Thesis (MBA)--Stellenbosch University, 2001. / ENGLISH ABSTRACT: The University of Stellenbosch is a proud institution with a proud tradition. It delivers graduates and research that can compete with the world's best. It is facing a landscape that is becoming increasingly competitive, and higher education institutions in South Africa are only now discovering the need and value of sound marketing principles. The University consists of 11 faculties and more that 100 departments. Out of those faculties and departments many other operating entities have grown. Entities such as the Institute for Winebiotechnology, the Bureau for Economic Research, the University of Stellenbosch Printers and the Graduate School of Business, to name but a few. Each of these have over time developed strong individual identities. In virtually all cases the link with the University has not been severed, and in many instances the association has been beneficial to both the University and the operating entity. As the environment becomes more competitive and as universities compete for shrinking financial resources, issues such as high media costs and effective communication become more important. One way of ensuring economy of scale in communication is to co-ordinate the visual identity of an institution. At the University of Stellenbosch the visual presentation of its various operating entities has not been coordinated, resulting in vast inconsistencies with regard to the institution's visual communication. Apart from failing to achieve economies of scale in communication, such a situation will also, inevitably, lead to confusion among the institution's target audiences. This project assesses the situation and develops a model according to which the University and its operating entities can coordinate their visual communication. It is expected that this model will stimulate discussion and that it may lead to implementation as soon as possible. Once the framework for managing corporate identity is in place, a great deal of work will be required to bring the communications process in line with the objectives of the institution and the requirements of its corporate identity strategy. This report is intended as starting point in the process that will lead to effective and optimal corporate identity management at the University of Stellenbosch. / AFRIKAANSE OPSOMMING: Die Universiteit van Stellenbosch is 'n instelling met 'n trotse tradisie. Hy lewer graduadi en navorsing wat met die bestes ter wêreld kan meeding. Die Universiteit bestaan in 'n omgewing wat toenemend kompeterend is, en hoër onderwys instellings begin nou eers die waarde besef van effektiewe bemarking. Die Universiteit bestaan uit 11 fakulteite en meer as 100 akademiese departemente. Vanuit hierdie fakulteite en departemente het menige ander bedryfseenhede ontwikkel. Eenhede soos die Instituut vir Wynbiotegnologie, die Buro vir Ekonomiese Ondersoek, the Universiteit van Stellenbosch Drukkery, en die Nagraadse Bestuurskool. Elkeen van dié bedryfseenhede het oor tyd heen sy eie, unieke identiteit ontwikkel. In feitlik alle gevalle het die noue verbintenis met die Universiteit behoue gebly, en in baie van die gevalle het die wedersydse assosiasie tot beide se voordeel gestrek. Namate die omgewing waarbinne die Universiteit bedryf word meer kompeterend raak en namate die Universiteit meeding vir kwynende finansiële bronne, raak aspekte soos stygende media kostes en effektiewe kommunikasie belangriker. Een manier om te verseker dat skaalbesparings bereik word, is om the visuele identiteit van 'n instelling te koordineer. Aan die Universiteit van Stellenbosch word die visuele aanbieding van die verskeie bedryfseenhede nog nie effektief gekoordineer nie. Dit het tot gevolg gehad dat groot verskille aan die lig gekom het ten opsigte van die organisasie se visuele kommunikasie. Behalwe dat sulke omstandighede nie skaalbesparings bevorder nie, sal dit ook lei tot verwarring onder die instelling se teikengehore. Hierdie projek het ten doeI om 'n model, of raamwerk te ontwikkel waarvolgens die Universiteit en sy bedryfseenhede hul visuele kommunikasie beter kan koordineer. Daar word verwag dat hierdie model verdere gesprek sal stimuleer en so spoedig moontlik sal lei tot die implementering van 'n model wat vir die Universiteitsgemeenskap aanvaarbaar is. Nadat 'n raamwerk vir die bestuur van korporatiewe identiteit aanvaar is, volg nog 'n groot taak om die kommunikasieprosesse in lyn met die instelling se doelwitte en vereistes ten opsigte van sy korporatiewe identiteitstrategie te bring. Hierdie verslag kan as aanvangspunt dien in die proses wat sal lei tot die effektiewe en optimale bestuur van korporatiewe identiteit aan die Universiteit van Stellenbosch.

Online banking är den mest framträdande faktorn till följd av digitaliseringen inom den finansiella världen. Det nya bankkonceptet har gett upphov till nya hot och utvecklingsmöjligheter bankerna har tvingats att anpassa sig till. Den största förändringen är att online banking erbjuder banktjänster som kan utföras oberoende av tid och plats vilket lett till att bankkontor avvecklats och den minskade fysiska kontakten mellan bank och kund blir uppenbar. En stor utmaning blir att skapa kundlojalitet, eftersom den personliga interaktionen via fysisk närvaro tidigare setts som en grundpelare för att knyta åt sig kunder. Tidigare forskning menar nu att servicekvalitet via onlinemöten, företagsimage samt teknikmognaden påverkan faktorn förtroende, som beskrivs som avgörande för kundlojalitet inom online banking. Studien har vidareutvecklat kunskapen inom forskningsområdet som har varit baserade på hypotetiska antaganden om vad som skapar kundlojalitet inom online banking. Urvalet för denna studie är unik då respondenterna har suttit på faktisk data baserad på upplevd erfarenhet gällande användningen av avancerade tjänster inom online banking. Studiens syfte är att skapa förståelse för hur kundlojalitet skapas inom online banking. Studiens har tillämpat en positivistisk forskningsfilosofi och deduktiv forskningsansats, där en kvantitativ datainsamlingsmetod i form av en internetenkät användes. Resultaten i studien baseras på 71 respondenter. Studiens resultat påvisar att faktorn förtroende inte är fullkomligt avgörande för skapandet av en lojal kund. Den påvisas uppfylla kravet för en medierad, men inte en perfekt sådan då faktorerna teknikmognad samt företagsimage påvisades ha ett signifikant samband med kundlojaliteten. / Online banking is an emerging factor due to the digitalization within the financial world. The banking concept causes threats and development opportunities which banks are facing. An attribute that online banking offers is banking services regardless of time and location. It makes the number of bank branches decrease as the physical customer meetings diminish. A challenge is to create customer loyalty as the diminishing personal interaction was a great resource to create boundaries with customers. Previous research states service quality, corporate image and technical maturity influence the trust, which is described as lethal in creating customer loyalty within the online banking concept. This study has developed knowledge within the field of sience that has been based on hypothetical assumptions regarding the creation of customer loyalty. The study is based on a unique sample since the respondents have an actual perceived experience regarding the use of advanced online banking services. The purpose of this study is to create an understanding of how customer loyalty is created in an online banking business. The study has implemented a positivistic research philosophy and a deductive research approach in which a quantitative data gathering method through questionnaires online was used. The results in the study are based on 71 respondents. The results of the study show that the trust was not perfectly lethal in creating customer loyalty. It fulfilled its role as a mediating variable, but not perfectly as corporate image and technical maturity also had a significant influence on customer loyalty.

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management: Strategic Marketing Johannesburg, 2017 / State-owned enterprises share many similarities with their purely commercial counterparts. There are however, a number of factors that these organisations are obligated to account for that set them apart from traditional product and service brands. This makes them unique in terms of how and why they build their corporate brands and manage their brand portfolios. State-owned enterprises (SOEs) are prolific across the world. Enterprises controlled and funded entirely or partially by governments are involved in a broad spectrum of business ranging from arms manufacture to communications and media. These state-owned enterprises often command marketing budgets and resource their businesses with brand managers for the purposes of building strong corporate brands and managing their brand portfolios effectively. In short, SOEs often behave as brands and yet their objectives differ from the very definition of what building a brand is intended to do; deliver bottom-line value to the business. The main problem in this study then was to identify the decision-making factors in corporate brand building and portfolio management in a South African state-owned organisation. This was in a bid to resolve how these factors are prioritised to achieve organisational objectives and what value there is in building a corporate brand in such a state-owned organisation. To do this a qualitative research strategy was selected as a means of identifying insights from key personnel at a state-owned organisation. A single case study method was utilised and the South African Broadcasting Corporation (SABC) was identified as an ideal SOE in which to conduct the study. The key findings indicated a worrying level of confusion regarding the true objectives of the organisation. This was attributed to be due to two factors. Firstly, that there is a conflict between the mandate of an SOE or its altruistic, normative objective to serve the country and its people and the commercial imperative to build consumers (or audiences in the case of the SABC) and attract revenue to be self-sustaining. Secondly, that due to political influence and the nature of state- ownership of the organisation, the objectives documented and approved differ to those that are truly practiced by managers in the organisation. Further to this it was found that there is a lack of clarity regarding the structure of the brand portfolio and relationships between brands, many of which have strong heritage in and of themselves and form key touchpoints for sizeable audiences. It was found that building a strong corporate brand was essential for the SABC’s success and that each brand in the portfolio should fall under the umbrella corporate brand however this again brought forth the conflict between how things should be and how they can practically be done. Due to its SOE nature, and the public context of the SABC, it was found that the portfolio brands tended to distance themselves from the corporate brand due to its instability and negative corporate reputation which impacted on individual brand performances in the portfolio. Based on the findings in this study, this thesis recommends a clear prioritisation of the three areas of influence within the SOE in the order of audiences followed by mandate and then revenue. The thesis recommends a corporate brand audit, taking stock of the heritage elements of the SABC corporate brand and its brand portfolio so as to mine the value in its 80-year-old history and to turn these heritage-based elements into advantages for the organisation upon which its corporate brand can be built. This thesis recommends the building of a strong corporate brand for the SABC with links between each brand in its portfolio leaning to the branded house side of the spectrum of classical brand relationship typology. The study also proposes practical applications to achieve prioritisation of the corporate brand which requires high level management attention. To this end, it calls for the appointment of a Chief Marketing Officer to the executive of the SABC and a core corporate brand management team. The function of this team would be to articulate the objectives and the prioritisation of these objectives to all stakeholder groups, to audit and reorganise the brand portfolio for effective management according to theory-based guidelines, and to establish and implement a corporate brand building strategy that will deliver value to the SABC and all its stakeholders, using the corporate brand and its messaging as a bridge to connect the brand promise of the organisation to the brand reality experienced by those stakeholder groups most especially its audiences as priority. / MT 2017

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2018-04-05T12:25:15Z No. of bitstreams: 1 Alessandra dos Santos Libretti Dias.pdf: 3788383 bytes, checksum: cf757823d45dab3bdf0de1307d58d1cf (MD5) / Made available in DSpace on 2018-04-05T12:25:15Z (GMT). No. of bitstreams: 1 Alessandra dos Santos Libretti Dias.pdf: 3788383 bytes, checksum: cf757823d45dab3bdf0de1307d58d1cf (MD5) Previous issue date: 2018-02-20 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / We know how big is the universe of organizations and how many countless aspects within its many areas involves: accounting, investments, billing and payments, sales, purchasing and human relations. We live in a much more complex organizational environment than at the time of the development of Taylor and Fayol management theories. To meet all the demands that have been created over the years for this development, theories of organizations have incorporated knowledge from several other sciences, such as biology, psychology, sociology, among others. Therefore, several aspects that were previously not considered, began to be analyzed in organizations, such as the influence of the environment, people management, organizational culture and the identity and image of organizations, among many others. Within this last area, one of the aspects that - even implicitly - is striking, is the use of dress code as a tool of expression of the organizational identity values as well as the hierarchy and belonging, or not, the employee group. For each there is a dress code2, which expresses their values in the organizational identity, and it is up to each organization to impose, an implicit or explicit way, this to employees. The adequacy of them to this dress code enables the expression of their belonging to this organization, its organizational identity and position in the hierarchy. To understand the functions and objectives of the dress code, it is important to make a study of the history of clothing, especially women's, which allows us to understand the fashion and clothing as a visual language. Our clipping to the history of dress is part of capitalism in the West, when male attire, coming from the English bourgeoisie, was accepted as the standard for the corporate environment for both men and woman. This costume which parts and practices liberated the movements of the body began to express the values of bourgeois society, discretion and sobriety through dark and neutral colors. The female body, prevented by moral and having underestimated his intelligence, held the woman in corselets and in their homes, as a trophy representing success and virility of her husband. In the course of history, to enter this appearance environment "distinct", women have adopted male attire symbols such as blazers, shirts, shoulder pads and even ties, in the most possible sober colors, seeking to express the same masculine values present in the corporate environment. Our research analyzes this language in the corporate environment through female dress code, as a manifestation of organizational culture, support of individual and collective identity of the bodies in the work environment, represented in films of the last four decades. The considerations here guide the objective of this work: conduct a study that articulates political theory and anthropology, fashion and management, with the method the visual ethnography to understand how the corporate dress code, imposed or suggested, sculpts the female body in organizations, as well as, how it interacts with the identity of the organization, establishing a relationship which influences the question of power and hierarchy. These perspectives are grounded in theories in the field of management, sociology, and anthropology and illustrated in selected movie passages / Sabemos quão grande é o universo das organizações, e quantos incontáveis aspectos dentro das suas inúmeras áreas ele envolve: contabilidade, investimentos, cobrança e pagamentos, vendas, compras e relações humanas. Vivemos em um ambiente organizacional muito mais complexo do que na época do desenvolvimento das teorias da administração de Taylor e Fayol. Para atender todas as demandas que foram sendo criadas ao longo dos anos por esse desenvolvimento, as teorias das organizações incorporaram conhecimentos de diversas outras ciências, como biologia, psicologia, sociologia, entre outras. Como consequência, vários aspectos que anteriormente não eram considerados passaram a ser analisados nas organizações, como, por exemplo, a influência do ambiente, a gestão de pessoas, a cultura organizacional e a identidade e a imagem das organizações, entre tantos outros. Dentro desta última área, um dos aspectos que – ainda que implicitamente – chama a atenção é a utilização do dress code como ferramenta de expressão dos valores da identidade organizacional, bem como da hierarquia e do pertencimento, ou não, do funcionário ao grupo. Para cada organização existe um dress code1, que expressa seus valores presentes na identidade organizacional, e cabe a ela impô-lo, de maneira implícita ou explícita, aos funcionários. A adequação deles a esse dress code possibilita a expressão de seu pertencimento a essa organização, sua identidade organizacional e posição na hierarquia. Para entender as funções e os objetivos do dress code, é importante fazer um estudo da história da vestimenta, principalmente a feminina, que nos permite entender a moda e a indumentária como uma linguagem visual. Nosso recorte para a história da vestimenta parte do capitalismo no Ocidente, quando o traje masculino, vindo dos burgueses ingleses, foi aceito como padrão para o ambiente corporativo, passando a ser referência para os trajes femininos de trabalho. Esse traje de peças práticas e que liberavam os movimentos do corpo passou a expressar os valores da sociedade burguesa, de discrição e sobriedade, por meio de cores escuras e neutras. O corpo feminino, impedido pela moral burguesa e tendo sua inteligência subestimada, prendia a mulher nos corselets e em suas casas, como um troféu representando o sucesso e a virilidade de seu marido. No curso da história, para entrar nesse ambiente de aparência “distinta”, as mulheres adotaram símbolos do traje masculino, como blazers, camisas, ombreiras e até gravatas, buscando expressar os mesmos valores masculinos presentes no ambiente corporativo. Nossa pesquisa analisa essa linguagem no ambiente corporativo por meio do dress code feminino, como manifestação da cultura organizacional, suporte da identidade individual e coletiva dos corpos no ambiente laboral, representado em filmes das últimas quatro décadas. As considerações tecidas até aqui norteiam o objetivo deste trabalho: realizar um estudo que articula teoria política e antropologia, moda e administração, tendo como método a etnografia visual, para entender como o dress code corporativo, imposto ou sugerido, esculpe o corpo feminino nas organizações, bem como de que forma ele interage com a identidade da organização, estabelecendo uma relação que influencia a questão do poder e da hierarquia. Essas perspectivas estão fundamentadas em teorias no campo da administração, da sociologia e da antropologia e ilustradas em passagens de filmes selecionados

Made available in DSpace on 2016-04-25T16:44:36Z (GMT). No. of bitstreams: 1 Celia Lucia do Rosario Braz.pdf: 1126903 bytes, checksum: c664bd4050062b5734819bee8092c1e1 (MD5) Previous issue date: 2013-10-21 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The current demands of our society, predicated on the aspects of information economy, culture of service and knowledge society, make the reputation one of the greatest values that an organization can have today, and can be understood as a "vote of confidence" that organization acquired. However, reputation, image and identity are a closely linked phenomena in organizations, to the extent that an identity able to create a good image in the minds of stakeholders can have a positive impact on corporate reputation. At that time, in Brazil, the private nonprofit organizations are not in a comfortable position when it comes to trust in institutions. Thus, the primary objective of this study is to clarify how the institutional identity of a social organization can influence the construction and maintenance of its corporate image and reputation, on the premise that these three concepts are interrelated. To meet this objective, we conducted a case study of qualitative and quantitative approach with the Arco Associação Beneficente, an institution of 22 years that serves children and youth with education services and social assistance. We investigated (i) its institutional identity, composed of the essential attributes of organizational identity and the way these projects are externally - corporate identity, (ii) the general impression that the general public has about the organization - its corporate image, and (iii) evaluation of key stakeholders about the institution - their corporate reputation. Among the results, are: consistency between organizational identity and corporate identity of Arco, except for formal communication factor, a high level of knowledge about the existence of the institution in the region, accompanied by a positive corporate image, and the realization of the strong influence that the institutional identity plays in building and maintaining the reputation of the entity / As atuais demandas de nossa sociedade, calcadas nos aspectos economia da informação, cultura do serviço e sociedade do conhecimento, fazem com que a reputação constitua hoje um dos maiores valores que uma organização pode possuir, podendo ser entendida como um crédito de confiança que a organização adquiriu. Entretanto, reputação, imagem e identidade são fenômenos intimamente ligados nas organizações, na medida em que uma identidade capaz de criar uma boa imagem na mente dos stakeholders pode trazer impactos positivos na reputação corporativa. Nesse momento, no Brasil, as organizações privadas sem fins lucrativos não se encontram em uma posição confortável quando o assunto é confiança nas instituições. Desse modo, o objetivo primordial do presente estudo é clarificar como a identidade institucional de uma organização social pode influenciar a construção e a manutenção da sua imagem e reputação corporativa, partindo da premissa de que estes três conceitos estão inter-relacionados. Para atender a esse intuito, foi realizado um estudo de caso de abordagem qualitativa e quantitativa junto à Arco Associação Beneficente, uma instituição que há 22 anos atende crianças e jovens com serviços de educação e assistência social. Foram investigadas (i) sua identidade institucional, composta pelos atributos essenciais da identidade organizacional e pela maneira como estes são projetos externamente identidade corporativa; (ii) a impressão geral que o público externo tem sobre a organização sua imagem corporativa; e (iii) a avaliação dos principais stakeholders sobre a instituição sua reputação corporativa. Dentre os resultados apurados, estão: a coerência entre a identidade organizacional e a identidade corporativa da Arco, exceto pelo fator comunicação formal, um alto índice de conhecimento sobre a existência da instituição na região, acompanhado por uma imagem corporativa positiva, e a constatação da forte influência que a identidade institucional exerce na construção e manutenção da reputação da entidade

The press is filled with stories about termination of customer relationships in banking, telecom and other service industries. Yet, there is limited research on firm-initiated service termination and in particular, customers’ reactions to different termination strategies is under-researched. This study employs a 2 (termination strategies: firm-oriented and customer-oriented) * 5 (compensation types: explanation, apology, moderate monetary compensation, high monetary compensation and no compensation) experimental design with US adult consumers in retail banking. In phase 1, the study examines the direct and indirect effects of termination severity on customers’ reactions and the perceived justice theory is used to explain the post termination conceptual framework. The results show that a firm-oriented approach is perceived as more severe and less fair compared with a customer-oriented approach. In addition, termination severity negatively influences perceived justice and positively influences anger, direct complaint, negative WoM and revenge behaviours. The results also demonstrate that anger and perceived justice mediate the relationships between termination severity and behavioural responses and attitude towards complaining moderates the effects of anger on revenge, direct and third party complaint. The study contributes to the service termination literature by enhancing the understanding of the consequences of service termination and also providing a theoretical model of customers’ attitudinal, emotional and behavioural reactions to firm-initiated service termination. Furthermore, little is known about the role that compensation plays in influencing customers’ responses to intentional failures such as service termination. Therefore, in phase 2, this research examines the effects of different types of compensation and different level of monetary compensation on customers’ anger, satisfaction, image and negative WoM following the two termination approaches. Expectancy violation theory is used to explain the post compensation conceptual model. Contrary to the accepted wisdom, the findings reveal that explanation is the salient compensation type for both termination approaches. In addition, high level of monetary compensation is only effective following a firm-oriented, but not a customer-oriented approach. Moreover, apology and moderate monetary compensation are not effective in improving customers’ satisfaction and reducing their anger following either approach. The research contributes to the service recovery literature by examining the effectiveness of psychological and monetary compensation in service termination, which is an intentional failure. The findings provide managers with critical insights about the effectiveness of different compensation strategies based on specific termination strategies (i.e. psychological compensation following customer-oriented and both psychological and high monetary compensation following firm-oriented approaches).

有關「公共關係」一詞，由於定義非常廣泛，且不同組織所從事公共關係的目標及目的亦有所差異。職是之故，本研究僅就企業從事公共關係專案時所應確立之架構模式予以討論。本研究所需之資料舉凡有關公共關係理論及實務介紹的文獻、書籍皆為主要來源。研究中乃以四家企業為個案，以驗證依據理論建立架構之可行性。整體內容以理論和實務並重，重點在理論架構的建立和實務運作程序之探討。 第２章：公共關係理論發展的文獻回顧。 第３章：公共關係運作架構建立為本研究之重心所在。 第４章：乃舉個案公司之實務運作，以驗證說明理論架構之可行性。 第５章：對前兩章內容作一總結。說明理論架構之特色，適用性及運用範圍，以及實務運作之發現，以利後續研究之方向參考。研究之主要發現有： (1) 公關運作架構能契合個案公司之需求 (2) 理論架構的程序，有助於企業掌握公關問題 (3) 決策導向的運作程序，提高了公關活動的品質 (4) 公關運作架構，使企業更能掌握內、外部公眾 (5) 目標公眾特質分析使公關活動運用更為恰當 (6) 完整的公關運作分析，有效界定不同的公關媒介與方法 (7) 不同的公司特性會影響公關媒介與方法的運用 (8) 有效的公關評估準則，能掌握目標公眾態度、行為的改變

壽險業的產品特性與其他產業有相當大的差異，它提供給消費者長期的保障承諾。因此，良好的企業形象是消費者進行購買決策的重要關鍵因素。 本研究主要目的在於探討影響壽險公司企業形象的原因，本文將壽險公司財務及業務經營兩大構面的績效指標分類，並以現代保險金融雜誌的企業形象統計調查結果～『最值得推薦的人壽保險公司』排名，進行迴歸統計分析，實證企業形象與經營活動兩構面之關聯性，以了解各項指標對企業形象之影響力，並提出經營企業形象的建議。 實證結果發現，壽險業企業形象的好壞與公司的財務面與業務面的經營績效均有相當程度關聯性，而業務績效指標則對企業形象的影響較大。且公司型態若屬於金控子公司或外商公司，亦對企業形象有顯著影響力。消費者對企業形象評估的觀點，不僅從財務績效評價，更在意經營品質。因此，壽險公司的經營應更加注重本業營運活動及服務品質，才能提升壽險公司本身的企業形象。 / This study attempts to analyze the relationship between corporate image and business operation of life insurance companies in Taiwan. Based on the performance indicators in underwriting and financial aspects, this study conducts regression analysis to find the influential factors for corporate image of life insurers. The corporate image measurement is based on the survey of “The strongly recommended life insurance companies” made by the Risk Management, Insurance & Finance Magazine in years 2005-2010. This study finds that both of underwriting and financial operations have considerable impacts on the corporate image of life insurance companies. The results indicate that consumers evaluate the corporate image based on not only the financial performance but also the quality of underwriting management, such as services provided by the insurers. Besides, the company types (e.g., subsidiary of financial holding companies or foreign insurers) also significantly influence the corporate image. The findings of this study suggest that the life insurance companies in Taiwan should pay more attention to the underwriting activities and service quality in order to enhance their corporate image.

Corporate reputation is still consolidating as an important intangible asset for organizations. Unlike other concepts, reputation is multidisciplinary as it is the synthesis of the success factors of a company. The diversity of definitions, perspectives and methods in this field, as well as the lack of a solid body of theory surrounding this concept, highlight the need to investigate in order to add rigor to its study and application. It is for this reason that this thesis main goal is to analyze five of the most important instruments for measuring this phenomenon, in order to create a new multi-stakeholder methodology for measuring corporate reputation which enhance the benefits and exceed the drawbacks that current tools present. / La reputaci��n corporativa se sigue consolidando como un activo intangible muy importante para las organizaciones. A diferencia de otros conceptos, la reputaci��n es multidisciplinaria dado que constituye una s��ntesis de los factores de ��xito de una empresa. La diversidad de definiciones, perspectivas y m��todos existentes en este ��mbito, as�� como la falta de un cuerpo te��rico solido entorno a este t��rmino, ponen de manifiesto la necesidad de investigar de cara a a��adir rigor en su estudio y aplicaci��n. Es por este motivo que en esta tesis doctoral se propone analizar cinco de los instrumentos de medici��n del fen��meno reputacional m��s importantes en la actualidad, con el objetivo de crear un nuevo instrumento multistakeholder para medir la reputaci��n corporativa que destaque los benefici��s i supere los d��ficits que los m��todos hoy presentan.

Titel: När mediabruset tar över- Hur en butik kan använda sig av gerillamarknadsföring Kurs: 2FE07E Examensarbete i företagsekonomi, Kandidatuppsats 15hp, VT2011 Författare: Rebecca Einarsson, Lejla Kurtovic och Izla Seffo Handledare: Martin Amsteus Examinator: Frederic Bill  Nyckelord: Gerillamarknadsföring, Generation Y, Målgruppsanalys, Attityder, Varumärke:företagsidentitet och företagsimage, Varumärkeskännedom. Syfte: Att skapa kunskap rörande hur en butik kan marknadsföra sig mot Generation Y med hjälp av gerillamarknadsföring.    Metod: Studien är av kvalitativ karaktär med ett induktivt angreppssätt. Det är även en fallstudie och primärdata samlades först in genom en djupgående intervju med fallföretaget, därefter utfördes en målgruppsanalys genom en fokusgrupp samt enkät.                                                                                                   Empiri: Det empiriska kapitlet påbörjas med en presentation av Rut m.fl. som följs av en intervju där målgruppen definierades till Generation Y. Utefter intervjun utformades en målgrupssanalys genom en fokusgrupp och enkät. Teori: De teorier som presenteras har härletts av det empiriska materialet och är relevant för de ämnen som tagits upp. Kapitlet behandlar målgruppsanalys, Generation Y, Varumärke:företagsidentitet och företagsimage,varumärkeskännedom samt gerillamarknadsföring. Avslutning: Studiens slutsatser är att gerillamarknadsföring är användbar då den är kostnadseffektiv, tilltalar Generation Y, ökar varumärkeskännedom och igenkänningsfaktorn samt kan skapa Buzz vilket kan leda till Word-of-mouth.                  Vidare forskning: Förslag till vidare forskning skulle kunna vara att studera ämnet mer ingående och skapa vetenskapligt material då gerillamarknadsföring är ett relativt outforskat område. Det skulle även vara intressant att mäta responsen till gerillamarknadsföring, speciellt de förslag som resulterat från denna studie. / When the media noise is taking over – How a store can make use of Guerrilla marketing Authors: Rebecca Einarsson • Lejla Kurtovic • Izla Seffo Tutor: Martin Amsteus Examiner: Frederic Bill 2FE07E Bachelor thesis in Business administration • Marketing programme School of Business and Economics atLinneaus University in Växjö • Spring 2011 Keywords: Guerrilla marketing • Generation Y • Target audience analysis • Attitudes • Brand: corporate identity and corporate image • Brand recognition Traditional marketing has been caught in a vicious circle. People have limited attention and are also limited by money, which means that consumers cannot pay attention to all advertising or buy everything. As companies invest more money on advertising it results in even more messages for people to take in and then it may be difficult for the company to get through the "noise". The consumers also tend to build up defenses against these types of traditional messages and actively avoid it, which do not make it easier for today's marketers so therefore marketers must simply find new ways to catch their attention. The purpose of this thesis is to generate knowledge regarding how a store can advertise to Generation Y by means of Guerrilla marketing. The research undertakes a qualitative data collection. Primarily a case study was undertaken and primary data for the main study was collected through an in-depth interview with the case business, and thereafter through a focus group and a survey that were based on an target audience analysis in order to understand the target audience, which in this study is limited to Generation Y.  Secondary data was collected from academic literature, scientific articles, dissertations and webpages. The theories that are researched are derived from the topics that arose from the empirical data. The findings and conclusion of the study is that Guerrilla marketing is cost-efficient, more appealing to Generation Y, enables a dialogue with the customers, increases brand recognition and recognition factor in general, but mostly it can create Buzz which can turn into Word-of-mouth communication. Guerrilla marketing is a relatively unexplored field and suggestions for further research would be to study the subject more profoundly and to create more scientific material in general. It would also be of interest to measure the response to guerilla marketing and especially to test the Guerrilla marketing suggestions that have resulted from this study on Generation Y.