The impact of brand ambassador transgression on brand perception is investigated in this study. To reach the goal of this research the impact brand ambassador transgression across different generational cohorts was measured. The essence of brand ambassadors in the new branding landscape was determined from literature. The new branding landscape as a whole was described to provide a context for the study and the impact and affect thereof on the different generations. The increasing popularity of using brand ambassadors in marketing campaigns due to their ability to increase brand awareness, create or strengthen brand image as well as to achieve brand differentiation was discussed in depth. The literature also focused on brand ambassador transgressions and the impact thereof on brand perception. Mini-case studies which focussed on Tiger Woods, Lance Armstrong, Oscar Pistorius, Wayne Rooney and Charlie Sheen were provided as basis for the empirical research. An empirical research study has been launched to determine how different generational cohorts (Generation Y, Generation X and Baby Boomers) perceive values (both personal values and organisation brand values), brands and brand ambassadors as well as brand ambassador transgressions based on the provided case studies. The questionnaire was distributed to consumers in different generational cohorts. The results of the research indicated that: - There is no clear differentiation between the different generations’ perception on personal values. However, there was a greater amount of variance between the generations regarding their perceptions on brand values. - There is a definite difference between the different generational cohorts regarding perceptions regarding brand ambassadors. - The majority of the respondents stated that the mentioned brand ambassador transgressions did not negatively influence their perception of the brand, which was endorsed. Furthermore, the brand ambassador’s transgression did not cause the consumers to refrain from purchasing products which was endorsed by the specific brand ambassador. - No clear differentiation between the different kinds of transgressions and the severity thereof was made. - When brands stopped endorsing brand ambassadors when their transgressions came to light it mostly had a positive impact on the consumers’ perception of the brand. - The Generation Y respondents, who are also more social media active than the other generations, were more forgiving and were not as easily influenced negatively by the brand ambassadors’ transgression. - Consumers are more brand-orientated than brand ambassador-orientated. It can be concluded that the use of brand ambassadors in marketing campaigns holds many advantages. It is imperative that brand ambassadors should be decided upon carefully, although a brand ambassador does not define the entire brand. Brand ambassador transgressions’ have a more important impact on the consumers’ perception of the brand ambassador than on the brand itself. Consumers also feel that transgressions should be punished and are positive towards brands which ended brand ambassador agreements after transgressions, indicating that certain standard values are applicable for at least three consecutive generations of South-Africans and should be taken into account when branding decisions are made. / MBA, North-West University, Potchefstroom Campus, 2015

Previous research on respect in intergenerational relations showed a significant association with the sustainability of the relationship that exists between generations. Respect in intergenerational relationships is a relational phenomenon. As such, respect is defined as subjective experiences of interpersonal interactions between members of different generations. For the purpose of this study, intergenerational relationships refer to interactions between people older than 60 years (G1-first generation in a family) and younger people (between the ages of 20 and 30) who constitute the third generation (G3-third generation in a family). The theoretical frameworks that informed this study are a combination of the Interpersonal Theory, Interpersonal Communication Theory that informs the principles of the Self-Interactional Group Theory (SIGT). The Interpersonal Theory and the Interpersonal Communication Theory conceptualise interactions between people on an interpersonal level. The SIGT however gives meaning to interactions specifically between members of different generations. SIGT theory conceptualizes that intergenerational relations and its principles are rooted in the idea of stimulating effective relationships and supporting intergenerational cohesion. According to this theory, interactions between members of different generations always occur within an interpersonal context shaped by continuous interaction between them. This interpersonal context also determines the significance of communication within the interactions between generations. Extensive work on respect in intergenerational relationships has mostly been done in Asian and Western regions, with a specific focus on the typological forms of respect from the perspectives of younger generations. This resulted in the identification of 14 typological forms of respect for older people. Research on respect in Africa conducted in Ghana revealed that respect is a reciprocal construct, while a study in South Africa on respect between Zulu grandmothers and their grandchildren reported a decline in grandchildren‟s respect for their grandmothers. Little to no literature was found on young adults‟ in transition experiences of respect in their relations with older people which constitutes a conceptual gap in the field of contemporary intergenerational research in South Africa and motivates the focus of this study. This study explores respect from the perspective of Afrikaans speaking young adults‟ in their relations with people older than 60 years. Before conducting the research, ethical approval was obtained from the Health Research Ethics Council (HREC) of the North-West University, and the researcher adhered to the ethical guidelines prescribed by the Health Professions Council of South Africa (HPCSA). This research was conducted in a higher educational context, at the North-West University‟s Potchefstroom campus in South Africa. A qualitative approach was used to explore 23 (22 female and 1 male) Afrikaans-speaking young adults‟ experiences of respect in their relations with older people. This group was purposively chosen as being in transitional life phase-from dependence to independence and autonomy. Data were collected over the course of three days by means of the Mmogo-method®, a visual projective data-collection technique. The Mmogo-method® enables the researcher to collect culture sensitive data embedded in the lived experiences of the participants. Participants are provided with materials consisting of a lump of clay, grass straws, colourful beads and piece of fabric in a closed container. Participants were asked to use the material in the container to construct something that could demonstrate how they experienced respect in their relations with a person older than 60 years. The projections participants built served as the focus for subsequent discussion, in the course which they explained what they had made and its relevance to the research question. In addition, prompt questions were asked to stimulate a focus group discussion. Textual data were analysed by means of thematic analysis, and by incorporating the symbolic meaning of the visual representation with the text of each participant. To ensure the quality and enhance the trustworthiness of this study, credibility, transferability, conformability, dependability and integrity of the researcher were applied throughout the research process. Findings revealed that the young adults described their experiences of respect within a specific relational context which they share with older people. Furthermore, their respect for older people is supported by normative values that motivate the young adults to offer them respect. The young adults experience respect in the relational context as reciprocal: they give respect to older people by means of altruistic actions and by being present in the lives of older people. In turn, they receive emotional and material care from older people as a form of respect. The findings of this study inform research into the relational nature of intergenerational respect which may be drawn upon for the development of intergenerational programmes to promote sustainable cohesion in intergenerational relationships. / MSc (Research Psychology), North-West University, Potchefstroom Campus, 2015

The impact of brand ambassador transgression on brand perception is investigated in this study. To reach the goal of this research the impact brand ambassador transgression across different generational cohorts was measured. The essence of brand ambassadors in the new branding landscape was determined from literature. The new branding landscape as a whole was described to provide a context for the study and the impact and affect thereof on the different generations. The increasing popularity of using brand ambassadors in marketing campaigns due to their ability to increase brand awareness, create or strengthen brand image as well as to achieve brand differentiation was discussed in depth. The literature also focused on brand ambassador transgressions and the impact thereof on brand perception. Mini-case studies which focussed on Tiger Woods, Lance Armstrong, Oscar Pistorius, Wayne Rooney and Charlie Sheen were provided as basis for the empirical research. An empirical research study has been launched to determine how different generational cohorts (Generation Y, Generation X and Baby Boomers) perceive values (both personal values and organisation brand values), brands and brand ambassadors as well as brand ambassador transgressions based on the provided case studies. The questionnaire was distributed to consumers in different generational cohorts. The results of the research indicated that: - There is no clear differentiation between the different generations’ perception on personal values. However, there was a greater amount of variance between the generations regarding their perceptions on brand values. - There is a definite difference between the different generational cohorts regarding perceptions regarding brand ambassadors. - The majority of the respondents stated that the mentioned brand ambassador transgressions did not negatively influence their perception of the brand, which was endorsed. Furthermore, the brand ambassador’s transgression did not cause the consumers to refrain from purchasing products which was endorsed by the specific brand ambassador. - No clear differentiation between the different kinds of transgressions and the severity thereof was made. - When brands stopped endorsing brand ambassadors when their transgressions came to light it mostly had a positive impact on the consumers’ perception of the brand. - The Generation Y respondents, who are also more social media active than the other generations, were more forgiving and were not as easily influenced negatively by the brand ambassadors’ transgression. - Consumers are more brand-orientated than brand ambassador-orientated. It can be concluded that the use of brand ambassadors in marketing campaigns holds many advantages. It is imperative that brand ambassadors should be decided upon carefully, although a brand ambassador does not define the entire brand. Brand ambassador transgressions’ have a more important impact on the consumers’ perception of the brand ambassador than on the brand itself. Consumers also feel that transgressions should be punished and are positive towards brands which ended brand ambassador agreements after transgressions, indicating that certain standard values are applicable for at least three consecutive generations of South-Africans and should be taken into account when branding decisions are made. / MBA, North-West University, Potchefstroom Campus, 2015

Previous research on respect in intergenerational relations showed a significant association with the sustainability of the relationship that exists between generations. Respect in intergenerational relationships is a relational phenomenon. As such, respect is defined as subjective experiences of interpersonal interactions between members of different generations. For the purpose of this study, intergenerational relationships refer to interactions between people older than 60 years (G1-first generation in a family) and younger people (between the ages of 20 and 30) who constitute the third generation (G3-third generation in a family). The theoretical frameworks that informed this study are a combination of the Interpersonal Theory, Interpersonal Communication Theory that informs the principles of the Self-Interactional Group Theory (SIGT). The Interpersonal Theory and the Interpersonal Communication Theory conceptualise interactions between people on an interpersonal level. The SIGT however gives meaning to interactions specifically between members of different generations. SIGT theory conceptualizes that intergenerational relations and its principles are rooted in the idea of stimulating effective relationships and supporting intergenerational cohesion. According to this theory, interactions between members of different generations always occur within an interpersonal context shaped by continuous interaction between them. This interpersonal context also determines the significance of communication within the interactions between generations. Extensive work on respect in intergenerational relationships has mostly been done in Asian and Western regions, with a specific focus on the typological forms of respect from the perspectives of younger generations. This resulted in the identification of 14 typological forms of respect for older people. Research on respect in Africa conducted in Ghana revealed that respect is a reciprocal construct, while a study in South Africa on respect between Zulu grandmothers and their grandchildren reported a decline in grandchildren‟s respect for their grandmothers. Little to no literature was found on young adults‟ in transition experiences of respect in their relations with older people which constitutes a conceptual gap in the field of contemporary intergenerational research in South Africa and motivates the focus of this study. This study explores respect from the perspective of Afrikaans speaking young adults‟ in their relations with people older than 60 years. Before conducting the research, ethical approval was obtained from the Health Research Ethics Council (HREC) of the North-West University, and the researcher adhered to the ethical guidelines prescribed by the Health Professions Council of South Africa (HPCSA). This research was conducted in a higher educational context, at the North-West University‟s Potchefstroom campus in South Africa. A qualitative approach was used to explore 23 (22 female and 1 male) Afrikaans-speaking young adults‟ experiences of respect in their relations with older people. This group was purposively chosen as being in transitional life phase-from dependence to independence and autonomy. Data were collected over the course of three days by means of the Mmogo-method®, a visual projective data-collection technique. The Mmogo-method® enables the researcher to collect culture sensitive data embedded in the lived experiences of the participants. Participants are provided with materials consisting of a lump of clay, grass straws, colourful beads and piece of fabric in a closed container. Participants were asked to use the material in the container to construct something that could demonstrate how they experienced respect in their relations with a person older than 60 years. The projections participants built served as the focus for subsequent discussion, in the course which they explained what they had made and its relevance to the research question. In addition, prompt questions were asked to stimulate a focus group discussion. Textual data were analysed by means of thematic analysis, and by incorporating the symbolic meaning of the visual representation with the text of each participant. To ensure the quality and enhance the trustworthiness of this study, credibility, transferability, conformability, dependability and integrity of the researcher were applied throughout the research process. Findings revealed that the young adults described their experiences of respect within a specific relational context which they share with older people. Furthermore, their respect for older people is supported by normative values that motivate the young adults to offer them respect. The young adults experience respect in the relational context as reciprocal: they give respect to older people by means of altruistic actions and by being present in the lives of older people. In turn, they receive emotional and material care from older people as a form of respect. The findings of this study inform research into the relational nature of intergenerational respect which may be drawn upon for the development of intergenerational programmes to promote sustainable cohesion in intergenerational relationships. / MSc (Research Psychology), North-West University, Potchefstroom Campus, 2015

This essay studies the earnings, human and ethnic capital of immigrants in Sweden and how its transmitted across generations. it focuses on the first-, second-, and third-generation immigrants, were the results indicates that there are differences regarding earnings relative to natives between the generations and how the ethnic-, and human-capital is transmitted across generations. First-generation immigrants had an earning advantage relative to natives, meanwhile the second-, and third-generation faced a disadvantage. One conclusion is that the ethnic capital from the first-generation has a negative impact on the earnings of second-, and third-generation immigrants in Sweden. When measuring the ethnic capital from the second-generation immigrants, the results shows a positive influence on the earnings of the third-generation.

This thesis provides three general equilibrium overlapping generations models to analyze the macroeconomic effects of endogenous life expectancy. I find that endogenous life ex- pectancy has substantial effects on the effective discount rate, the demographic structure of the economy and productivity through the health channel, which subsquently affect human and physical capital accumulation, welfare and fiscal policy. In Chapter 1, I study the presence and magnitude of macroeconomic externalities associated with obesity. I argue that focusing solely on the economic costs on health care spending ig- nores the effects of obesity on net social security benefits caused by higher mortality among obese individuals. To estimate the size of this externality, I develop an overlapping gen- erations model with rational choice with respect to food consumption and weight as in Lakdawalla and Philipson (2009), endogeneizing life expectancy, labour productivity and health care costs. The life-time net contributions of the top 30% of the BMI distribution are negative but quantitatively small, despite the fact that the model generates substantial wealth and income inequality, consistent with the observed socioeconomic gradient of obe- sity (Baum and Ruhm, 2009), which results in lower lifetime contributions. Furthermore, I perform two policy experiments (i) eliminating childhood obesity and (ii) eliminating the VAT exemption of food consumption, both resulting in significant welfare gains, with the former eliminating the obesity externality. In Chapter 2, I study the effects of health on optimal taxation, where health affects the level of utility, the probability of survival and productivity. The results suggest that health affects optimal taxation in the Ramsey problem via three channels. First, since health is a stock that naturally deteriorates over time, the optimal level of taxation of medical spending is not constant over the life-cycle. Second, the productivity-enhancing aspect of health affects labour supply decisions over the life-cycle, where it is optimal for the government to use age-dependent labour income taxes to minimize distortions in the labour market. If the government cannot condition health care spending and labour income taxes on age, then a non-zero capital income tax can be implemented to achieve the optimal allocation. Finally, productivity growth in the medical sector which directly or indirectly affects longevity has a heterogeneous effect on each cohort, which in the absence of age-dependent taxation creates an evolutionary path of the optimal capital income taxation. In Chapter 3, I examine the macroeconomic effects of an increase in the retirement age as a response to an ageing population and deteriorating dependency ratios. An increase in retirement age induces agents to increase medical spending. Households invest in their level of health in order to be fit to work for longer, since older agents that are affected by the retirement age reform have a lower level of health and increased working hours lost due to illness. Furthermore, the higher level of health raises life expectancy, partially offsetting the effects of the retirement age reform with respect to dependency ratios.

This thesis centers its scope on the macroeconomic implications of two contemporary issues affecting welfare: the arrival of smart technologies and global control policies as sanctions. The key element that integrates these topics into the thesis is the intergenerational perspective. The thesis employs overlapping generations (OLG) models to study how smart technologies could modify long-term economic conditions and how fiscal policies are to be thought as a global matter rather than isolated decisions. The first chapter addresses the circumstances under which smart technologies may drive people out of well-compensated work. The Chapter uses a two-period OLG model comprising two type of workers, high and low-tech, and two goods –a capital intensive one and a labor intensive one. Automation, characterized as legacy code, combines with capital to give birth to a smart machine: a robot. In turn, as automation capacity grows these robots leave future workers– both high and low-tech– worse off. The lower code relative to capital increases the high-tech worker’s compensation, savings, and capital formation. However, as code accumulates, demand for high-tech labor falls, limiting younger generations’ savings and investments. Similarly, the second chapter seeks to answer whether robots raise or lower economic well-being. The setup is once again a two-period OLG. However, in this economy two goods are produced and consumed, but only one is fully automatable. Robots may be harmful except when robotic productivity is high enough that induces a virtuous circle of rising wages, savings, and output, producing the open-ended constant growth of an AK model. Additionally, a government transfer can turn an increase in robotic productivity into a long-term welfare improvement for future generations. Finally, the third chapter develops a large-scale multi-country OLG model to address the fiscal implications of global sanctions to a country –namely Russia. The model is uniquely suited to understanding the long-term effect of different trade and fiscal regimes. The sanctioned country responds either by seizing foreign assets, or imposing capital controls, policies that might hurt the sanctioning countries. In all scenarios, except for the most benign, all generations alive at the time are made worse off in the sanctioned country.

<p>Intentionen med denna studie som fått namnet en resa tar sin början - a journey begins är att låta olika kvinnor spegla sin resa genom livet ur ett klassperspektiv. Denna resa börjar med en förförståelse som symboliserar vår egen vandring och vad som influerat oss att skriva om kvinnors relation till klass. Därefter följer ett bakgrundskapitel som redogör för vad klassbegreppet innebär i just denna studie och vilken form det tidigare intagit längs människans och samhällets långa historia. Nästkommande kapitel återger hur tidigare forskning i ämnet har sett ut. Bourdieus teori om kapitalets inflytande över olika sociala fält och Yvonne Hirdmans teori om genussystemet presenteras i teorikapitlet. Eftersom historien och biografin är en viktig berättare av den mänskliga verkligheten så har detta fått framställa vår forskningsmetod. För att nå den sociala verkligheten har våra informanter eller författare själva fått skildra och kartlagt sin egen verklighet genom brev utan vår närvaro. Resumén som följer beskriver en sammanfattning av det material analysen bearbetat och belyser att klass verkligen existerar i dagens samhälle. Analysen rymmer en rad olika teman som ställer det empiriska materialet mot teorierna vi använt, vår metod och viss litteratur från förförståelsen. Den avslutande delen, slutdestinationen speglar de tankar som kommit upp längs resans väg, den tystnad klass för med sig idag trots att kvinnan fortfarande som denna studie visar präglas, påverkas och genomsyras av sin position i samhället och sin resa dit.</p>

This paper is the compared analysis of on the young and old generations. It is focused on the achievement motivations and job characteristics of which influenced on job involvement. As the times changed, people were born on different backgrounds that cause a discrepancy in values and specialities of each generation. This paper is hypothesized the worker¡¦s hard-working level is different when with different achievement motivation and different job characteristics. The sample consisted of the workers in business or government organizations. All data collected and tested by the statistical methods with factor analysis, independent-sample t test, analysis of variance, regression analysis, and hierarchical regression. Conclusions and suggestion are based with the analysis results. Firstly, some significant differences had been found among different personal variables analysis. Secondly, the independent variable and dependent variable were found a significant difference that they to be interrelated. Finally, the interference effects of achievement motivation and job characteristics on job promise among the young and the old generations. Parts of all hypotheses were found, but there are only partially effects upon interference analysis. This paper aimed at workers of the young and the old generations compared analysis for an integrated conclusion of which offers the best practice reference.

Intentionen med denna studie som fått namnet en resa tar sin början - a journey begins är att låta olika kvinnor spegla sin resa genom livet ur ett klassperspektiv. Denna resa börjar med en förförståelse som symboliserar vår egen vandring och vad som influerat oss att skriva om kvinnors relation till klass. Därefter följer ett bakgrundskapitel som redogör för vad klassbegreppet innebär i just denna studie och vilken form det tidigare intagit längs människans och samhällets långa historia. Nästkommande kapitel återger hur tidigare forskning i ämnet har sett ut. Bourdieus teori om kapitalets inflytande över olika sociala fält och Yvonne Hirdmans teori om genussystemet presenteras i teorikapitlet. Eftersom historien och biografin är en viktig berättare av den mänskliga verkligheten så har detta fått framställa vår forskningsmetod. För att nå den sociala verkligheten har våra informanter eller författare själva fått skildra och kartlagt sin egen verklighet genom brev utan vår närvaro. Resumén som följer beskriver en sammanfattning av det material analysen bearbetat och belyser att klass verkligen existerar i dagens samhälle. Analysen rymmer en rad olika teman som ställer det empiriska materialet mot teorierna vi använt, vår metod och viss litteratur från förförståelsen. Den avslutande delen, slutdestinationen speglar de tankar som kommit upp längs resans väg, den tystnad klass för med sig idag trots att kvinnan fortfarande som denna studie visar präglas, påverkas och genomsyras av sin position i samhället och sin resa dit.