Till följd av utvecklingen av digitaliseringen har fenomenet Personal Branding växt fram som ändrat dynamiken för konsumentens relation till varumärken. Studien syftar till att öka förståelsen för hur konsumentbeteende påverkas av Personal Brands. Undersökningen bygger på en kvalitativ forskningsmetod där fem ostrukturerade fokusgrupper deltagit, med totalt 18 personer tillhörande urvalsgruppen Digital naturals. Med hjälp av tidigare etablerad varumärkesteori har fyra dimensioner; kännedom, attityd, associationer och identifikation valts ut. Analysen baseras på dessa fyra dimensioner. Resultatet av studien visar att Personal Brands i viss utsträckning påverkar konsumentbeteendet. Konsumentens beteende påverkas olika beroende på i vilken utsträckning de fyra dimensionerna förekommer eller uppfylls. / As a result of the expansion of digitalization, the Personal Branding phenomena has emerged as changing the dynamics of the consumer's relationship with brands. The intent of this paper is to form an understanding of how consumers behavior are influenced by Personal Branding. The study is built on a qualitative research method in which five unstructured focus groups were participating, with a total of 18 individuals all within the selection group Digital naturals. Using previously established brand theory, four dimensions; knowledge, attitude, associations and identification have been selected. The analysis in this study is based on these four dimensions. The study concludes that Personal Brands, to a certain extent, affects consumer behavior. The behavior of the consumer will be influenced differently depending on the extent to which these four dimensions are present or satisfied.

Kondomer är ett preventivmedel som både skyddar mot sexuellt överförbara sjukdomar och graviditet, det kan användas av alla och är enkelt att få tag på. Ändå är Sveriges ungdomar bland de sämsta i Europa på att använda kondomer. Det är pinsamt, säger många. Pinsamt att prata om, pinsamt att inneha och pinsamt att köpa. Den här studien syftar därför till att undersöka hur ett kondomvarumärke kan se ut för att det ska kännas mindre pinsamt för ungdomar att köpa i butik och istället ge positiva associationer. Genom designforskning togs en kondomförpackning fram, vars utseende baserades på trendspaning, designanalyser och enkätundersökningar som ledde fram ett antal värdeord. Designen värderades på 15 ungdomar utifrån överensstämmande med associationer och hur den skulle kännas att köpa i butik. Utifrån det kunde det konstateras att en ljus förpackning med en avslappnad tonalitet och ett diskret uttryck uppskattades av målgruppen och var att föredra över de kondomvarumärken som fanns idag. Ett humoristiskt namn, mjuk typografi, sparsam information och en lugnande färganvändning tillsammans ett ljust uttryck och en rak-på-sak-tonalitet i text blev beståndsdelarna i det fiktiva kondomvarumärket “NAJS”.

Insects as food is a subject that has gained a lot of attention in recent time. In order for insect-food to become popular in the west, where insects are currently not consumed, research has to be done on how consumers perceive insect-food, and which consumer groups that eat insects in other countries. This will give a picture of how insects can and should be used on the Swedish market. The purpose of the thesis is to research consumer associations and preferences of insect consumption in Sweden and South Africa. The study examines the question of which consumer groups that eat insects in either country, what associations and preferences consumers have of insect-eating, and how insects can be used in food in the future. An online questionnaire concerning associations, preferences and experiences of insect consumption was distributed in both countries, and was answered by 73 participants. Three producers of insects were interviewed in Sweden and South Africa to get an understanding of the production stage of insects and their experiences of the industry and the consumers, now and in the future. Entomophagy was not found to be more prevalent in any group in neither Sweden nor South Africa. When used in food, consumers prefer insects to be ground into a powder. The South African respondents who had previously eaten insects mainly as an everyday meal preferred the insects to be served whole while the others preferred the insects to be ground into a powder. Insects are often associated with being nutritious, cheap, and being environmentally friendly, as well as with unfamiliarity and disgust. / Insekter som mat är ett ämne som fått mycket uppmärksamhet på senare tid. För att insektsmat ska kunna slå igenom i västvärlden, där insekter i nuläget inte konsumeras, måste man ta reda på hur insektsmat uppfattas av konsumenter, och vilka konsumentgrupper som äter insekter i andra länder. Detta ger en bild av hur insekter kan och bör användas på den svenska marknaden. Syftet med denna uppsats är att undersöka associationer och preferenser rörande insektsmat i Sverige och Sydafrika. Studien undersöker vilka konsumentgrupper som äter insekter i de två länderna, vad konsumenterna har för associationer och preferenser för insektsätande, och hur insekter kan användas i mat i framtiden. En webbaserad enkät skickades ut till konsumenter i vardera land, och besvarades av totalt 73 deltagare. Frågorna handlade om associationer, preferenser och erfarenhet i förhållande till insektsätande. Tre insektsproducenter intervjuades i Sverige och Sydafrika för att ge en förståelse för produktionen samt deras tankar och erfarenheter av branschen och konsumenterna, nu och i framtiden. Oberoende av i vilket land undersökningen genomfördes var det inte möjligt att karaktärisera några konsumentgrupper där entomofagi var mer vanligt förekommande. När insekter används i mat föredrar konsumenter att dessa mals ned till ett pulver. Insekter associeras ofta med att vara näringsrikt, billigt och miljövänligt, samt med ovana och äckel.

By integrating the human form with the circular reformable construction, this project presents a storytelling dance costume design. These costumes give rise to an extensive repertoire of silhouettes, providing dancers with a new library of shapes to explore. As a result, viewers are transported beyond the limits of the human form, giving imaginative responses with the goal of stimulating the audience’s creativity. / Genom att integrera den mänskliga formen med den cirkulära omformbara konstruktionen presenterar detta projekt en berättelse-byggande danskostym. Dessa kostymer ger tillgång till en omfattande repertoar av silhuetter, vilket ger dansare ett nytt bibliotek av former att utforska. Som ett resultat transporteras tittarna bortom gränserna för den mänskliga formen och ges fantasifulla associationer med målet att stimulera publikens kreativitet.

Consuming alcohol can affect the mental and physical health, lead toaddiction and affect the development of the brain before the age of 25.Nevertheless binge drinking remains a widespread problem amongstuniversity students. Drinking norms in people's surroundings can affect theirdrinking habits. This study aims to understand why students consume alcohol and the apprehension of the drinking norm on a campus by doing semi-structured interviews with eight students who are living on a campus. The data is analysed through Theory of Planned behaviour and the focal pointsare injunctive, descriptive norms and associations. The result shows thatcampus students consume alcohol because they think it is fun, it helps themsocialize and to avoid or let go of stressful things and negative thoughts. Wecan interpret from the interviews that the drinking norm on campus is thatstudents are expected to drink alcohol at social events. The result also showsthat students tend to value the positive effects of drinking alcohol more thanthe negative consequences. The interviewed students had more mutualpositive associations towards drinking than mutual negative associationswhich implies that drinking norms affects drinking habits and associationstowards drinking.

Introduktion - Syftet med det här examensarbetet var att undersöka om färgat ljus haren påverkan på högskolestudenters känsloupplevelser på kort sikt. Sinnesstämningarnastress och lugn undersöktes specifikt, men även övriga känslor var inkluderade. Studiens bakgrund grundar sig i den ökade stress som framför allt högskolestudenterupplever, och om färgat ljus kan bidra med en känsla av lugn.Metod – Experimentet utfördes genom att deltagarna satt i ett litet rum och utsattes föråtta nyanser av färgat ljus (stark och svag av röd, blå, grön och gul). Varje deltagareupplevde en slumpmässig sekvens av nyanserna, med ett vitt neutraliserande ljus mellanvarje nyans. Den valda datainsamlingsmetoden var intervjuer, som genomfördes idirekt anslutning till experimentet. Deltagarna fick uppge vilken nyans de upplevdesom mest stressande respektive mest lugnande, samt om de upplevde andra känslor tillövriga nyanser. Resultat och Analys - Den insamlade datan visar att en stark röd färg är den somöverlägset flest upplevde som mest stressande. Det var flera av deltagarna somassocierade den röda färgen till ondska, hotfullhet och allvar, vilket enligt dem självavar anledningen till att de upplevde den som stressande. En del tyckte den varklaustrofobisk eller för intensiv. Angående den lugnaste färgen visar datan mer spriddaresultat, även om svag blå var den som flest sade var lugnast. Återigen varanledningarna ofta att deltagarna associerade färgen till något särskilt som gjorde demlugna. En del blev lugna för att ljusfärgen var mer behaglig eller mer lik det neutralaljuset. Resten av den insamlade datan visar att deltagarna upplevde färgerna på väldigt olikasätt. Generellt sett säger svaren att de starka nyanserna upplevdes mer intensiva än desvaga, men vilket dem föredrog var olika. Diskussion - Resultaten bekräftar en del tidigare forskning som skett med ljus ochfärger, och framför allt bekräftar den teorier om hur associationer spelar en stor roll ihur vi upplever färger. Associationer visade sig då spela stor roll då många av svarensom inkom tyder på att det var associationer till annat som orsakade känslorna, och inteljuset i sig. En del gjorde inte lika många associationer och kunde förklara att deföredrog det ena framför det andra på grund av hur ljuset förändrade rumsuppfattningeneller hur det betedde sig. / Introduction - The purpose of this thesis was to investigate whether coloured light hasan impact on college students' emotional experiences in the short term. The differenttypes of moods such as stress and the feeling of being calm were examined specifically,other emotions were also included. The background of the study is based on theincreased stress that especially college students experience, and whether coloured lightcan contribute to a feeling of calmness. Method - To investigate what we were looking for, experiments were performed wherethe participants sat in a small room and were exposed to eight shades of coloured light(strong and weak of red, blue, green, and yellow). Each participant experienced arandom sequence of shades, with a white neutralizing light between each shade. The data collection method chosen was interviews, which were conducted in directconnection with the experiment. The participants had to state which shade theyexperienced as most stressful and most calming, and whether they experienced otheremotions to other shades. Results and Analysis - The data collected shows that a strong red colour is the one byfar the most experienced as most stressful. Several participants associated the red colourwith spite, seriousness and as threatening, which according to them was the reason whythey experienced it as stressful. Some thought it was claustrophobic or too intense. When it comes to the calmest colour, the data shows more scattered results, althoughweak blue was the one most people pointed out as calming. Again, the reasons wereoften that the participants associated the colour with something specific that calmedthem. Some shades became calm because the light colour was more pleasant or morelike the neutral light. The rest of the data shows that the participants experienced the colours in very differentways. In general, the responses implies that the strong shades were perceived as moreintense than the weak ones, but which they preferred were different. Discussion - The results confirm some previous research that has been done with lightand colours, and it especially confirms theories about how associations play a big rolein how we experience colours. Associations then proved to play a major role as manyof the responses indicated that it was associations to other things that caused theemotions, and not the light itself. Some did not make as many associations and couldexplain that they preferred one over the other because of how the light changed theperception of space or how the light behaved itself.

<p>Many brands are using celebrities as spokespeople, to enhance the brand image. This investigation aims to research the effects of athlete endorsements on brand image, in particular, whether Nike has been affected by the change in Tiger Woods’ image due to his recent personal life difficulties. Firstly, whether the perceived brand image is concurrent with the brand’s identity, and if not then if the image gap could be caused by the brand’s association to Tiger Woods. The topic is very current as the number of athletes who drastically deviate from their image has increased, at the same time as athlete endorsements are very popular. If changes in the image of an endorser come to affect consumer perception of the brand, then one could assume that there would be a decline in such endorsements.</p><p>In investigating the research question, literature and articles regarding endorsements and brand associations was consulted to gain a deeper understanding of how associations work. Data regarding Nike was collected from secondary sources in order to form an accurate view of the company identity. This would be compared to data collected on consumer attitudes toward Nike and Tiger Woods using a questionnaire sent out to participants with a variety of characteristics so as to be able to see if there were differences in attitudes between segments.</p><p>It was found that there is an image gap between Nike’s desired image and its perceived image. However, the low number of respondents who claimed that their opinions of Nike had changed because of Tiger Woods suggests that his association to Nike is not to blame for the gap. Reasons discussed for the low level of transferability of Tiger Woods’ ‘new’ characteristics to Nike are that the fit between the brand and the athlete is good in the relevant categories, whereas they are irrelevant to the collaboration. Furthermore, the strength of the associations is seen as a factor – it is not strong enough to or too connected to Tiger Woods to transfer – as well as the respondent attributes and background. Finally, the attachment to Nike is seen as possibly a contributing factor, as people who own Nike seem to stay loyal to the brand despite the so called ‘<em>Tigergate’.</em></p>

Many brands are using celebrities as spokespeople, to enhance the brand image. This investigation aims to research the effects of athlete endorsements on brand image, in particular, whether Nike has been affected by the change in Tiger Woods’ image due to his recent personal life difficulties. Firstly, whether the perceived brand image is concurrent with the brand’s identity, and if not then if the image gap could be caused by the brand’s association to Tiger Woods. The topic is very current as the number of athletes who drastically deviate from their image has increased, at the same time as athlete endorsements are very popular. If changes in the image of an endorser come to affect consumer perception of the brand, then one could assume that there would be a decline in such endorsements. In investigating the research question, literature and articles regarding endorsements and brand associations was consulted to gain a deeper understanding of how associations work. Data regarding Nike was collected from secondary sources in order to form an accurate view of the company identity. This would be compared to data collected on consumer attitudes toward Nike and Tiger Woods using a questionnaire sent out to participants with a variety of characteristics so as to be able to see if there were differences in attitudes between segments. It was found that there is an image gap between Nike’s desired image and its perceived image. However, the low number of respondents who claimed that their opinions of Nike had changed because of Tiger Woods suggests that his association to Nike is not to blame for the gap. Reasons discussed for the low level of transferability of Tiger Woods’ ‘new’ characteristics to Nike are that the fit between the brand and the athlete is good in the relevant categories, whereas they are irrelevant to the collaboration. Furthermore, the strength of the associations is seen as a factor – it is not strong enough to or too connected to Tiger Woods to transfer – as well as the respondent attributes and background. Finally, the attachment to Nike is seen as possibly a contributing factor, as people who own Nike seem to stay loyal to the brand despite the so called ‘Tigergate’.

Due to the globalization in the world the labour market has become more competitive. This study turns to the labour market in Sweden where there has noticeably been a lack of competency regarding engineers and project leaders in the technical industry. In recent times organizations have begun working more actively with empowering their employer brand and the strategies around it, to become more attractive on the labour market. The term employer branding has therefore become more current today to attract the best talents. Employer branding is the work that saturates the whole organization towards becoming an attractive workplace where employees want to stay and potential employees want to be a part of. The aim of the study is to investigate how individuals within the engineering and project leader business think about regarding the choice of an employer. Throughout the study, several aspects have been investigated: the recruitment process and the experiences of it, what makes an employer attractive, expectations of an employer, on what basis employees are staying in an organization and thoughts around marketing. The empirical material has been analyzed with coding of the interviews together with research on employer branding. Theories such as Maslow’s hierarchy of needs and KASAM (theory of employer's needs  for  belonging)  have  been  applicated,  compared  and  discussed  to  the  result.  The empirical material is gathered by eight semi-structured interviews with a range of engineers and project leaders in different employment levels. The result of the study showed the importance of employer branding and that a strong brand and reputation affects and attracts potential employees and makes existent employers stay within the organization. The aspects that attracts engineers and project leaders are very similar but differs in a small extent regarding the size of the company and work tasks. Some central elements that attracts potential employees are opportunities for development, variation in work assignments, good reputation and the knowledge that the organization take care of their employers by offering support and well-being.

Studien genomfördes för att undersöka om associationer mellan utformningen av typsnitt i latinska alfabetet och i japanska skriftsystem och icke-språkliga ljudstimuli. Ytterligare syfte var att undersöka om associationerna påverkas av modersmål och kultur hos respondenter. Teorin som denna studie byggs på inkluderar ljudsymbolismen och BoubaKiki-fenomenet som visar att vissa ljud associeras med vissa former, samt studier om typsnittets personlighet. Två online-enkäter skapades, en engelskspråkig och en japanskspråkig. Enkäterna innehöll samma ljud och samma frågor. 10 typsnitt valdes för latinska alfabetet och 10 för japanska skriftsystem. Ljuden skapades med ett datorprogram och innehöll huvudsakligen toner, rytmer och brus. Respondenterna ombads att lyssna på ett icke-språkligt ljud och sedan välja ett typsnitt från de befintliga svarsalternativen som de upplevde likna ljudet mest. Resultatet visade att det finns ett svagt mönster som kan tyda på att människor associerar snabbare rytm med tunnare typsnitt och långsammare rytm med tyngre typsnitt. Brunt brus associerades starkt med kantiga tunna typsnitt. Toner som förändrades i tonhöjd visade på en svag association med rundare typsnitt. Höga toner associerades med luftiga tunna typsnitt. Det verkar som att japanska och västerländska respondenter inte hade några större skillnader i korssensoriska associationsmönster. Mindre skillnader kunde dock ses, som kan bero på olika faktorer och kan delvis förklaras med sättet studien genomfördes på. / The aim of this study was to investigate associations between typeface design of the Latin alphabet and the Japanese writing system and nonspeech sound stimulus. Moreover, the goal was to study if the associations are influenced by the native language and the culture of a person. Theories that this study was based on included the sound symbolism and the BoubaKiki phenomenon, which shows that certain sounds are associated with certain shapes, and the theory on the typeface personality. Two onlinesurveys were created, one in English and one in Japanese. The surveys were distributed to two groups, the Latin alphabet native users and the Japanese native speakers.  The questions of the surveys were the same and were split in two parts depending on the language of typefaces. 10 typefaces were chosen for the Latin alphabet and 10 for the Japanese writing system. Sound files included tones, rhythms, and the Brownian noise. Respondents were asked to listen to a sound and then choose a typeface that felt “closest” to it. Result shows a somewhat weak pattern that people associate quicker rhythm with thinner typefaces and slower rhythm with heavier typefaces. Brownian noise was strongly associated with angular and thin typefaces. Tones that changed the pitch were somewhat weakly associated with rounder typefaces. High pitched tones were associated with thin and light typefaces. The differences in cross-sensory perception between the Japanese and the western respondents were not major. However, some minor differences could be noticed which might depend on the way the study was conducted or the other factors.