The purpose of this study is to investigate and explain the underlying factors that contribute to the creation of loyalty within the area of mobile banking, and their relative importance. The study is limited to the Swedish market and members of the millennial generation. To acquire the wanted primary data, this study adopted a survey strategy, where responses from 153 current and former university students were collected. Following the survey, an exploratory factor analysis was conducted, and ultimately a multiple linear regression analysis to reveal what factors that predicts loyalty. Findings show that Relationship Quality (Commitment/Satisfaction/ Trust) has a positive impact on mobile banking loyalty and is thestrongest determinant. A lower level of Perceived Risk also has a positive impact on mobile banking loyalty. A Net Promotor Score of 1.4 percent indicate low loyalty among millennial mobile banking customers. This study contributes to the bank marketing theory by being one of the first studies that investigate which factors that directly influence loyalty among mobile banking customers. Since millennials is the next working generation it is crucial for banks to understand how loyalty in this generation is created. As the study is focused on Swedish millennials, applicability to the general population is limited.

Background: The clothing industry is guilty of environmental destruction, at the same time consumers and more specifically Swedish millennials have shown increasing concern for the environment. Those favorable environmental attitudes and concerns has however in some green contexts shown to not affect the intention to buy green products which might suggest that there exists a so-called attitude-intention gap. There is a lot of uncertainty concerning why this attitude-intention gap may exist and what factors that may have an influence on the consumer’s green purchasing criteria. Purpose: The purpose of the study was to first reveal if there exists an attitude-intention gap among Swedish millennials when it comes to purchasing green clothing products. Secondly, the study investigated the determinants that influence the intention to buy green clothing products among Swedish millennials. Methodology: The study used a deductive and quantitative research approach by conducting an online survey which was distributed with a non-probability convenience sampling technique as well as with a snowball sampling technique towards Swedish millennials. The survey resulted in 150 valid responses which was quantitatively analyzed. Findings: The findings revealed that there exists an attitude-intention gap among Swedish millennials when it comes to the context of green clothing products. The most influential determinants affecting the intention to buy green clothes were: Knowledge about green clothing products, followed by habits of buying traditional clothing products and then the subjective norm. Additionally, gender differences among majority of the determinants were identified. Implications: The findings provide suggestions for decision makers marketing green clothing products to focus on increasing the knowledge among consumers as well as easing the process of changing old purchasing habits. Furthermore, it is of value for Swedish policymakers whom with this knowledge know where to concentrate their focus and resources in order to spur the green consumption. Originality: This paper contributes to theory by applying the well-known TPB framework with the addition of personal and situational determinants on the context of green clothing products. Furthermore, new insights regarding what determinants that affects the intention to buy green clothing products when it comes to the context of Swedish millennials were found.

Due to a demographic change in today’s society, it often occurs that people from different generations cohabitate in workplaces with each other. Due to this change, we observe a re-orientation of society and its beliefs and values, which affects not only organizations themselves, but also the work relationship between younger and older generations and explicitly the relationship between a leader and a follower. Generational diversity evolves, which can have a positive but also a negative impact on the workforce in organizations. The aim of this master thesis is to give an insight of how generations experience their leader-follower relationships in multigenerational workplaces, on the example of Millennials and Baby Boomers. For this purpose, a tendency to an inductive research approach was chosen. Firstly, a theoretical background is comprised, which includes a description of generations as well as leader-follower relationships. Secondly, a qualitative empirical study was pursued, with interview participants of the Millennial as well as Baby Boomer generation, in either leading or following positions. Based on the empirical data, nine areas of experience were discovered. These include open communication connected with honesty, work climate, mindset towards change, learning from each other, appreciating each other, respect, trust, intensity of relationship and preconceptions. The experiences of Millennials and Baby Boomers in leading as well as following positions can be categorised in these areas. The findings shall serve as a contribution for leaders as well as followers who cohabitate with each other in multigenerational workplaces. The study provides an insight of what Millennials and Baby Boomers value and expect in their workplace today, with the help of which a positive work climate can be ensured.

Brand loyalty has long been an important factor for companies’ sustainability and profitability, as it is less expensive to retain existing customers than acquiring new ones. In correlation to the importance of brand loyalty, there is a new vast generation, called the millennials’ or generation Y coming in to the market that is different than any generation before. This generational cohort has shown tendencies of being very disloyal, yet not all authors agree. Furthermore, some positive evidence has been found that millennials consider brands as a way of expressing their own identity and are driven by a need of having a trendy social image. The role of brand identity has therefore been chosen as an important key factor to examine this generation’s brand loyalty. Due to the poor research and the complexity of understanding millennial’s brand loyalty, the purpose of this study is to acknowledge the role of brand identity and to enhance the knowledge about brand loyalty of millennials when it comes to fashion brands.The research is of a quantitative and deductive nature where the primary data of the study was collected through surveys. 108 people participated in the study and the participants were millennials between an age interval of 18-38 years. The result of the study shows that there is a link between brand identity and brand image and that there is a positive relationship between brand image and brand loyalty. Moreover, comparing the brand image of two companies H&M and Ralph Lauren to the respondents’ brand loyalty towards the fast fashion and luxury fashion industry showed a correlation of equivalent loyalty towards the two industries. However, the respondents that were loyal towards the luxury fashion industry were shown to have a higher general brand loyalty.The findings of this research provide evidence that millennial can be loyal, but their loyalty may differ depending on the industry. Therefore, millennials display equal loyalty to the fast fashion and to the luxury fashion industry, but overall loyalty of luxury fashion followers is higher in general.

The findings of this study show that packaging and labeling are not decisive for women’s final purchase-decision. Instead, they rely on recommendations from friends and family. The study further shows that sponsoring local beer events hosted by opinion leaders will have the most impact on women’s attitude to beer

SyfteStudiens övergripande syfte är att öka förståelsen för hur millenialer som en managementidé inverkar på organisationers rekrytering. MetodStudien tillämpar en kvalitativ forskningsansats med ett abduktivt tillvägagångssätt där totalt åtta semistrukturerade intervjuer genomfördes med ledare inom organisationer.   Diskussion & slutsatsOrganisationer tror att en anpassning till dagens unga människor, millenialer, anses vara en lösning. Organisationer framstår som legitima och nytänkande när de är först med att följa idéen om millenialerna, men i slutändan följer inte organisationerna sina egna satta bestämmelser - det som sägs och det som görs stämmer inte överens vilket är följden av en särkoppling mellan prat och agerande. Slutsatsen av denna studie är att millenialer fungerar som en managementidé och att detta kan leda till organisatoriskt hyckleri genom särkoppling i strävan att uppnå legitimitet.   Förslag på fortsatt forskningDet denna studie lämnar till vidare forskning är hur de positiva effekterna av millenialer som managementidé överförs till praktiken.   Uppsatsens bidragUppsatsens teoretiska bidrag är att millenialer uppfattas som en managementidé och att detta genom särkoppling leder till organisatoriskt hyckleri. Uppsatsens praktiska bidrag är att millenialerna inte är lösningen på alla organisatoriska problem och därmed kan organisationer lägga tid och resurser på att uppnå organisatoriska mål. Nyckelord: Millenialer, managementidéer, organisatoriskt hyckleri, särkoppling, legitimitet / AimThe overall aim of the study is to increase understanding of how millennials as a management idea affect organizational recruitment.   MethodThe study applies a qualitative research effort with an abductive approach where a total of eight semi structured interviews were conducted with leaders in organizations.   Discussion & conclusionsOrganizations believe that adaptation to today's young people, millennials, is considered a solution. Organizations appear to be legitimate and innovative when they are first to follow the idea of the millennials, but ultimately, the organizations do not follow their own set-up rules - what is said and what is being done is not in agreement. The conclusion of this study is that millennials serve as a management fad and that this lead to organizational hypocrisy through de-coupling in the quest for legitimacy.   Suggestions for future researchFor further research this study leaves how the positive effects of millennials as a management fad are transferred to practice.   Contribution of the thesisThe theoretical contribution of this essay is that millennials are perceived as a management fad and that this leads to organizational hypocrisy through de-coupling. The practical contribution of the essay is that the millennials are not the solution to all organizational problems, and organizations should therefore put time and resources in achieving organizational goals. Key words: Millennials, management fads, organizational hypocrisy, de-coupling, legitimacy.

El consumo de Ropa por internet en Perú está por debajo del promedio en comparación a Europa y América. Las mujeres Millennials peruanas prefieren probarse la ropa antes de comprar. El desafío para empresas existentes o nuevas que desean comercializar ropa online, está en neutralizar ciertos factores que interfieren en la decisión de compra de las mujeres Millennials limeñas, haciendo uso de estrategias competitivas y corporativas. Las empresas pueden optar la mejor estrategia identificando los segmentos de clientes potenciales. Para clientes que valoran buenas ofertas, se debe adoptar la estrategia competitiva de “Liderazgo en costos” y como estrategia corporativa "Penetración de mercados". Para los clientes potenciales que prefieren probarse la ropa antes de comprar, se debe seguir una estrategia competitiva de “Diferenciación” y una estrategia corporativa de "Desarrollo de mercados". Todas estas acciones pueden reducir significativamente la desconfianza de las mujeres Millennials de Lima ante el comercio electrónico de ropa. / The clothing consumption by internet in Peru goes below the average compared with Europe and America. Peruvian millennial women prefer to try on clothes before buying them. The challenge for existing and new companies that wish to trade clothing online for millennial women, is to eliminate certain factors that interfere in its development, using tools such as competitive and corporate strategies. Identifying specific groups of potential customers, companies can adopt the best strategy. For people who value a good offer, businesses must adopt “Cost Leadership” as a Competitive Strategy and “Market Penetration” as a Corporate Strategy. For potential customers that prefers to try on the clothes before buying them, companies must follow “Differentiation” as a Competitive and “Market Development” as a Corporate Strategy. All these measures could substantially reduce the mistrust that millennial women from Lima present against clothing e-commerce. / Tesis

abstract: It is vital for schools to have qualified teachers educating our children. Institutions with teacher preparation programs supply a valuable service to their communities by providing classrooms with devoted professionals who thrive on helping children learn, and the Teachers College, where this study is set, is one such institution. The Teachers College offers two pathways to gain teacher certification: a traditional bachelor’s degree in teaching areas such as elementary, secondary, or special education, as well as master’s degrees in those same teaching areas which offer students with a bachelor’s degree in an area other than teaching, another pathway to teacher certification. Many people who receive their bachelor degrees and then return to college to earn advanced K-12 teacher education degrees are from the millennial generation. The decision to return to college to earn a master’s degree with teacher certification can be a stressful one. Millennial students seeking teacher certification often have fulltime jobs and families, and therefore need the process of returning to school to be quick and efficient. How well these prospective students communicate with the admissions staff at their school of choice will determine if they receive the information needed to complete their applications. The focus of this study is to investigate if a proactive advising text message innovation developed for this study called TextEd, used during the admission process for graduate level, teacher certification programs at the Teachers College, affected applicant communication levels and customer satisfaction through the application process. More specifically, surveys and interviews were conducted with applicants from three teacher certifications programs to determine if TextEd was an effective tool for communication with millennial applicants. Results indicated that applicants’ preferred method of communication was their cell phone, and an increased level of customer satisfaction occurred when using a proactive advising approach with text messaging during the admissions process. / Dissertation/Thesis / Doctoral Dissertation Leadership and Innovation 2018

Background: The discourse of sustainable development has over the recent years become increasingly vital, due to the fashion industry´s over lyexcessive use of natural resources and contribution to hyperconsumption. Hyper-consumption is part of the consequences of marketing, and consumers regard marketing of sustainability to be unreliable. Previous research has highlighted how communicating sustainability can increase sustainable consumption, however the realissue lies within reducing consumption overall. Using marketing to reduce consumption within the consumer is intricate, but in the light of this the generational segment female Millennials have shown to be prone towards reducing consumption. Purpose: The purpose of this thesis is to explore female millennials mind and values, mainly to be able to identify and form a way of communicating sustainability with the intent of reducing consumption, that is applicable for this segment. The aim is further to propose how this then can be applied and in what way it best should be implemented to finally reduce overall fashion consumption. Design/methodology/approach: This thesis uses an abductive research approach and a qualitative method. The research question is answered by conducting focus groups and illuminates the core determinants which are to be used as part of the development of the communication. Findings: The findings suggest that female millennials need to be motivated into realizing how reduced consumption can be a core value of them. A form of social marketing program is what has been determined to be a viable form of communication since it aligned with the social communicative ways that female millennials are receptive to. Originality/value: This thesis contributes by highlighting and identifying the underlying values and motivations which female millennials have towards sustainability marketing. Moreover, the results imply that female millennials are of valuable consideration for future research of how to communicate sustainability with the intention to reduce fashion consumption. Marketer can specifically learn what the determinants to include in a social benefit program and thereby create valuable concrete results in terms.

Millennials är en omtalad generation med starka krav på arbetsplatsen och tenderar att byta arbetsgivare ofta. Denna kvalitativa fallstudie undersöker därför om, och i så fall hur, millennials förväntningar på arbetsplatsen kan påverka hur företag arbetar för att attrahera respektive behålla millennials och om löftena överensstämmer med vad millennials faktiskt upplever. Semistrukturerade intervjuer har genomförts med representanter från en svensk arbetsgivare. Företaget analyseras utifrån en egen analysmodell som kombinerar teorier om employer branding och millennials. Resultatet visar att företaget påverkas av millennials förväntningar och behov främst vid utformandet av informationssökning, employer value proposition och implementeringen av strategierna. Dessutom anser millennials på företaget att löftena överlag överensstämmer med verkligheten. Det framkommer några enstaka fall där de inte kongruerar, men detta har ingen påverkan på om de väljer att stanna på företaget eller inte.