Background: It is clear that the fashion industry is experiencing a change as a result of the explosion of social media. Today the four key social media platforms for fashion houses are Instagram, Facebook, Twitter and Snapchat. The society has created a culture around these media platforms, which is referred to as insta-culture. Why read Vogue magazine to find out the latest trends, when social media is covering the runways in real time? A debate about what direction the fashion industry is heading towards is a hot topic of discussion. The fashion industry has gone through changes before but now consumers have become more demanding regarding quick accessibility of fashion. Consumer behavior and the way we consume fashion has changed. An obvious sign of the change within the industry is how fashion weeks around the world have become the most coveted”it” event for celebrities and fashionistas worldwide. Fashion week is a fashion industry event that lasts around one week. The goal is for the fashion industry to network and for fashion houses to share their next season collections. Fashion weeks have traditionally been a closed, trade only-event which highlights promotional and glamorous entertainment events. However, now it is the most important shows that everyone wants to be seen at. What will become of fashion weeks is truly unknown. One thing that is for sure is that the development of social media definitely plays a vital role in the change of the industry. Aims of the research: The broader aim of this research is to analyze through the lens of fashion week, what is happening in fashion week and the driver of change within the fashion industry, social media, and to unravel why we see a change in fashion week now. The second aim is also to investigate in what way the change is affecting the way fashion is displayed at fashion weeks. Methods: This thesis was completed by gathering observations and analyzing interviews, blogs, press, journal articles, social media and observations that focused on the phenomenon of fashion week especially in the New York and Stockholm context. This qualitative method is referring to as Netnography using primarily data gathering from the internet and data from the existing interviews with people from the industry. Results: Social media has affected the fashion weeks in many ways. Today fashion brands have to include social media in their marketing strategy in order to survive in the insta-culture that reflects on the society. The insta-culture has as well resulted in that fashion week has been reinvented to an entertainment event open for everyone. The democratization of the fashion week has in turn resulted in that designers have to change how and when they deliver fashion. Instead of waiting six months for the collections to hit the stores, designers now have adopted a see now buy now model. Contributions: The result of this thesis brings awareness to people within the fashion industry and fashion theories when it comes to what is happening to the industry and how to better support fashion management strategies. Social media has created an insta-culture in the society that also affects the fashion industry. This thesis also highlights the great impact that the society has on fashion even today. This study therefore further develops the sociological theory when it comes to the impact from the society and how it affects fashion.

Företags samhällsansvar (CSR) har utvecklats från ett fokus på etik till prestation och att således kunna fungera som ett strategiskt verktyg för differentiering och det är idag allmänt vedertaget för företag att använda sig av CSR med antagandet att detta genererar konkurrensfördelar. Samtidigt som CSR påvisats kunna skapa mervärde till ett företags varumärke ställs numera också krav från konsumenter att företag tar ett samhällsansvar. Det har däremot uppmärksammats att konsumenters medvetenhet om företags CSR-initiativ är låg, vilket kan anses problematiskt i och med de investeringar företag lägger på CSR och om detta således tas i beaktande vid konsumenters utvärdering av företag. Uppsatsens syfte är därmed att förklara om och hur CSR påverkar konsumenters attityd till ett företags varumärke samt ifall detta innebär ett mervärde och därmed varumärkesstärkande. För att uppnå syftet genomfördes en kvantitativ undersökning och enkäter skickades ut till studenter vid Högskolan Dalarna där totalt 682 respondenter slutförde enkäten. Resultaten visar en låg grad av medvetenhet, men att konsumenter med en högre grad av medvetenhet uppvisar mer fördelaktiga attityder till företag som tar ett samhällsansvar. Det framkommer också att dessa attityder genererar företag immateriella värden vilket senare teoretiskt förklaras innebära ett mervärde och därmed varumärkesstärkande. Studien landar i att CSR kan användas av företag för att stärka sitt varumärke, men finner dock en begränsning gällande konsumenters låga medvetenhet om företags CSR-initiativ. / Corporate Social Responsibility (CSR) have progressed from a focus on ethics to performance and thus working as a strategic tool for differentiation and it is today well recognized for companies to use CSR with the assumption that this will generate a competitive advantage. While CSR has been proved to create added value to the brand of a company there is also demands from consumers that companies should engage in Corporate Social Responsibility. However, the lack of awareness from consumers about companies CSR-initiatives have been observed, which can be considered as problematic due to companies’ investments in CSR and if these initiatives thus are taken into consideration while evaluating companies. The purpose of the study is to explain whether and how CSR influence consumers’ attitudes towards the brand of a company and if this implies added value. To achieve the purpose a quantitative method were used and surveys were sent to students of Dalarna University and 682 respondents fulfilled the survey. The findings demonstrate a low degree of awareness, but worth noticing is that consumers with a higher degree of awareness present more favorable attitudes towards the company. These attitudes proves to generate intangible values for companies engaging in CSR and which is theoretically explained to imply brand equity. In conclusion the study reveals that CSR can be used by companies in branding purposes, still consumers’ lack of awareness about companies’ CSR-initiatives is found as a limiting factor.

This thesis studies the ways in which Swedish advertising agents tried to reshape advertising into a practise seen as working for the public benefit, and not just for economical profit of themselves and their clients. Earlier research on Swedish advertising has not paid enough attention to the advertising sectors ambitions to spread their views of advertising as a societal good during the 1930s. By investigating, among other things, the 4th Nordic Advertising Congress in 1937, which was held on the theme “Advertising serves society”, and the magazines Futurum and Reklam nyheterna, published by and for advertising agents in Sweden, this thesis shows that the Swedish advertising sector actively tried to represent advertising as an important factor in the improvement and modernization of Sweden. The arguments used to legitimize advertising as a question with relevance for the whole of society was intimately connected to ideals that are usually associated with the emergence of the Swedish welfare state, such as public health, social improvement, modernity and rationality. Earlier research tend to focus on the agency of the state in this period, but this study shows that also the private advertising sector of Sweden were embracing these ideals and playing a part in the processes creating these policies by advocating a society with more “propaganda” for things such as public health, better homes, and traffic safety.

Thesis (MComm)--Stellenbosch University, 2000. / ENGLISH ABSTRACT: It is generally accepted that profitable relationships with customers are increasingly important in determining the long-term success of the modem enterprise. Customer relationship management (CRM) is widely considered as an appropriate methodology for building strong and mutually beneficial relationships with customers and, therefore, the study established the definition and scope of CRM. Customer knowledge could be considered a cornerstone of any CRM strategy and the ability of the enterprise to create and leverage customer knowledge is viewed as a source of competitive advantage. The study aimed at establishing clarity on the methodologies and approaches to the organizational knowledge creation process. Finally, the integration of knowledge creation and leverage processes into the CRM strategy was considered. Scrutiny of the available literature revealed a comprehensive description of the concept of CRM. The various models of CRM presented in the study clearly illustrated the different focus areas and components of CRM. The most prominent characteristics of a CRM strategy were found to be an emphasis on strategy, the networking of key stakeholders, customer intimacy and the use of appropriate technology. The approaches to the creation of organizational knowledge were analysed and it was found that the conversion between tacit and explicit knowledge is key to the creation of organizational knowledge. The generally accepted principles for the leverage of knowledge were adapted for possible incorporation into a CRM strategy. The salient conclusion of this study was that a knowledge creation process could be used to build the enterprise's stock of customer knowledge. It was found that the principles of knowledge leverage could be applied to the customer knowledge base in order to build lasting and profitable customer relationships. Recommendations were offered for the improved leverage of a CRM strategy through the integration of knowledge creation, knowledge leverage and CRM methodologies and principles. Finally, suggestions were made for further academic research on the anatomy and implementation of CRM. / AFRIKAANSE OPSOMMING: Dit word algemeen aanvaar dat kliente verhoudingsbestuur 'n toenemende rol sal speel in die lang termyn sukses van die moderne onderneming. Kliente verhoudingsbestuur word wyd erken as 'n gepasde metodologie om sterk en wedersyds voordelige verhoudinge met kliente te bewerkstellig. Die studie het ten doel gehad om die definisie en omvang van kliente verhoudingsbestuur te bepaal. Kliente kennis is 'n hoeksteen van enige kliente verhoudingsbestuur strategie en die onderneming se vermoeë om kliente kennis te skep en te benut word gesien as 'n bron van kompeterende voordeel. Die studie het gepoog om duidelikheid te verkry oor die metodologieë en benaderings wat gevolg kan word in die ondernemingskennis skeppingsproses. Ten slotte is die oorvleueling tussen die kennis skeppingsproses en die kliente verhoudingsbestuur strategie ondersoek. Gebasseer op die studie van die relevante literatuur is 'n omvattende definisie van kliente verhoudingsbetuur blootgelê. Die onderskeie modelle van kliente verhoudingsbestuur wat ondersoek is in die studie, het die fokus en verskeie komponente van kliente verhoudingsbestuur uitgelig. Die mees prominente karakter eienskappe van die kliente verhoudingsbestuur strategie is aangedui as die fokus op ondernemings strategie, netwerke van belangegroepe, kliente intimiteit en die gebruik van toepaslike inligtingstegnologie. 'n Analise van die benaderings tot kenniskepping in die onderneming het uitgelig dat die oorgang van ontasbare kennis na tasbare kennis die kern uitmaak van ondernemingskennis skepping. Die algemeen aanvaarde beginsels tot die benutting van kennis is daarna aangepas vir die moontlike gebruik in die kliente verhoudingsbestuur strategie. Die belangrikste gevolgtrekking van hierdie studie was dat 'n kennis skeppingsproses gebruik kan word om die onderneming se kliente kennis uit te brei. Daar is ook gevind dat die beginsels van kennis benutting toegepas kan word op bestaande kliente kennis ten einde langtermyn winsgewende verhoudings met kliente te bewerkstellig. Aanbevelings is gemaak vir die verbeterde benutting van die kliente verhoudingsbestuur strategie deur middel van die integrasie van kennis skepping, kennis benutting en kliente verhoudingsbestuur metodologieë en -beginsels. Ten slotte is voorstelle gemaak vir verdere akademiese studies aangaande die struktuur en implementering van kliente vehoudingsbestuur.

Thesis (MBA)--Stellenbosch University, 2000. / ENGLISH ABSTRACT: no abstract available / AFRIKAANSE OPSOMMING: geen opsomming

Thesis (MBA)--Stellenbosch University, 2002. / ENGLISH ABSTRACT: Brands, compnsing goods and services, serve to differentiate them from those of competitors. These have now proliferated to such an extent that it is difficult for brand owners to reach consumers and make their brands stand out. Brand loyalty has become one of the most frequently studied aspects of the purchasing process. It is thus defined through its measurements as the repeated purchase behaviour of one brand vis-á-vis other brands in the same category. The definition assumes a choice between two or more brands on the shelf. The objective of this project was to establish the presence of a direct relationship between brand loyalty and brand choice (or the lack thereof), in the emerging black markets of South Africa. The issue at hand is what happens in the absence of choice, i.e. the situation where there is only one brand per category. The second aspect to this is how do you measure brand loyalty in the absence of competition. The, outcome of the study clearly states that the choice that consumers are faced with in a particular market, lacks the dictionary meaning, In the absence of other brands in the same stable, loyalty has been found to exist because of the following: Brand being the first to market. Brand's superiority in terms of delivering on its promise, The presence of a strong advertising and promotions team to demonstrate its quality. Disposable incomes that are low and as such consumers' unwillingness to try other unknown brands, The lack of choice was described as a hostage situation, As long as the brand continues to deliver on quality, consumer choice will be deliberate and biased towards one brand. One very interesting other aspect to loyalty was that once it exists; it gets passed from one generation to the next. It becomes a family tradition, / AFRIKAANSE OPSOMMING: Handelsmerke onderskei produkte en dienste van hul mededingers. Die getal handelsmerke het nou tot so 'n mate toegeneem dat handelsmerkeienaars dit moeilik vind om verbruikers te bereik en hul handelsmerke duidelik van ander te onderskei. Handelsmerklojaliteit is een van die aspekte van die koopproses wat die meeste bestudeer word. Op grond van metingsprosedures word dit gedefinieer as 'herhaalde koopgedrag wat een handelsmerk bo ander handelsmerke in dieselfde kategorie bevoordeel'. Hierdie definisie veronderstel 'n keuse tussen twee of meer handelsmerke op dieselfde rak. Die doel van hierdie projek is om die direkte verwantskap tussen handelsmerklojaliteit en - keuse (of die gebrek daaraan) in die opkomende swart markte van Suid-Afrika te bepaal. Die eerste aspek van die ondersoek handel oor wat gebeur as verbruikers geen keuse het nie, m.a.w. as daar net een handelsmerk per kategorie op die rak is. Die tweede aspek handel oor die meting; van handelsmerklojaliteit as daar geen kompetisie van ander handelsmerke is nie. Die gevolgtrekkings van die studie illustreer duidelik dat die keuse wat verbruikers in 'n bepaalde mark het, nie aan 'n woordeboekdefinisie voldoen nie. Daar is ook bevind dat wanneer verbruikers nie 'n keuse van meer as een handelsmerk het nie, lojaliteit wel ontwikkel, om die volgende redes: Die handelsmerk was die eerste een wat in die mark beskikbaar was. Die betrokke handelsmerk doen sy beloftes beter gestand as ander handelsmerke. 'n Sterk advertensie- en promosiespan is teenwoordig om die kwaliteit van die handelsmerk te demonstreer. Die lae besteebare inkomste van verbruikers maak hulle onwillig om ander, onbekende handelsmerke te beproef Die gebrek aan keuse word beskryf as 'n "gyselaar"-situasie. Solank die handelsmerk aan die gehaltevereistes voldoen, sal verbruikers se keuse doelgerig daardie handelsmerk bevoordeel. Een van die interessantste aspekte van lojaliteit wat vorendag gekom het, is die volgende: as lojaliteit eers gevestig is, word dit van een generasie na die volgende oorgedra. So word dit dan 'n familietradisie.

Thesis (MBA)--Stellenbosch University, 2012. / ENGLISH ABSTRACT: When it comes to getting people to spend money on consumer goods, Madison Avenue have trust in the power of a whining child. The very young are more and more becoming the target of the advertising industry. As more and more companies are turning to child psychologists to help fine tune their messages, some specialists in child development are disturbed by the trend. As marketers are pitching to younger audiences, the question arises if children are being robbed of their innocence and childhood. Children are very naïve about advertising and can easily be manipulated and exploited. The general belief in the industry is that marketers can shape these children into lifelong customers with brand loyalties. Estimates have shown that children's aggregate spending has roughly doubled during the 1960's, 1970's, 1980's and almost tripled in the 1990's (Zoll, 2000). Why is this the case? What are the big corporations really up to: recruiting children to promote products on the playground, acting as their friends on social networks, repackaging junk food as a new health alternative and blurring the lines between what is advertising and what is not. Marketing that targets children are virtually everywhere - television, the internet, the playground and even the classroom. Product placements and other innovations have introduced more subtle ways of conveying their message. All this have created "commercialised children". The debate regarding the ethics of marketing to children is not a new development. Over the last three decades there were some fundamental questions asked about the fairness of marketing to children. Most of these questions are still unresolved. As the consumers started to understand their rights better over the last few years, this debate has started to move to the fore. While parents at home are struggling to set limits, marketing executives are working just as hard to undermine these efforts with irresistible offers. We need ask ourselves if too much marketing leads to unhappy families or will all these products lead to a more happy life. Because of the difficulty of gaining access to the child as a research subject, for the purpose of this thesis the focus was on secondary data available. This thesis is therefore a work of investigation, bringing research together from studies conducted in the United States of America, Canada, the United Kingdom and other European countries. The starting point was to gain knowledge of the cognitive development of a child. Using the work of Piaget as a basis and working with the developmental blind sports developed by Acuff and Reiher, vulnerabilities where identified for each of the developmental stages. Studies where then conducted into how the marketing industry targets each of those groupings and the products sold to them. In the end the products can be classified as: Inherently dangerous, safe and neutral. The classification of these products is an important aspect of the moral value of the companies selling them. It was necessary to look at the current legislation that is protecting the child and how the industry is finding their way around these. Finally, an ethical framework was designed that was used to look at the marketing industry's actions in each of the developmental phases and the products they sell. Because this thesis looks at the development of the child and the way that marketers target the child by focusing on the developmental blind spots, the feminine is also included when the masculine is used unless specifically stated that there is an important difference. In the end, it is clear that it is the ones who are in the daily "trenches" of homes everywhere who are under the most pressure. It is the parents and caretakers who are purposefully trying to design a healthy and enriching environment for their kids to grow up in who needs to be applauded. They are encouraging these children to have the courage to say no to the negative influences of materialism and irresponsible marketing. Although legislation does exist, it is in most cases not nearly strong enough to have a significant impact. In most cases the industry is left to regulate itself and the flow of money has the strongest pull. All over the world, parents are starting to form a united front against the irresponsible marketers and are forcing new laws and legislation to be implemented to help regulate the industry better. / AFRIKAANSE OPSOMMING: Wanneer dit kom by die motivering vir mense om geld uit te gee op verbruiksgoedere, het Madison Avenue baie vertroue in die krag van 'n kermende kind. Die jong kind word al meer en meer geteiken deur die advertensie industrie. Meer en meer ondernemings gaan na kindersielkundiges toe om hulle te help om hul boodskap te verfyn. Sommige spesialiste in die ontwikkeling van die kind is baie bekommerd oor hierdie tendens. Soos wat bemarkers al meer na jonger markte neig, het die vraag begin ontstaan of hulle nie besig is om die jeug te beroof van hul onskuld nie. Sover dit die bemarkingsboodskap aangaan, is kinders baie naïef en kan hulle maklik gemanipuleer en uitgebuit word. Die algemene gevoel in die industrie is dat bemarkers hierdie kinders kan omskep in lewenslange kliënte deur gebruik te maak van handelsmerk lojalitiet. Skattings toon dat die kinders se gemiddelde spandering rofweg verdubbel het gedurende die 1960's 1970 en 1980's en amper verdriedubbel het in die 1990's (Zoll, 2000). Die vraag is nou, waarom is dit die geval? Waarmee is die groot maatskappye werklik besig wanneer hulle kinders werf om hul produkte op die speelgronde te bemark, of voorgee dat hulle vriende is op die sosiale netwerke, of kitskos herverpak asof dit gesond is en die lyne tussen realiteit en advertensie laat verdof. Bemaring wat kinders teiken kom amper orals voor - televisie, die internet, die speelgrond en selfs in die klas. Die plasing van produkte en ander innoverings maak die oordra van die boodskap baie meer subtiel. Dit alles is besig om 'n gekommersialiseerde kind te skep. Die debat oor die etiek van bemarking na kinders is nie 'n nuwe ontwikkeling nie. Oor die laaste drie dekades was daar reeds fundamentele vrae gevra oor die regverdigheid van bemarking na kinders toe. Die meeste van die vrae is steeds onbeantwoord. Soos wat verbruikers hulle regte oor die laaste paar jaar beter begin verstaan het, het dit die debat opnuut na die voorgrond gebring. Terwyl ouers tuis sukkel om grense te bepaal, werk die bemarkingsbestuurders net so hard daaraan om hierdie reëls te ondermyn met baie aantreklike en onweerstaanbare aanbiedings. Dit gee aanleiding tot die vraag vra of te veel bemarking kan aanleiding gee tot ongelukkige gesinne en of al hierdie produkte werklik sal lei tot 'n beter lewe. As gevolg van die beperkinge op die toegang tot kinders in navorsing, is daar vir die doel van die tesis gebruik gemaak van sekondêre data bronne. Die tesis is dus 'n ondersoek na bestaande navorsing gedoen in die Verenigde State van Amerika, Kanada, die Verenigde Koninkryke en ander Europese lande. Die begin punt van die studie was om kennis op te bou oor die kognitiewe ontwikkeling van 'n kind. Deur die werk van Piaget te gebruik en te werk met die ontwikkelingsblindekolle wat ontwikkel is deur Acuff en Reiher, is kwesbare areas geïdentifiseer vir elke stadium van die ontwikkelingsproses. 'n Studie is gedoen om te bepaal hoe die bemarkingsindustrie elk van hierdie groepe teiken en watter tipe produkte op elke vlak verkoop word. Die produkte is in drie kategorieë geklasifiseer: gevaarlik, veilig en neutraal. Die klassifikasie van die produkte is 'n belangrike aspek in die morele waarde van die onderneming wat dit verkoop. Dit was ook nodig om na die huidige wetgewing te kyk wat die kind beskerm en hoe die industrie rondom hierdie wette beweeg. Laastens is 'n etiese raamwerk opgestel waarteen die bemarkingsindustrie se aksies in elke ontwikkelingsfase gemeet word. Omdat hierdie tesis fokus op die kind en die wyse wat bemarkers die kind teiken deur te fokus op die ontwikkelingsblindekolle word die vroulik ingesluit elke keer waneer die manlike aanspreek vorm gebruik word, tensy daar spesifiek verwys na die feit dat daar 'n verskil is in die optrede. Op die uiteinde is dit duidelik dat die wat in die loopgrawe op die tuisfront is, is die wat onder die meeste druk verkeer. Dit is die ouers en die versorgers wat doelbewus probeer om 'n gesonde en verreikende omgewing te skep vir die kinders wat lof en waardeering verdien. Dit is hulle wat poog om die kinders te ondersteun en aan te moedig om nee te se vir die negatiewe invloede afkomstig van die materialistiese en onverantwoordelike bemarking. Alhoewel wetgewing wel bestaan, het dit in die meeste gevalle nie 'n sterk genoeg impak om die kind se belange te besterm nie. In die meeste gevalle is die industrie ook oorgelewer aan self-regulering en het die vloei van geld die sterkste aantrekking. Reg oor die wêreld is ouers besig om saam te staan teen die onverantwoordelike bemarkers en begin hulle druk uitoefen om die huidige wetgewing te verander en nuwe wette ingestel te kry om die industrie beter te reguleer.

Thesis (MBA)--Stellenbosch University, 2015. / ENGLISH ABSTRACT: The continuous growth in the world’s population together with the increasing scarcity of water resources, especially drinkable water, has cultivated an environmentally-conscious society. As consumers are looking for eco-friendly alternatives or methods, manufacturers are including environmentally-friendly (EF) products in their product mix to address this topic. However, there seems to be a disconnect between manufacturers of EF product solutions and consumers. Consumers are either not aware of EF products or they are still hesitant in adopting environmentally-friendly products as the perception is that they are either too expensive or there is something amiss with the product’s functionality. It is up to suppliers and marketers of EF goods to do a better job of educating consumers about their products. This research study was conducted to understand the domestic consumer’s ecological behaviour and key influencing factors when purchasing water-efficient fittings. The literature review in this study gives us background on the status quo in terms of climate change, the green consumer, and water supply issues. A survey was conducted amongst domestic consumers in the plumbing retail environment to test their willingness to purchase water-efficient fittings based on their profile, habits and key influencing factors. The profile of the respondent showed a consumer who is more affluent. The water-efficient consumer’s primary concern is to save costs by reducing their water bill. Cost saving is the key influencing driver in terms of consumer’s willingness to purchase water-efficient fittings.

Purpose – The purpose of this study is to explore consumers’ attitudes towards native advertising and its perceived value. Design/methodology/approach – This research has a qualitative and exploratory nature. Forthe empirical material, primary data is collected through conducting in-depth semi-structured interviews. Findings – Consumers’ persuasion knowledge in relation to native advertising is found to be low. The advertising value of native advertising is positive since the consumers considered it to be entertaining, informative and credible. Furthermore, it was not considered as irritating which enhances the advertising value as well. Design was found to be its own category as it has an effect on all dimensions to enhance the advertising value. Since the advertising value is positive and enhanced, the attitudes of consumers towards native advertising are positive. Research implications/limitations – The main implications of this research are: native advertising can be used as a solution to consumers avoiding online advertising and in order for it to be successful, the design, content and frequency have to be taken into consideration. Since this research is qualitative, it has a subjective nature which might result in researcher induced bias. Furthermore, the age of the interviewees’ range from 21 to 38 years old which unlikely represents the whole population. Originality/value – As there is a lack of research in the field of native advertising, this research contributes to the field with knowledge about consumers’ attitudes towards it as well as how native advertising creates value. Additionally, the researchers applied the attitudes-towards-advertising model for this specific context and augmented it with a new dimension, design. This research also contributes with knowledge about each dimension in the native advertising context. Lastly, this research shows advertisers how native advertising should be used in terms of content, frequency and design.

published_or_final_version / Business Administration / Master / Master of Business Administration