Background - Celebrity endorsement is not a new phenomenon and it can be seen in advertisements around the world. Since the content of an advertisement easily can be screened out, it is important to target the right consumer. There has to be a fit between the consumer, the endorser and the product. Since gender plays a crucial part when understanding consumer behavior, knowledge about gender differences needs to be taken into account when creating a marketing strategy.      Purpose - Consumers in today’s society are being exposed to an extreme amount of advertisements and other marketing tools. Advertisements in connection to gender are an uncertain and complex issue since the consumer is largely affected by gender differences. Today, the concept of using a celebrity in advertisements is a common tool for marketers in order to efficiently reach out to the right target customer. Therefore, the purpose of this thesis is to study the relationship between consumer behavior and the use of gender differences as a marketing strategy. Significantly, how celebrity endorsers influence female and male consumers differently in the Swedish sport industry.   Method - This thesis was conducted using an abductive approach together with a mixed methods approach. The data was collected with the use of focus groups and a questionnaire, resulting in a qualitative as well as quantitative approach. The data from the questionnaire complemented the data from the focus groups, which lead to a deeper understanding of the topic.   Findings - The findings of this thesis show that both the gender of the consumer and the gender of the celebrity need to be taken into account when creating a marketing strategy. Further, the authors argue that consumers are filtering information in promotions differently depending on gender, and therefore knowledge of gender differences will influence the effectiveness of a celebrity endorsed promotion. The findings of this thesis strengthen previous literature to some extent, but do also enhance the readers to new insights.

The concept of vampire effect in advertising appears to be underresearched by marketing specialists. In the race for getting attention of target audience advertisers often use special attention-getting devices. This in turn exposes them to a higher risk of creating a vampire effect when the core message about the brand or a product is eaten up by such devices. Therefore this study provides deepeer insights into the vampire effect occurences. A deductive approach is used. First secondary literature review on preconditions of vampire effect occurrences and various types of vampire effect is covered. Primary data collection and analysis is performed next. This part is narrowed down to researching vampire effect risks when using celebrities as attention-getting device in printed advertisement. Research tools of this study include an eye-tracking device and a survey of 72 students from the University of Economics in Prague. The research concludes that a significantly higher risk of creating a vampire effect exists when using an unrelated attention-getting device. Marketers are advised to use related celebrities if choosing to stick to the attention-getting device approach. However, the concept of "relatedness" should be effectively pre-tested prior to advertising campaign start.

Vilken roll spelar offentliga personer i Cancerfondens externa kommunikation på Instagram, och vilka tänkbara identiteter kan detta generera i? Vi har gjort en kvalitativ retorisk undersökning med material insamlat från Cancerfondens Instagram, där specifikt inlägg med offentliga personers medverkan studerats. I analysen diskuteras materialet utifrån tre identitetskategorier som var särskilt utmärkande bland inläggen: Familj, Det vardagliga livet och Det hälsosamma livet. Vi presenterar ett resultat som tyder på att offentliga personer har en central roll i skapandet av relationer till en tänkt publik, vilket i sin tur kan genereras i olika identiteter. Cancerfondens kommunikativa arbete tolkas ha ett genomgående fokus med syfte att skapa en gemenskapskänsla i deras relationer med hjälp av de offentliga personerna. Denna relation tycks styras mer eller mindre av en medieframställd bild av den offentliga personen, som dessutom ska gestalta en “vanlig” människa. Det gör att vi kritiserar hur trovärdig och äkta denna relation faktiskt är.

Celebrity endorsements have become an increasingly common phenomenon in marketing. Simultaneously the world has been digitalized and social media is now a matter of course rather than an exception. The most active people on digital platforms have been shown to be young people. The aim of this study was to investigate how young consumers' attitudes and trust are affected by celebrity endorsement as a result of the increased use of social media. The study was performed with a qualitative method based on a focus group interview and several individual semi-structured interviews. The results showed critical attitudes towards the strategy where celebrities through social media are seen as ordinary people. The interest in celebrities turned out to be saturated. At the same time, some form of connection was shown to celebrities in order to create trust. The analysis showed an ambiguity in some aspects, however, celebrity endorsers were found to have a major impact on brand recognition which benefit companies marketing and simplify consumers' purchase decisions.

Orientador: Kelly Cristina Canela / Resumo: O Brasil tem um vasto território, sendo mundialmente conhecido por suas riquezas naturais, de modo que isto favorece o desenvolvimento de diversas atividades agropecuárias. Assim, o Agronegócio representa aproximadamente 21,6% do Produto Interno Bruto (PIB) brasileiro. Desse modo, a Cédula de Produto Rural (CPR) se firmou como uma das principais formas de financiamento desse setor da economia, bem como ganhou relevância como um instrumento de circulação da produção rural. Com isso, o presente trabalho analisará, com fundamento: na doutrina, na legislação e na jurisprudência, questões relevantes ligadas à CPR. Dessa maneira, partiremos da análise do referido título com questões ligadas ao Código Civil brasileiro e à Lei nº. 8.929/94 (Lei da CPR), abordando suas principais características, bem como a sua natureza jurídica. Além disso, serão abordadas as questões relevantes ligadas às garantias cedulares presentes no título de crédito, bem como sobre a possiblidade de utilização das garantias fidejussórias. Ademais, analisaremos as implicações das referidas garantias cedulares e questões polêmicas relacionadas a elas, além das implicações do endosso da referida cédula. Por fim, trataremos das possibilidades e do modo como o Poder Judiciário tem interpretados as garantias cedulares, a validade da cédula e a possiblidade de endosso dela. A despeito disso, a pesquisa analisará as decisões judiciais proferidas pelo Superior Tribunal de Justiça (STJ) com relação à CPR, bem como anali... (Resumo completo, clicar acesso eletrônico abaixo) / Abstract: Brazil is a country with a vast territory, being known worldwide for its natural riches, which favors the development of several agricultural activities. For this reason, Agribusiness represents approximately 25.7% of the Brazilian Gross Domestic Product (GDP). In this way, the Cédula de Produto Rural (CPR) [Rural Product Bond] was established as one of the main ways of financing of this sector of the economy, as well as gaining relevance as an instrument of circulation of rural production. With this, the present work will analyze, based on doctrine, legislation and jurisprudence, relevant issues related to the CPR. Therefore, we will start from the analysis of this title with issues related to the Brazilian Civil Code and Law No. 8.929/94 (CPR Law), addressing its main characteristics as well as its legal nature. Also, relevant issues related to collateral in the security will be addressed, as well as the possibility of using the personal guarantee. Moreover, we will analyze the implications of these schedular guarantees and controversial and important issues related to them, in addition to the implications of the endorsement of mentioned bond. Finally, we will deal with the possibilities and the form in which the Judiciary has interpreted the schedular guarantees, its validity and the possibility of endorsement. Despite this, the research will analyze the judicial decisions pronounced by the Superior Court of Justice about the CPR, as well will analyze some decisions of the... (Complete abstract click electronic access below) / Mestre

Mängden människor som spelar datorspel ökar, och det gör även bekymmerna om den ökande ‘toxiciteten’ inom tävlings inriktade online spel, som League of Legends och Overwatch. Detta är ett beteende som både Blizzard och Riot Games har erkänt och därmed har utvecklat mer avancerade system som har som syfte att stimulera positivt beteende istället för att bara straffa negativa beteenden. Nämligen Honor level systemet och Endorsement-systemet. I denna studie har vi valt att genomföra en teoretisk analys där vi jämför dessa två system för att avgöra hur de hindrar eller underlättar en negativt påverkande spelestetik. För att vi ska kunna beskriva hur en negativt påverkande spelestetik underlättas använder vi ‘underlättande estetik’, som representerar de kontextuella faktorerna som ger upphov till ett negativt påverkande spelarbeteende i tävlingsinriktade och lagbaserat spel. För att vi ska kunna avgöra hur en negativt påverkande spelestetik hindras använder vi ‘motiverande estetik’, som beskrivs som det "roliga" i spel. Vi börjar vår analys med att visualisera heders systemen, vi använder sedan denna visualisering för att bestämma spelmekaniken och deras dynamik för att vi ska kunna förutsäga det estetiska resultatet av dessa spelmekaniker i enlighet med MDA-ramverket och jämföra dem. Vi har upptäckt att, för att en spelmekanik ska underlätta en negativt påverkande spelestetik måste den ge upphov till en underlättande estetik. För att en spelmekanik ska hindra en negativt påverkande spelestetik måste den ge upphov till en motiverande estetik, men också stimulera positivt beteende. / As the amount of people that play video games is growing, so is the concern surrounding the increasing toxicity within competitive online games, such as League of Legends and Overwatch. This is a concern that both Blizzard and Riot Games have acknowledged, and have thus developed more advanced systems that intend to incentivize positive behavior instead of just punishing toxic behavior. Namely the Honor level system and Endorsement system. In this study, we intend to conduct a comparative theoretical analysis of these two systems to determine how they hinder or facilitate a toxic game aesthetic. For us to describe how a toxic game aesthetic is facilitated, we use facilitative aesthetics, which represents the contextual factors that give rise to toxic player behavior in competitive team-based games. For us to determine how a toxic game aesthetic is hindered, we use motivational aesthetics, which is described as the ‘fun’ in gameplay. We start our analysis by visualizing the honor systems to help us determine their mechanics and dynamics allowing us to predict the aesthetic outcomes in accordance with the MDA framework and compare them. We discovered a pattern that in order for a mechanic to facilitate a toxic game aesthetic, it needs to give rise to a facilitative aesthetic. For a mechanic to hinder a toxic game aesthetic it needs to give rise to a motivational aesthetic, but also incentivize positive behavior.

Proactive behaviors are defined as employees’ future-oriented, agentic behaviors that aim to improve workplace conditions. Recent research alludes that employee perceptions of whether they have permission to act proactively may influence their actions. With these ideas in mind, this dissertation introduces the concept of proactivity permission, which is defined as the perception of the extent to which an employee is allowed to perform proactive actions at work. Using a multilevel research design with 501 employees from 112 work groups, I examined the effects of employee and supervisor personality characteristics, relational factors, and contextual factors on proactivity permission. Findings indicate that employee personality characteristics (i.e., psychological entitlement and psychological reactance) positively influence employee proactivity permission beliefs, whereas supervisor personality characteristics (i.e., social dominance orientation and rule-based reasoning) negatively influence proactivity permission judgments of supervisors. The quality of relationships (LMX) between a focal employee and his/her supervisor positively affects both employee proactivity permission and supervisor proactivity permission judgments, while workplace contextual factors (e.g., organizational rule formalization, rule consistency, and normative tightness) are relatively distal to, and play a minor role in, proactivity permission. Additionally, this dissertation finds that employees who believe they have permission to act proactively engage in proactive behaviors to a greater extent, and that supervisors are more supportive toward the proactive behaviors of those employees who they perceive to have greater permission to act proactively. In all, this dissertation offers important contributions to theory and research on employee proactivity and suggests several practical recommendations for managers and organizations who are interested in fostering greater proactivity in the workplace. / Business Administration/Human Resource Management

This comparative case study investigated the teaching practices of secondary English language arts teachers who are reading endorsed versus secondary English language arts teachers who are not reading endorsed. Florida Department of Education mandated that all reading teachers, and strongly encouraged all English language arts teachers be reading endorsed to meet the requirements of No Child Left Behind ("Just Read, Florida!" 2008). We now need research to see if this surge of reading endorsed teachers is using their training in the classroom. The purpose of this study was to explore and to compare the teaching practices of two secondary standard English I in a reading block teachers, one reading endorsed and the other not reading endorsed, and two honors English II language arts teachers, one reading endorsed and the other not reading endorsed. Did the classes in reading instruction and scientifically based reading research (SBRR) strategies carry over into teaching practices in the classroom? If yes, how, or in what capacity, and in what areas of student learning? The participants in this study included secondary standard English I in a reading block teachers and honors English II language arts teachers from a local central Florida high school. Their identities are confidential, but their years of teaching experience, their qualifications, and their classes' level are provided. This comparative case study used an observation protocol, interviews with teachers, classroom observations, a questionnaire for teachers, and observational and reflective field notes made while observing and documenting teachers' practices in secondary English classrooms. This study investigated the value of the Florida reading endorsement, its influence on secondary teachers' knowledge of instruction and practices, the role of comprehensive professional development, and the endorsement's influence on student engagement. The significance of these results may provide evidence for policymakers to further mandate reading endorsements for content area teachers or become more lenient on their demands for English language arts teachers to become reading endorsed. The input and opinions of the veteran teachers may help shape and change the current endorsement while examining theory to practice. The study was qualitative in nature; most of the evidence and research came from observations and interviews. The voice of the veteran English teachers, their beliefs, instructional practices, classroom environments, and students' motivation is a reflection of current practices in today's public schools. There is evidence that professional development in scientifically based reading research has an impact on the instructional practices of teachers. The study included the voice of the teachers; what they would like to experience in professional development; what they found useful; what they need; and what they did not value. The participants explained how they transformed theory into practice. The findings of this study concluded that further research and communication is needed between the researchers who design professional development statewide initiatives for secondary content area teachers, the teachers/practitioners who implement the knowledge and strategies, the administration for support, and policy makers who mandate the professional development efforts. The reading endorsed teachers did create enthusiastic classroom environments where student motivation increased, but the teachers voiced obstacles that inhibited their professional development that should be addressed.

Aim The authors seek to explore the impact of celebrity endorsement through social media on consumer behavior, specifically on impulsive buying. Methodology The quantitative research approach was adopted, and a questionnaire was administered to university students in 3 cities (Gavle, Uppsala, and Stockholm). The primary data was collected from the students’ responses to the questions (127-members survey). For achieving the results mentioned in the results chapter, SPSS 17 was used for the data analysis. In the study, secondary data was collected through scholarly journals, books, and articles. Findings The findings show that the popularity of the celebrity affects the buying behavior of customers (purchase motivation or purchase intention). The results revealed that marketers need to use recognized factors to motivate and influence consumers’ buying intention on social media as suggested by the consumer. The perception of the customers is that Marketers will do well to control the purchasing behavior of customers, and if possible the influence of celebrity endorsement through social media on impulsive buying. Contribution to the study Theoretical contribution This study adds a theoretical contribution to impulsive buying towards consumers’ buying behavior in the emerging field of marketing theory. Celebrities can play a vital role in influencing customers through using social media platforms which can impact their buying decision. In addition to the social media effect, the authors have chosen to continue the Pavlovian model for consumer behavior, adapting it to success, as did the other two separate factors that lead to an impulse purchase which is the convenience of e-commerce and impulse decision. The theory explores the actions of consumers in detail and aims at a much deeper understanding of thought and shifting attitudes based on both external and specific environmental factors. Managerial contribution Celebrities create positive awareness through their influence and arouse the need in the mind of customers. Motivated customers are interested in buying and making instant decisions. The attitude of graduate students could be vital for marketers to promote products through this channel.  The research asks actually that if, in the case of support for the chosen celebrity and not just any celebrity, details should be collected and a commonly known celebrity is strategically positioned then the research would change their preconceived ideas about certain target markets. Limitations and suggestions for future research The authors recommend that the results presented are not generalizable to other universities or countries. The focus of this study is limited to a particular segment with various constraints, in changing situations, to obtain students’ perceptions of different opinions and methods to influence the decision-making behavior of consumers with celebrities' help through social media. The point of view may differ from one demographic segment to another, so the authors will recommend extending/expanding the sample size with various demographic features for similar studies in the future. The impulsive buying behavior of customers is largely influenced but still, there is a gap between the product category and customers’ preference. Furthermore, the new study can be done on how consumer buying behavior may affect based on contextual influence such as involving time pressure, situational impact based on the channel of promotion(online and offline ), as the number of customers, is increasing very rapidly.

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