Background: Globalization and the aggravation of world economic integration make lots of overseas enterprises enter the Chinese market and win the market share by integrating Chinese elements into their brand names, logos, advertisements, and products. Therefore, what should local brands do to gain market share? Purpose: The main purpose of this study is to investigate the different effects of local Chinese brands with global, foreign, or local elements on consumers' perceived brand globalness, perceived functional benefits, perceived symbolic benefits, and purchase intentions. Methods: In this study, a quantitative method was used to collect data online through a pre-test questionnaire and a formal experimental questionnaire. And then statistically analyzed for valid data using SPSS. Findings: The results of the study show that consumers have higher perceived brand globalness for local brands that incorporate global and foreign elements, and higher purchase intentions for local brands that incorporate global elements. Perceived symbolic benefits have a higher impact on purchase intentions than the Perceived functional benefits. Perceived functional benefits and symbolic benefits mediate the effect of perceived brand globalness on purchase intention.

Background: Employer branding is a concept that describes a company's reputation as a work place. Working with the employer brand can help companies to attract talented employees and also retain them in the company. It is therefore important that companies understand what makes an employer attractive in order to appeal and retain employees. This is important especially for businesses that are located in small cities since it can be challenging for them to attract talent there. Urbanization has led to smaller areas being less populated and that graduated students are least prone to move to these areas. Thus, it is important to make smaller cities and areas more attractive to make the graduates move there. Purpose: The purpose of this thesis is therefore to explore what factors graduated students consider attractive in an employer in a small city. Methodology: This thesis used a qualitative and deductive approach. In order to solve the purpose and answer the research question, eight semi-structured interviews were conducted through Zoom with a non-probability sampling that were chosen by the researchers. However, before conducting the interviews, the researchers did some theoretical research and discovered six factors that represented employer attractiveness (See Figure 1). These factors became the basis of the study and a foundation when constructing the questions for the interviews. Findings: The findings of this thesis showed that the factors that were most important; flexibility, salary, leadership, career possibilities, working culture and recruitment.