The purpose of this thesis is to empirically identify how pure-play fashion retailers can simulate attachment to their websites (through trust, loyalty and purchase intentions) by using different marketing communications media (static product presentation, moving product presentation, guidance and community) to overcome the intangible nature of the online sales environment.The word “simulating” in the title has been chosen due to the nature of the relationship which can exist between a consumer and a pure-play retailer. The word “simulate” means ‘imitate the appearance or character of’ and ‘pretend to have or feel (an emotion)’ (Google a, 2012). A computer facilitates the relationship between a consumer and the pure-play retailer and cannot feel; therefore the relationship cannot exist in a real way and only exists in the eyes of the consumer. Just as a simulator is used for pleasure rides, such as flights or rocket ships, the flight does not exist, but is simulated by a computer and a director who ensures the film starts simultaneously with motion. The same is true for the relationship between a pure-play retailer and a consumer, it is not real, and therefore it is appropriately “simulated”. Descriptive statistics set the scene for a following body of multivariate statistical analysis (EFA, CFA and SEM) using AMOS 16.0. 15 hypothesized relationships are tested after being generated from an extensive literature review. A sample of 688 female young fashion consumers from The University of Manchester participated in this study. There is clear variability in the build up of attachment when a consumer shops for products communicated via different marketing media. Different facets of attachment can be simulated by using static product presentation, moving product presentation and guidance. Community tools can be used to fuel product viewing in rich media and moving formats whilst acting as a discursive platform. Static product presentation has direct relationships with trust and purchase intention, whereas moving product presentations are related to building loyalty. Generalisation of results is limited due to the use of an exclusively female, student sample and the centrality on the UK fashion industry. Further development of the constructs used in this study is needed to further test the conceptual model. This study is one of the first to empirically study pure-play fashion retailing, providing insightful and pragmatic advice by identifying which communication mediums foster enduring relationships with young fashion consumers.

Syfte: Att undersöka svenska renodlade Internetbanker - “PPI-banker”, och utefter deras strategi studera deras lönsamhet samt om de utgör risker för den finansiella stabiliteten. Teori:  Tidigare forskning kring PPI-banker har påvisat varierande resultat och fokus har skiftat från PPI-bankernas prestation till deras påverkan på den finansiella stabiliteten. Det teoretiska perspektivet vidgas med traditionella teorier kring bankers strategier och risker. Riskerna som behandlas är främst likviditetsrisk samt risker för stabiliteten i det finansiella systemet. Metod:  Studien har genom blandad strategi, med kvantitativ metod för datainsamling och en kvalitativ analys studerat svenska PPI-banker. PPI-bankerna har jämförts mellan varandra men även som grupp mot de fyra svenska storbankerna för att studera strategi och prestation på marknaden. Med hjälp av teori gällande strategier, traditionell bankteori och tidigare forskning inom PPI-banker har en jämförande studie med en tvärsnittsdesign genomförts. Empiri:  Resultatet visade att de svenska PPI-bankerna var lönsammare än de svenska storbankerna mellan år 2007 och 2014 men att PPI-bankerna uppvisade stora skillnader sinsemellan sett till deras strategier. Slutsats: PPI-bankerna tar kapital från storbankerna, men det beror inte på att de erbjuder en mer förmånlig ränta än storbankerna. De investerar inte i riskfyllda investeringar då vissa av PPI-bankerna i stället bedriver företagsfinansiering genom bland annat leasing och factoring. Det konstaterades även att PPI-strategin inte ansågs lämplig för de svenska Internetbankerna. / In recent years Pure Play Internet-banking as a strategy has become increasingly competitive towards traditional benchmark banks. At the same time a Swedish bank released a report where they were concerned about the traditional benchmark banks in Sweden losing capital on the deposits market. The problem is that PPI-banks with their strategy - lower costs and favorable interest rates - can grow rapidly on the deposits market. This results in liquidity surpluses which have to be invested to cover the increased capital cost from increased deposits. At first, this essay aims to study if PPI-strategy leads to better performance than traditional banks with physical branches, seen to ROE and ROA. This essay will also study if the Pure Play Internet-banks (PPI-banks) in Sweden are increasing their market shares on the deposits market and if their favorable interest rates are the cause. At last, this essay will discuss what risks the PPI-banks can pose to the Sweden’s financial stability. The results shows that PPI-banks in Sweden did increase their market shares on the deposit market between 2007 and 2013, but it was not because of their favorable interest rates as proposed by researchers within the field (DeYoung 2005; Arnold & Van Ewijk 2011). Further they performed better than benchmark banks, seen to ROE and ROA, but there were some differences in the strategies between the banks. This study concludes that PPI-banks in Sweden did not perform better because of the PPI-strategy but because of their different strategies and investing activities.

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