Filetype
Purpose: The purpose of this master paper is to explore if different Business-to-Business brands sit on signature stories using David Aaker ́s four criteria defining a signature story. Methodology: The study’s qualitative methodology consists of finding different Business-to- Business brands and analyzing these if they are sitting on a signature story. To explore if Business-to-Business brands ha
Purpose: The purpose of this paper is to investigate how firms can use brand experience to generate brand loyalty. Methodology: case studies and literature review Findings: The findings in this paper support the findings in previous research that brand loyalty is driven by brand experience, and that brand personality can function as a mediator between them. The main themes that are considered impo
Brands are entering a time where brand activism and political activism in which they state their beliefs affect consumer purchasing decisions instead of having, as opposed to traditional brand product marketing. Brands are more pressured to take a stand on any social issue and voice they’re donating to matter. The purpose of this paper is to examine the social context initiating such activism and
Abstrakt Bakgrund: Covid-19 blev en katalysator för E-hälsa, en teknologi som redan fanns på plats och som kunde bemöta den ökade efterfrågan som pandemin innebar. Patienter som tidigare varit tveksamma till E-hälsa har på grund av Covid-19 varit mer benägna att använda sig av digitala verktyg. Ett flertal studier visar på en kraftig övergång till E-hälsa. Forskningsläget gällande distriktssköters
Purpose: This study explores and defines the transition from product branding to corporate branding by answering the following research questions: • Why are corporations transitioning from product branding to corporate branding? • How are corporations transitioning from product branding to corporate branding? • What does it mean for corporations to transition from product branding to corporate br
Scent marketing has long been here; discussed in various literature and used by many brands all over the world. Yet, there is not sufficient research done on how scents affect customer perceptions of brands in the hotel industry. This paper intends to examine how scents influence the way customers perceive hotel brands, along with analysing the importance of using scents in order to develop a stro
Purpose: The purpose of this research paper is to study the promotion of non-profitable products by exploring the greater good initiatives of country branding in terms of brand identity and brand image. Design/methodology/approach: The research paper takes a qualitative approach and combines primary and secondary data. The primary data was collected through an interview. The secondary data is bas
Solar energy is an important component of sustainable urban development. However, it is still not reaching its full potential due to several reasons. One of them is a lack of free tools based on open geodata capable of estimating solar energy (daylight) metrics on building features, e.g.,windows, in the early stages of the urban planning process. To fill this gap, a design and implementation of th
Telephone triaging is a well-known service that has been developed over many years and today considered as a major part of nurses work in primary care. During the COVID-19 pandemic the usage of telephone lead communication increased and was described as way to reduce the risk of viral transmission while at the same time providing quality healthcare. The purpose of this study was to elucidate the
Purpose: The purpose is to examine how IKEA works with customer brand co-creation and how it can be further leveraged in the digital era. Methodology: This paper adopts a qualitative case study method, where the primary data consists of an interview with a Social Media Specialist with pre-existing knowledge of brand co-creation at IKEA in Sweden. Furthermore, research about IKEA and the ways they
Purpose: The purpose of this paper is to further investigate and understand the influence of greenwashing on green brand associations, green brand image, brand credibility, and finally green brand equity. Therefore, the paper builds up on Akturan’s (2018) findings and partially replicates them by using the two fashion brands H&M and Patagonia. Methodology: To fulfill the papers’ purpose, one
Abstract Purpose: The purpose of this paper is to explore “weird elements” as part of brand communication in relation to brand intimacy. To define the purpose more precisely, this paper will focus on four specific research questions with reference to the selected case examples: 1. Which message is conveyed? 2. What was the initial intention behind this kind of advertisement? 3. Which creative elem
When slurs are used in indirect reports (e.g., ‘Lisa said that Tom is a [slur]’), there is a disagreement between theories of language about which speaker is responsible for the derogatory content and offensive potential of the slur — the original speaker or the reporting speaker. This debate is specific to slurs and does not typically extend to non-slur pejoratives. To examine this issue, this th
With the rescaling of environmental issues through international city networks, cities are increasingly viewed as key sites where innovative solutions are formed. The issues concerning food, which predominantly has been viewed as rural and national issues, have also found its way onto the urban agenda. To provide further understanding of the rescaling process and the role which the city plays in t
Purpose: In this study, the purpose is to explore how disruptive communication can be used as a means to overcome stigma. Methodology: This paper has analyzed four case studies in order to get a deeper understanding of the phenomenon stigma. A literature review is conducted where the concepts ‘stigma’, ‘disruptive communication’ and ‘brand identity’ is applied. The theoretical foundations were bas
A receiver that covers several RF bands requires multiple front-end filters which increases the cost in terms of components and/or board/silicon area. Front-end filters assist a receiver to withstand interference at multiples of its down-conversion frequency. Analog discrete-time filters have gained a lot of traction lately, mainly due to their promising architecture, achieving baseband filtering,
Could geographic distance effect how we perceive commercials? Research within the confines of attitude change has found a connection between close and distant temporal distances and concrete and abstract thinking. The present study sought to expand this research to spatial distance and regulatory focus.131 students were recruited to an experiment with the purpose to investigate how spatial di
Artificial intelligence (AI) and machine learning (ML) is expected to have a significant effect in the use of algorithmic trading (AT). AT is already dominating the type of trading in financial markets, and ML can increase the capacity of electronic trading. The rationale of this study is to examine the current adoption of AI and ML in AT, and why trading firms in the financial industry should use
