rebranding, but did not create any reported impact on purchasing habits. It was also reported that the level of social identification was based off of perception of brand value and quality. Finally, participants demonstrated that there was an impact on social comparison through participants questioning Dunkin's values as an organization. Given that the sample was all Millennial and Generation Z consumers, this study also determined that company values are important to these cohorts. It also suggested that perceived modernization of a brand can positively impact brand equity, and that communication of rebranding changes to the public are an important step of a successful rebrand. Practical implications of this research are also discussed. / Master of Arts / This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perceptions, specifically among Generation Z and Millennials through the lens of social identity theory. Social identity theory guides the understanding of how Generation Z and Millennials perceive Dunkin' through its rebranding. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin' Given that the sample was all Millennial and Generation Z consumers, this study also determined that company values are important to these cohorts. It also suggested that perceived modernization of a brand can positively impact brand equity, and communication of rebranding changes to the public are an important step of a successful rebrand. Practical implications of this research are also discussed.

This study examines the parliamentary debate regarding the proposition "Ny kärnkraft i Sverige - Ett första steg" which aims to facilitate the expansion of nuclear power in Sweden. The purpose is to provide an understanding of the nuclear power debate in the Swedish Parliament since it has been revived by the energy crisis in 2021 and Russia's invasion of Ukraine. The debate is analyzed through a qualitative content analysis to identify the arguments of Tidöpartierna and the opposition for and against the proposition. The identified arguments are then interpreted through the social identity perspective to explain their different standpoints. The results show that nuclear power is a divisive issue in the Swedish Parliament. Interpretation through social identity theory reveals that the parties' historical positions, their perception of which arguments are most effective to attract voters, and confirmation bias influence their views on the nuclear power issue. The conclusions indicate that it is an issue that divides the Parliament into two sides: Tidöpartierna and the opposition parties, with each side presenting different solutions to the energy issue. Tidöpartierna argues for an energysystem where nuclear power complements renewable energy sources, while the oppositionparties favor a solution where the energy system is solely based on renewable energy sources.

Theorizing about variations in trust in the news across contexts rely on assumptions about expectations of accuracy and impartiality on behalf of eager, rational democratic citizens (Stromback et al., 2020; Fawzi et al., 2021). However, comparative studies investigating variations in news media trust across countries stemming from quality issues (partisan/biased/sensationalist news) have yet to accommodate assumptions from a strand of scholarship that has long investigated the origins and consequences of bias in the news from a social psychological intergroup perspective — the hostile media effect (Perloff, 2015). Compelling evidence in favor of this social identity mechanism driving the HME (Reid, 2012; Hartmann & Thanis, 2013; Ariyanto et al., 2007) poses important and unexplored questions for comparativists who are interested in studying variations in trust as being influenced by such perceptions. Perceptions of how social identities beyond partisan or ideological identities like national, regional, gender, class, and ethnic identities are represented in the news media can also influence how individuals trust in the news (Saleem et al., 2019; Tsfati & Cohen, 2005). This proposed link between social group identity and trust in the news is investigated using data from large-scale multi-country surveys in three ways. Data from the Reuters Institute’s Digital News Report 2021 which includes data from 35 countries is used to show how perceptions of fairness towards social groups one is a member of (political, ethnic, gender, age, class) is related to generalized trust in the news. Data from Wave 7 (2021) of World Values Survey and the Eurobarometer (2018) are used to show the correlation of identification with national group on generalized trust and regional group identities on trust towards national news. / Media & Communication

No / Employer branding has been advocated as an effective strategy for motivating employees to "live the brand" however, previous research has tended to focus on recruitment. As a result, little is known about what makes an organisation's employer brand attractive to its current employees. The objective of our study is to address this question through the lens of Social Identity Theory (SIT) which we do by conducting a comparative case study across four organisations. We found that the specific attributes considered most attractive by employees were different in each organisation. However the categories of attribute were almost identical; these were employment, organisational successes, construed external image, and product or service characteristics. We also argue that managers need to identify the attributes of their own organisation that employees find most attractive within these categories in order to link the employer brand with the identity of the organisation, and the interests of employees.

Yes / Brand champions are responsible for encouraging employee commitment to the corporate brand strategy. They strongly believe in and identify with the brand concept—the company’s selected brand meaning, which underpins corporate brand strategy implementation. We conducted research to explore why and how brand champion behaviour operates within companies implementing a new corporate brand strategy. Against a backdrop of growing interest in brand champion behaviour in corporate branding research, we grounded our study in social identity theory and rhetorical theory from change management literature. Our findings show that articulating a compelling brand vision, taking responsibility, and getting the right people involved are the most widely used strategies by brand champions. We uncover how rhetorical strategies within brand champion behaviour generate employee commitment to a new corporate brand strategy. The dimension of brand champion behaviour that is effective depends on the type of brand evolution, involving shifts in the brand concept. We make suggestions for further studies underpinned by social identity theory and rhetorical theory to investigate brand champion behaviour processes within companies introducing a new corporate brand strategy.

Yes

No / The maintenance of self in dementia is associated with socio-biographical factors. The theoretical literature suggests that interpersonal relationships, the social context, and the generation of stories are important in maintenance of self. Empirical research on self in dementia supports this but has been predominantly conducted with participants living in the community. Living in residential care brings additional threats to self. This paper presents a study examining the relevance of a socio-biographical theory of self to people with dementia living in residential care. Between 3 and 8 tape-recorded and transcribed unstructured interviews were conducted with 14 people with dementia who were living in 4 residential homes throughout England and Wales, over a 6-24-month period. They were analysed using an interpretive biographical methodology. The results provide evidence to support the relevance of a socio-biographical theory of self to this group. Relationships with family, other residents and care home staff were important for maintenance of self. Social roles related to work, being part of a family, caring for others and being cared for, were particularly significant for self in this group. The creation of a life story, stories of selected life events, and the telling of stories with possible metaphorical interpretations were also important for the maintenance of self. The results also suggest that psychological and embodied factors may be relevant to the self in dementia. The study suggests that staff working in residential homes should consider these elements if they are to provide care that supports maintenance of self for people with dementia. Implications for future research are discussed.

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This study delved into the influence of the Massively Multiplayer Online Role-Playing Game (MMORPG), World of Warcraft, on players' real-life social interactions and skill development. Employing a mixed-methods approach that combined surveys and structured interviews, our findings suggested that World of Warcraft is a vibrant hub for socialisation and group activities, particularly among young adults. Our findings also revealed the formation of lasting friendships within the game, with a significant number of players extending these connections beyond the virtual realm to other online platforms and even real-life meetings. Guild membership emerged as a pivotal factor, which may have fostered a strong sense of community and belonging among players, as elucidated by the Social Identity Theory (Tajfel & Turner, 1979). Additionally, our analysis revealed notable improvements in communication and teamwork skills among players, echoing the transformative potential of gameplay discussed in the Theory of Transformative Game Design (Bowman & Baird, 2022). Apart from game designers and researchers, this study is also relevant to everyone seeking to develop their social skills and confidence. These findings emphasised the potential impact of World of Warcraft in fostering social integration, skill development, and the cultivation of meaningful relationships that transcend the boundaries of the game environment. As MMORPGs continue to evolve as influential cultural phenomena, our study contributes valuable insights into the nuanced dynamics of online gaming communities and their broader implications for social interaction and personal growth.

This thesis explores the significance of “fan-to-fan videos” as a new form of sports media. Some of the sports fans in the U.S. filmed each other and asked corporate social media accounts to upload the videos on social media for them. This thesis calls this type of video “fan-to-fan videos”. This thesis attempts to succeed Earnheardt et al. 's (2012) research, and update McPhail’s (1991), Gantz et al.’s (2012), and MacIntosh et al.’s (2017) findings. This thesis uses Social Identity Theory (Tajfel & Turner, 1986) to discuss intergroup relations. This thesis used Owen’s (1984) thematic analysis to extract the themes from the visual and auditory elements of 115 “fan-to-fan videos” on Instagram and TikTok. The results found three themes of ‘commitment’, ‘insult’, and ‘inclusion’ from the elements of “fan-to-fan videos” which are emojis, hashtags, fan reaction, and jerseys/hats. The findings of the thesis contribute to the sports media research by introducing the term "fan-to-fan video" to describe videos where one fan films other fans; a phenomenon previously unnamed, and by suggesting a framework to analyze and interpret fans' new activities on social media. Keywords: Sports media, fan-to-fan video, Social Identity Theory, thematic analysis / Media Studies & Production