Sammanfattning En fallstudie gjordes bland medarbetare inom Hemtjänsten i Eskilstuna kommun. Syftet med studien är att erhålla förklaring och förståelse för medarbetares användning och attityder till de processkartor och dokument som ingår i det integrerade ledningssystemet (ILS) samt den förändring som införandet av dem innebär inom Hemtjänsten i Eskilstuna kommun. Syftet är även att erhålla förklaring och förståelse om medarbetarattityders påverkan på införandet av ILS genom att utgå ifrån teorier om attitydkonstruktioner.       Studien utfördes med en metodkombination av enkäter och intervjuer bland medarbetare inom HEK. Drygt 14% av alla medarbetare inom HEK deltog i studien varav 59st svarade på enkäter och tre intervjuades. Resultatet indikerade att många medarbetare visste när de skulle använda ILS även om inte alla hade börjat använda det ännu. Medarbetare var eniga om att ILS hade många fördelar och de hade allmänt positiva attityder till ILS. Deras attityder analyserades utifrån attitydkonstruktionerna beredskap för förändring (BFF), åtagande för förändring (ÅFF), öppenhet för förändring (ÖFF) och cynism mot organisationsförändring (CMO).   Slutsatserna var att attityder bland medarbetare inom HEK inte borde utgöra ett hinder för ett framgångsrikt införande av ILS. Införandet av ILS anses därför inte kräva drastiska attitydförändringar bland medarbetare för att möjliggöra dess framgång. / Summary in English A case study was carried out among home care employees in Eskilstuna municipality. The purpose of the study was to provide explanations and understanding regarding the employee’s usage of and attitudes towards an integrated management system (ILS), and it´s implementation, within the home care section of Eskilstuna municipality. The purpose was also to provide explanations and understanding about the impact of these attitudes based on theories on attitudinal constructs.   The study was conducted with a combination of methods. Approximately 14% of the home care employees participated in the study, 59 of them in a survey and three participated in interviews. The results indicated that many employees knew when to use ILS even though the usage did not seem to be extensive among them. The employees were in agreement that ILS had many benefits and their attitudes on ILS were mainly positive. The analysis of attitudes was based on the following attitudinal constructs theories: readiness for change, commitment to change, openness to change and cynicism about organizational change.    The conclusions were that the attitudes held by the home care employees should not be a barrier to a successful implementation of ILS. The implementation of ILS does therefore not seem to require drastic changes in attitudes among employees in order to enable it´s success.

Text in English / Brand reputation has received the attention of many scholars and practitioners because it is central to the success of organisations of all kinds, and an intangible asset with no substitute. In the academic world, brand reputation has been demarcated by various scholars, depending on the disciplinary mind-set involved. It has been established that diverse stakeholder groups have different needs from a brand and their perceptions of brand reputation are thus varied. Acknowledging the needs of different stakeholders and the importance of the consumer stakeholder group allows for a more nuanced and systematic approach in conceptualising brand reputation. Although numerous studies have attempted to explain brand reputation, there is a paucity of studies that have actually conceptualised brand reputation as an attitudinal construct based on both cognitive (rational) and affective (emotional) components. Even fewer researchers have endeavoured to conceptualise brand reputation as an attitudinal construct in the consumer stakeholder group. The aim of this study was to explore female consumer perceptions of Nike’s brand reputation and conceptualise brand reputation as an attitudinal construct based on both cognitive and affective components. The study used qualitative research methods (focus groups and interviews) to collect data on Nike from a group of female consumers in order to identify perceptions and elements that contribute to conceptualising brand reputation on the basis of the components of attitudes. The key findings of this study highlighted the fact that brand reputation is a multidimensional construct and can be demarcated through various elements that contribute to the following themes: perception of product qualities and service, the perception of brand traits and the perception of brand strategy. These themes contribute to the conceptualisation of brand reputation as an attitudinal construct. Since brand reputation as an attitudinal construct has previously been conceptualised based on cognitive and affective components, this study confirmed the two components but a unique finding of this study was the identification of the behavioural component of attitudes. Hence the study findings not only make a contribution to the existing body of knowledge on perceptions of brand reputation in an elusive stakeholder group – female consumers, consumer-based reputation (CBR), and in defining brand reputation but also conceptualise brand reputation as an attitudinal construct based on previously identified cognitive and affective components as well as the newfound behavioural component of attitudes. / Communication Science / M.A. (Communication Science)