La siguiente investigación ha sido realizada con el objetivo de comprender la relación que existe entre el costo de adquisición, el valor cultural y el valor emocional con respecto la intención de compra de marcas de calzado casual para un público masculino de 20 hasta 24 años de edad. En primer lugar, el costo de adquisición es representado por dos variables: (i) El costo monetario del artículo y (ii) el costo de oportunidad del cliente que se toma el tiempo de ir hasta la tienda, buscar el producto y, finalmente, pagar por el mismo. En segundo lugar, el valor cultural ha sido representado por tres variables: (i) La marca como fuente de autoexpresión, (ii) la marca como símbolo de pertenencia a un grupo amical o cultural y (iii) la marca como un accesorio para mejorar la percepción de los demás sobre uno mismo. En tercer lugar, el valor emocional de una marca ha sido representado por tres variables: (i) la marca como una garantía de calidad de sus productos, (ii) la marca como una fuente de satisfacción en el uso de sus productos y (iii) finalmente, la marca como una fuente de motivación en el uso de sus productos. Después de la realización de encuestas realizadas a un muestreo de 250 personas, se confirma que existe una relación entre el costo de adquisición y el valor emocional de la marca (variables independientes) con la intención de compra respectivamente (variable dependiente). Todo esto debido al análisis de correlación que confirma la relación significativa entre estas variables independientes y la variable dependiente del estudio. / The following research has been carried out in order to understand the relationship between the cost of acquisition, cultural value and emotional value with respect to the intention to buy casual footwear brands for a male audience of 20 to 24 years of age. First, the cost of acquisition is represented by two variables: (i) The monetary cost of the item and (ii) the opportunity cost of the customer who takes the time to go to the store, look for the product and, finally, pay for it. Second, cultural value has been represented by three variables: (i) The brand as a source of self-expression, (ii) the brand as a symbol of belonging to an amical or cultural group and (iii) the brand as an accessory to improve the perception of others about oneself. Third, the emotional value of a brand has been represented by three variables: (i) the brand as a guarantee of quality of its products, (ii) the brand as a source of satisfaction in the use of its products and (iii) finally, the brand as a source of motivation in the use of its products. After conducting surveys on a sample of 250 people, it is confirmed that there is a relationship between the cost of acquisition and the emotional value of the brand (independent variables) with the purchase intention respectively (dependent variable). All this due to the correlation analysis that confirms the significant relationship between these independent variables and the dependent variable of the study. / Trabajo de investigación

Due to today’s digital transformation, traditional ways of communication are increasingly replaced by virtual and digital communication channels. The challenge for leaders in this digital environment is consequently to reach out to their followers to the same extent as in physical meetings. Leadership is about influencing people to strive towards a desired direction and leaders’ aims are thereby to impact their followers both cognitively but also emotionally in order to stimulate motivation. Emotional intelligence revolves around the necessity of understanding and reading others’ emotions and how to act upon that in order to successfully interact with others. By reason of the current Covid-19 pandemic, we have the rare opportunity to explore the interaction between leaders and followers during the time of a global pandemic and understand how the accompanying social distance may impact the emotional aspects in leadership. The research question for this thesis is thereby: How can emotional value be created in the interaction between leaders and followers in today's digitalized world? The theoretical framework that constitutes the basis of the thesis is divided into four main concepts which are: the relational perspective of leadership, emotional intelligence, creating emotional value and the digital transformation in the business world. The study has an exploratory purpose and is of a qualitative approach. In order to collect empirical data, semi-structured interviews were held with eight participants whereof four leaders and four followers. The findings could be divided into four themes which are: Human touch and individual need, Social skills and individual adaptation, Work satisfaction and motivation and Future strategies. The result of the study shows that emotional value is highly important in the interaction between leaders and followers in order to maintain engagement, satisfaction and motivation in a digital work environment. The conclusion is however that emotional value indeed can be created through digital communication but that it has to be created in a quite different way than in physical meetings.

In this thesis the making and experiencing of the exhibition “Sundi Mongo – A village in Congo” is examined through ethnographical interviews with former and present employees at the Museum of Ethnography in Stockholm. The interviews, together with archive material concerning the exhibition, are analyzed with discourse theory in order to examine how discourses of defining Africa construct application and interpretation of the exhibition pieces. A significant element is dislocation, where the exhibition has been standing since 1983 and the meaning of the exhibition is now expressed as changed. This change of meaning is connected to the change of exhibition ideals and changes in the perception of the exhibition model; a real village called Sundi Mongo, located in southwestern Congo. Change and continuity also concerns interpretations of the museum’s cooperation with the Swedish Missionary Association and affective practices surrounding the exhibition pieces and objects in the museum’s collections. The construction of interpretations of the exhibition pieces and objects are also analyzed with the concept of fantasy.

This study takes departure from the paradox between the emotionally priceless caring of one’s own child and the unwillingness to pay a high prize when outsourcing the care. The purpose of this study is to explore this paradox and how it is expressed and negotiated by; parents who pays for private childminding; and by the companies providing these services The empirical data consists of six qualitative interviews with mothers hiring babysitters for their children and 19 discussion threads from the internet forum Familjeliv. To contextualize this data four company profiles from the Swedish nanny-market were included together with the technical aspects of the Swedish tax deduction for household services. The data was analyzed in the light of marxist theory of work; concepts of spiritual and menial care-work; and emotional and monetary value. The result of this study indicates that when attaching monetary value of the childminding a close relation to the child – such as kinship – devaluates the care-work; however, when hiring a babysitter from a company parents wish them to build a close relationship with the child. This relationship then has a high emotional value, but when recognizing what the pricing of the care-work consists of, only the babysitters’ qualities and the menial parts of childminding, i.e. the chores, are mentioned. This study also shows that through hiring a babysitter the parents own time with their children gains a “higher quality”. I therefore argue that according to the parents the commercialization of childcare increases the emotional value of the parents’ care-work, but the monetary value of the payed care-work remains unchanged and low paid.

Covid-19 förändrade evenemangsbranschen och arrangörer fick ställa om och utveckladigitala evenemang. Den stora konkurrensen mellan evenemang och faktumet att evenemangsbranschen inte är tillräckligt digitalt mogen har bidragit till att forskning kring utformningen av digitala evenemang har blivit än mer väsentlig. I en förändradevenemangsomgivning blev det därmed viktigt att studera ett digitalt evenemang utifrån ett konsumentperspektiv för att bidra till att evenemangsarrangörer mer effektivt ska kunna utforma digitala evenemang. Upplevelserummet är den fysiska miljö där samtliga evenemang äger rum. Det är utifrån upplevelserummet som olika attribut formas och mynnar ut i kvalitetsdimensioner som skiljer sig åt beroende på evenemang, och påverkar besökares upplevda emotionella och funktionella värde. Genom att fokusera på både emotionellt- och funktionellt värde kan arrangörer maximera fördelarna från evenemanget och förhöja besökares upplevelse. Syftet med den här studien är således att skapa en ökad förståelse kring vilka dimensioner som är viktiga i utformningen av ett digitalt evenemang genom att studerabesökares upplevelse utifrån emotionellt- och funktionellt värde. Ett kvantitativt tillvägagångssätt har genomförts genom insamling av data i form av en webbaserad enkät. Studien tillämpades på ett internt digitalt företagsevenemang och enkäten fick 103 svar vilket resulterade i en 100 procentig svarsfrekvens. Svaren har därefter presenterats och analyserats. Utifrån studiens resultat visade det sig att informationstjänster, programinnehåll och produkter var viktiga kvalitetsdimensioner i utformningen av det specifika evenemanget. Det här bidrog till emotionellt- och funktionellt värde och har därmed varit avgörande faktorer i en förhöjdupplevelse. Fortsättningsvis visade resultatet att det fanns ett samband mellan emotionella och funktionella påståenden vilket betyder att det multidimensionella synsättet går att tillämpa på det här specifika digitala evenemanget. Dessutom hittade studien flera samband mellan de funktionella och emotionella påståendena vilket visar på att värdet från exempelvisinformationstjänster har ett samband med programinnehåll. Det betyder att värdet kan stärkas av att både informationen inför evenemanget gjorde att jag kunde njuta av evenemanget, och att upplägget på AW:n var underhållande. / Covid-19 changed the event industry and organizers had to change and develop digital events. The great competition among events and the fact that the event industry is not sufficiently digital mature has contributed to research on the design of digital events becoming even more significant. Accordingly, it became necessary in a changed event environment to study a digital event from a consumer perspective, in order to contribute to event organizers being able to design digital events more efficiently. The experience room is the physical environment where all events take place. It is based on the experience room where different attributes form and result in quality dimensions which differ depending on the event, and affect visitors' perceived emotional and functional value. By focusing on both emotional and functional value, organizers can maximize the benefits of the event and enhance visitors' experience. The purpose of this study is thus to create an increased understanding of which dimensions are important in the design of a digital event by studying visitors' experience based on emotional- and functional value. A quantitative approach has been implemented by collecting data through a web-based survey. The study is applied to an internal digital corporate event and the survey received 103 responses that result in a 100 percent response rate. The answers have then been presented and analyzed. Based on the results of the study, it turned out that information services, program content and products were important quality dimensions in the design of the specific event. This contributed to emotional- and functional value and has thus been decisive factors in an enhanced experience. Furthermore, the results showed that there was a connection between emotional and functional statements, which means that the multidimensional approach can be applied to this specific digital event. Additionally, the study finds connections between the functional and emotional statements indicating that the value from, for example information services has a connection with program content. This signifies that the value can be strengthened by the fact that both the information introduced to the event made it possible for me to enjoy the event, and that the layout of the AW was entertaining. The following essay is written in swedish.

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Value is fundamental in business-to-business marketing, where marketing revolves around the term value. Understanding the value of offering through customers' eyes is important for business success. Due to the subjective nature of value, it's imperative to understand the value based on the customer's individual interpretation. In this context, perceived value plays a central theme for this study, and analyzed in the terms of benefits and sacrifices. But to capture the broader picture of customers' value functional, social, and emotional perceived values were considered. The research questions were formed to investigate the kind of values that customers perceive, and another question was framed to investigate the multidimensionality of values. In order to answer the research questions, a qualitative descriptive approach was applied and through judgmental sampling, respondents were chosen. The five potential customers were interviewed through semi-structured technique. The authors applied the model “value hierarchy” to investigate the customer's perceived value which consists of three layers: attributes, consequences and objects; it shows correlation among the three layers. The laddering technique was used in connection with hierarchy, through this technique authors understood how consumers were able to perceive value in each layer. The tangibilization strategy was used to provide cues that helped build mental construct of services in customer’s minds. Customers assess the services by evaluating its value. The value from the consequences were perceived multidimensionally by customers depending on the attributes. Customers perceived functional value in aspects of saving time and ease of workload. They were able to perceive value socially, when some features helped manage stress among the employees and through provision of these services to end customers saw an increase in firm awareness in the market. Customers also felt a feeling of happiness when using certain attributes especially among the end customers thereby bringing emotional value into the picture. All the different values perceived helped reach their respective end-goals.  The model found useful to investigate the customer value sequentially, also evaluating current customer’s needs. The study revealed that the attributes aren't chosen without a purpose. Customers perceive some benefits from the attributes that help achieve their specific needs. The study was confirmation about integrating the model with different value dimensions helped determine the connection of these dimensions with customer value. The study ends with presenting managerial, theoretical and practical implications and provides ground for future research in exploring other framework of values, followed by limitations of the study.

The rapid development of today’s society is accelerated with digitalization and the customers have more possibilities to compare businesses with each-other than before. The focus on Customer Experience have increased in popularity during the last decade and an increasing number of companies have begun to consider the importance of their customers, the society, and their personnel. This study explores the customer experience in two companies in different industries and how it can be expanded to increase competitiveness and the emotional value towards the customers. An energy company and a bank are compared regarding their operations surrounding customer focus and employee commitment to identify challenges and possibilities in combination to increased digitalization. This study investigates how Customer Experience Management can be introduced, which is a corporate strategy to lift the emotional aspects of a company in order to increase the connection to its customers. The study compares two companies through qualitative interviews and a quantitative employee survey to answer three research questions; (1) the current way in which the companies operate, (2) possibilities to develop through Customer Experience Management, and finally (3) how digital tools can be introduced in order to elevate the customer experience. The analysis combines the empirical findings with literature and theories to enable development for businesses who aim to increase their customer focus and customer experience concerning customer service and the organization. The findings of this study show that the companies have opportunities to progress in areas such as strategic focus, organizational culture and the potential to implement digital tools in order to increase the customer experience. Important factors which are considered drivers in the customer experience are ways to increase the customer satisfaction and loyalty, the commitment and motivation of the employees, as well as expressed strategies to saturate the organization. An increased focus on emotional value creation is considered crucial for companies to differentiate and increasing their competitiveness. / I dagens samhälle går utvecklingen snabbt med hjälp av digitaliseringens framfart och kunder har mer och mer möjligheter till att jämföra företag mellan varandra. Att fokusera på kundupplevelser har ökat i popularitet under de senaste åren där fler och fler företag inser vikten av att bry sig om sina kunder, samhället och sin personal. Denna studie undersöker kundupplevelsen på två företag och vad som kan göras för att utveckla den. Ett energibolag och en bank jämförs i deras arbetssätt kring kundfokus och medarbetarengagemang inom kundservice för att identifiera utmaningar och möjligheter i samband med ökad digitalisering. Studien undersöker hur man kan introducera Customer Experience Management, vilket är en ledningsstrategi som fokuserar på att lyfta företagens emotionella delar för att skapa starkare band till kunderna och öka konkurrenskraften. Studien jämför två företag genom djupintervjuer och en medarbetarenkät för att svara på tre forskningsfrågor som handlar om; (1) det nuvarande arbetssättet, (2) utvecklingsmöjligheter från ett perspektiv kring Customer Experience Management, och slutligen (3) hur digitala verktyg kan introduceras för att höja kundupplevelsen. Analysen kombinerar de empiriska fynden med litteratur och teorier för att ge möjligheter till utveckling för företag som vill utveckla sitt kundfokus och kundupplevelse inom kundservice och organisationen i sig. Slutsatserna visar att företagen har utmaningar inom områden så som strategiskt fokus, organisationskultur och potential för digitala verktyg som kan användas för att höja kundupplevelsen i företagen. Viktiga parametrar som identifieras som drivande för att öka kundupplevelsen är bland annat verktyg för att öka kundnöjdhet och lojalitet, medarbetarnas engagemang och motivation samt uttalade strategiska val som genomsyrar hela organisationen. Att fokusera på emotionellt värdeskapande i företagen ses som en grundläggande utvecklingsmöjlighet för företag som vill differentiera sig och öka konkurrenskraften.

Atmospheric theming is the use of the sensory experience in connection to a theme. The purpose of this research is to examine the effects of atmospherics with theming and their effects on customer behavior in food and beverage operations of a theme park. The official research questions developed for this study include: Does the impact of the authenticity of atmospheric theming influence an effect on revisit intention? Does the type of theme (land's theme or venue's theme) influence the effect of visitor revisit intention? These questions guided the current research in previously non-evaluated fields of study. This study used the Mehrabian–Russel (M-R) model to create a new research model. In the current study, atmospheric theming was the stimuli, emotional value was the emotional response, and visitor revisit intentions was the behavioral intention. Restaurant image was added to the model to obtain a cognitive reason.The results from the multiple regression indicated that all hypotheses were accepted. Restaurant image had a positive influence on both authenticity variables, and both authenticity variables had a positive influence on emotional value. Finally, emotional value was found to have a positive influence on revisit intention. These results indicated that atmospheric theming influenced revisit intention through emotional value. Furthermore, the results indicated that when it comes to the different types of themes within a venue, as indicated in the second research question, the venue's theme has a stronger influence on the emotional value than the land's theme.

Den ökade närvaron på digitala plattformar har gett konsumenter möjligheten till ökat inflytande och påverkan längs hela värdekedjan. Genom att konsumera, bidra och skapa innehåll på digitala plattformar är User Generated Content (UGC) ett verktyg för användare att vara delaktiga i värdeskapandeprocessen. Genom teorier som den tjänstedominanta logiken med samskapande av värde som central del, upplevt värde, konsumtion, bidragande och skapande har tre hypoteser utformats. Utformningen gjordes för att mäta och undersöka hur upplevt värde vid konsumtion av UGC i form av funktionellt, socialt och emotionellt värde, påverkar användares tendenser att ytterligare konsumera, bidra och skapa UGC. Hypoteserna undersöktes genom korrelations- och regressionsanalyser med data från en enkätundersökning bestående av 95 respondenter. Resultatet av studien tyder på positiva samband mellan upplevt värde av UGC och ytterligare konsumtion, bidragande och skapande av UGC med undantag från upplevt funktionellt värde i relation till bidragande och skapande. / The increased presence on digital platforms has given consumers the opportunity for more significant influence and impact along the entire value chain. By consuming, contributing, and creating content on digital platforms, User Generated Content (UGC) is a tool for users to be involved in the value-creation process. Through theories such as the service-dominant logic with co-creation of value as a central element, perceived value, consumption, contribution, and creation, three hypotheses have been formulated. The design was made to measure and investigate how perceived value when consuming UGC in terms of functional, social, and emotional value, influences users' tendencies to further consume, contribute and create UGC. The hypotheses were investigated through correlation and regression analyses using data from a survey of 95 respondents. The results of the study suggest positive correlations between the perceived value of UGC and further consumption, contribution, and creation of UGC with the exception of perceived functional value in relation to contribution and creation.