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Purpose: Taking Louis Vuitton as an example, this study aims to explore how Chinese Gen Z consumers interpret the authenticity of the Western luxury brands' collaborations storytelling in China. Design/methodology/approach: This study employed interpretive qualitative methods, drawing on consumer culture theory, cultural brand building, and brand meaning co-creation theory. The visual stimulus
This study aims to analyze how hybrid organizations earn legitimacy through competing stakeholder role evaluations in institutionally complex environments. In the case of Ideon Science Park, the study examines how corporate branding influences stakeholder legitimacy interpretations. The paper follows a qualitative single-case study with an abductive research approach. The primary data includes sem
This study explores how Swedish Generation Z consumers evaluate Perceived Risk when purchasing Private Labels (PLs). While previous PL research has primarily focused on low-involvement grocery products, this study examines how risk evaluations differ across product categories by comparing a premium food product (olive oil) with a semi-durable electronic product (powerbanks). Drawing on Wu et al.’s
Purpose: This study explores how slow living is given meaning within online communities. It focuses on how people understand slow living in relation to everyday experiences of time pressure, digital distraction, and the feeling of constantly needing to keep up. Research question: How do online communities construct and negotiate the meaning of slow living in relation to the pressures of accelerat
This thesis explores Gen Z’s use of compact digital cameras in a hyper-digital age. While previous research on nostalgic consumption has largely focused on analogue technologies and material artefacts such as vinyl records and film photography, less attention has been given to retro digital devices that imitate analogue aesthetics while remaining fully digital. Using a qualitative approach, this
Research Purpose: This study examines how middle- and long-distance triathletes use the symbolic consumption of extraordinary endurance experiences to construct and communicate their identity across the full consumption journey. Theoretical Framework: The theoretical framework of symbolic consumption by Elliott and Wattanasuwan (1998) is used to analyse how triathletes’ use the symbolic consumpti
As artificial intelligence becomes increasingly prevalent in society and continues to affect marketing and advertising content, understanding how consumers perceive and respond to AI-generated content has become an important area of inquiry. This study uses a qualitative method, outlined in fifteen semi-structured interviews, to find out how consumers perceive AI-generated content in the form of p
This thesis explores how an artist brand may move from commercial visibility toward cultural relevance and potential cultural iconicity within the contemporary music industry. While traditional brand management often focuses on market share, it often fails to explain how modern artists capture culture share. To address this gap, this study investigates how identity myths are utilized to address so
Keywords: news media houses, journalist professionals, sensemaking, corporate branding, tensions, digitalisation Overall aim & Purpose: The thesis aims to uncover the tensions that exist between enduring corporate brand values and the evolving demands of the digital media environment. The purpose is to understand how Swedish news media houses, as corporate brands, renegotiate and operationali
Purpose: The purpose of this study is to explore how consumers discuss the use of Generative AI in luxury heritage storytelling, and how such use influences perceptions of brand authenticity of luxury heritage brands. Research Question: How do consumers discuss luxury heritage storytelling in relation to Generative AI? Theoretical Framework: The theoretical framework used is Beverland’s (2006) S
Keywords: heritage brands, slow fashion, brand positioning, country of origin Overall Aim: To contribute to literature of slow fashion, heritage, positioning and country of origin by exploring and developing the concept of Slow Heritage Fashion within the context of Swedish fashion heritage brands. Purpose: To investigate the phenomenon of Slow Heritage Fashion in a Swedish context. The three guid
Title: A Network Perspective on Radical Packaging Innovation within Private Labels in Sweden Course: BUSN39 - Degree Project in Global Marketing - Master Level - Spring 2026 Authors: June Bergland, Lucie Secretin Supervisor: Ulf Johansson Research Question: In the context of radical packaging innovation, what do the relationships between private labels, manufacturers and packaging solution provide
Purpose: This study investigates how beauty filter usage and video popularity in influencer-led short-form beauty videos influence consumers’ purchase intention toward cosmetic products. The study further examines the mediating role of perceived social media influencer (SMI) authenticity and the moderating role of need for uniqueness (NFU). Main Research Question: How does beauty filter usage and
The purpose of this study was to examine how customers perceive the value of agentic AI assistants compared with human sales assistants in physical fashion retail stores. In doing so, it addresses a gap between research on AI-assisted retail, customer perceived value, and physical service encounters. Existing studies have predominantly examined AI in online environments or operational retail appli
Research question: "How do individuals using semaglutide negotiate the stigma associated with its use?" Purpose: The purpose of this study is to examine how individuals using semaglutide negotiate the stigma associated with its use, extending moralised consumption into the underexplored domain of pharmaceutical weight loss. Theoretical perspective: The study draws on three complementar
The rapid rise of artificial intelligence (AI) has placed retail organisations at the centre of a transformation that employees are largely left to navigate on their own. This study with the title Coping with Artificial Chaos: How Retail Organisations Make Sense of Disruptive Technological Innovations – A Qualitative Study on the Example of AI examines how retail employees make sense of disruptive
IntroductionForensic assessments of whether an injury would have been life-threatening often rely on empirical knowledge rather than evidence-based criteria. To address this gap, we applied the validated trauma scoring system New Injury Severity Score (NISS) to estimate mortality risk along the natural course of single stab injuries to the trunk.Methods and materialsWe included 408 survivors and 1
Sodium chloride (NaCl) has been proposed as a retrospective and prospective dosemeter for optically stimulated luminescence (OSL) dosimetry. The potential for NaCl pellets for individualised in situ dose assessment during a radiological or nuclear emergency was enhanced by their suitability with a portable OSL reader. The current paper studies the possibility of developing a public dosimetric badg
BACKGROUND: Physical activity (PA) has well-documented cardio-respiratory protective effects in individuals with lung diseases. Whilst most studies examining the relationship between PA, lung function and respiratory symptoms have included self-reported PA data, studies assessing PA objectively using accelerometers are scarce.AIM: To explore the association of sedentary behavior (SED) and moderate
