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Inledning: Felrekrytering med stora omkostnader är vanligt förekommande, vilket gör rekrytering av rätt medarbetare viktigt. Utifrån matchande av identiteten mellan arbetssökande och arbetsplats så kan retentionen i organisationer med hög personalomsättning öka, och identitetsfaktorn kan vara en viktig aspekt att ha med i utvärderingar. Problemformulering: Hur ser rekryterare på identitetsmatchning? Syfte: Studien undersöker vilken betydelse identitetsmatchning har i rekryteringssammanhang. Metod: Metoden vald för att besvara problemformuleringen var kvalitativ, med användandet av ett abduktivt angreppssätt och utförandet av fem semi-strukturerade djupintervjuer. Slutsats: Identitetsmatchning har väsentligt betydelse under rekryteringssammanhang, dock inte lika framstående mellan arbetssökande och den övergripande organisationen som mellan arbetssökande och arbetsgrupp.

This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perception, specifically in Generation Z and Millennials through the lens of social identity theory. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin'. The findings also demonstrated that social identification decreased slightly through the visual rebranding, but did not create any reported impact on purchasing habits. It was also reported that the level of social identification was based off of perception of brand value and quality. Finally, participants demonstrated that there was an impact on social comparison through participants questioning Dunkin's values as an organization. Given that the sample was all Millennial and Generation Z consumers, this study also determined that company values are important to these cohorts. It also suggested that perceived modernization of a brand can positively impact brand equity, and that communication of rebranding changes to the public are an important step of a successful rebrand. Practical implications of this research are also discussed. / Master of Arts / This study examines the impact that the rebranding of Dunkin' Donuts to Dunkin' has on brand perceptions, specifically among Generation Z and Millennials through the lens of social identity theory. Social identity theory guides the understanding of how Generation Z and Millennials perceive Dunkin' through its rebranding. Factors studied include visual brand identification, brand loyalty, purchasing habits, and perception of brand equity. Forty-four (N=44) students participated in four focus groups looking at these variables. The findings showed that social identification with Dunkin' is formed through personal brand experience, although participants were resistant to self-categorization with Dunkin' Given that the sample was all Millennial and Generation Z consumers, this study also determined that company values are important to these cohorts. It also suggested that perceived modernization of a brand can positively impact brand equity, and communication of rebranding changes to the public are an important step of a successful rebrand. Practical implications of this research are also discussed.

Although advertising featuring gay male and lesbian models can be an effective means of targeting the significant gay and lesbian market, few empirical studies examine how consumers respond to gay-themed advertisements. To address the absence of message-processing research dealing with heterosexual responses to gay-themed advertising, this thesis examines how sexual orientation of model couples featured in magazine advertisements affects heterosexual viewers' responses using the elaboration-likelihood model as a guiding framework. A 3x2x2x3 experiment tested the effects of model couples' sexual orientation (heterosexual, gay male, or lesbian), argument strength (strong or weak), involvement (high or low), and participants' attitudes towards homosexuality (high, medium, or low) on White heterosexual participants' attitudes toward the couple, attitudes toward the advertisement, attitudes toward the brand, attitudes toward the product, purchase intentions, and recall. Results indicate that heterosexual consumers were accepting of ads with lesbian portrayals.  Participants showed more negative attitudes toward gay male portrayals, but attitudes towards heterosexual and lesbian ads were similar. This effect was moderated by participants attitudes toward homosexuals. Regarding message processing, low involvement consumers showed more negative attitudes toward homosexual portrayals than toward heterosexual portrayals, providing some indication that models' sexual orientation in ads may have served as a peripheral cue negatively impacting attitudes toward the couple and ad in situations where elaboration is low. However, such effects on attitudes toward couples and ads did not appear to carry over to attitudes toward the brand and product, purchase intentions, or recall. Implications, limitations, and areas for future research are also discussed. / Master of Arts

This study aims to understand the relationship between masculinity and the endorsement of attitudes towards guns and violence and aggressive fantasies. I examine threatened masculinity and masculine gender role stress in addition to a newly developed measure, which assesses traits associated with incels, who believe that social liberalism, feminism, and more sexually active men (“Chads”) are to blame for their lack of sex with women. Incels are largely a disorganized group of men interacting online, but a few self-identifying members have been associated with a number of mass violence events in recent years. The data were constructed from an original self-report survey distributed to men aged 18 to 30 years old, the group most responsible for violence against women and mass violence. I hypothesize that men who perceive that men are losing status as a group (status threat) (1), who feel less acceptance as members of that category (acceptance threat) (2), or who exhibit incel traits (3) are more likely to (a) approve of guns, violence, and aggression, and (b) exhibit aggressive fantasies. This study’s findings support three hypotheses: status threat is positively associated with an approval of guns and violence; acceptance threat is positively associated with approval of guns, violence, and aggressive fantasies; and incel traits are positively associated with aggressive fantasies. Men who experience status or acceptance threat or share incel traits exemplify issues of toxicity present in masculinity today. Their support for gun use, violence and aggressive fantasies further show the connection between male insecurity, aggressive attitudes, and fantasizing about violence. / M.S. / This study aims to understand the relationship between masculinity and the endorsement of attitudes towards guns and violence and aggressive fantasies. I examine masculinity and feelings of threat in addition to a newly developed measure, which assesses traits associated with incels (“involuntary celibates”), who believe that social liberalism, feminism, and more sexually active men are to blame for their lack of sex with women. Incels are largely a disorganized group of men interacting online, but a few self-identifying members have been associated with a number of mass violence events in recent years. The data were constructed from a survey distributed to men aged 18 to 30 years old, the group most responsible for violence against women and mass violence. I hypothesize that men who perceive that men are losing status as a group (1), who feel less acceptance as members of that category (2), or who exhibit incel traits (3) are more likely to (a) approve of guns, violence, and aggression, and (b) exhibit aggressive fantasies. This study’s findings support three hypotheses: feelings of group status loss are positively associated with an approval of guns and violence; stress in one’s masculine gender role is positively associated with approval of guns, violence, and aggressive fantasies; and incel traits are positively associated with aggressive fantasies. Their support for gun use, violence and aggressive fantasies further show the connection between male insecurity, aggressive attitudes, and fantasizing about violence.

Yes / Brand champions are responsible for encouraging employee commitment to the corporate brand strategy. They strongly believe in and identify with the brand concept—the company’s selected brand meaning, which underpins corporate brand strategy implementation. We conducted research to explore why and how brand champion behaviour operates within companies implementing a new corporate brand strategy. Against a backdrop of growing interest in brand champion behaviour in corporate branding research, we grounded our study in social identity theory and rhetorical theory from change management literature. Our findings show that articulating a compelling brand vision, taking responsibility, and getting the right people involved are the most widely used strategies by brand champions. We uncover how rhetorical strategies within brand champion behaviour generate employee commitment to a new corporate brand strategy. The dimension of brand champion behaviour that is effective depends on the type of brand evolution, involving shifts in the brand concept. We make suggestions for further studies underpinned by social identity theory and rhetorical theory to investigate brand champion behaviour processes within companies introducing a new corporate brand strategy.

This thesis addresses the relationship between civil society and the Nordic Council of Ministers (NCM) within the frame of the Nordic Vision 2030 to become “the most integrated and sustainable region of the world”. It reviews civil society's role in Vision 2030's social sustainability objectives by focusing on integration and social challenge response. As the analysis discovers a dynamic of interdependence between Civil society and the Nordic Council of Ministers, it observes how the NCM attempts to encourage Civil Society action by promoting shared values of a collective “Nordic Identity” and inviting them into policy conversation. The results are drawn qualitatively from policy papers and audio-visual panel discussions of the NCM and Civil Society by following a mixed method of thematic and content analysis. This study concludes that civil society is value-driven and eager to engage in social challenges and participate in policy changes. However, decisions on integration policies are a matter of nations, not the NCM, despite the Nordic Cooperation, which limits their agency to include civil society in policy work. This study contributes to the awareness of civil society being a source of empirical best practices, which has the potential to influence integration policies sustainably.

This study delved into the influence of the Massively Multiplayer Online Role-Playing Game (MMORPG), World of Warcraft, on players' real-life social interactions and skill development. Employing a mixed-methods approach that combined surveys and structured interviews, our findings suggested that World of Warcraft is a vibrant hub for socialisation and group activities, particularly among young adults. Our findings also revealed the formation of lasting friendships within the game, with a significant number of players extending these connections beyond the virtual realm to other online platforms and even real-life meetings. Guild membership emerged as a pivotal factor, which may have fostered a strong sense of community and belonging among players, as elucidated by the Social Identity Theory (Tajfel & Turner, 1979). Additionally, our analysis revealed notable improvements in communication and teamwork skills among players, echoing the transformative potential of gameplay discussed in the Theory of Transformative Game Design (Bowman & Baird, 2022). Apart from game designers and researchers, this study is also relevant to everyone seeking to develop their social skills and confidence. These findings emphasised the potential impact of World of Warcraft in fostering social integration, skill development, and the cultivation of meaningful relationships that transcend the boundaries of the game environment. As MMORPGs continue to evolve as influential cultural phenomena, our study contributes valuable insights into the nuanced dynamics of online gaming communities and their broader implications for social interaction and personal growth.