This study contributes to existing theory by underlining that product brands do have a gender. In addition, the results of this study show that the need for product gender congruence is minimized in Generation Y. Therefore, rethinking the traditional gender stereotyping of products may have more consumer appeal by being marketed to both sexes, or at least to emphasize more of the products attribut

The main purpose of this research essay is to understand why and to what extent consumers trust anonymous eWOM. Secondly, it aims to understand what role anonymous eWOM has on the consumer’s purchase decision. A qualitative approach were used where data is collected through semi-structured interviews. The research is conducted with a phenomenological method in combination with an abductive work ap

The primary purpose of this study is to evaluate the size of impact that oil price shocks have on the stock market returns. The secondary purpose is to investigate which factors have greater influence on stock market returns in recent conditions in comparison to oil price shocks and to explore systematic effect across several countries.The study is carried out by applying unrestricted Vector Autor

This study aims to classify insiders of firms listed on the OMX Stockholm stock exchange into two groups, one group whose trading contain strong predictive power of the future returns of the firms stock and one group whose trading contain as little predictive power as possible. The abnormal returns of these two groups of insiders are then compared. The abnormal returns are estimated using an event

The emergent Social Media presents risks and opportunities for the brand that academic research still needs to reach further understanding (MSI, 2010). From both theoretical and managerial points of view, research is needed in regards to consumer created negative brand meanings in social media settings. Further, consumers have now the ability to share negative brand product evaluations at a massiv

The purpose of this study was to examine the connection between goodwill intensity and stock market risk and how the transition to the IFRS has effected this connection. In the end of 2010 several financial analysts expressed their concerns about the increasing goodwill intensity in listed Swedish corporations. However, in this study examining the connection between goodwill intensity and stock ma

The study aims to investigate how independent management consultants experience the differences between supervision, mentoring and coaching and how they employ these approaches in their professional development. It also aims to find out how mentoring, coaching and supervision could be conceptualized in a strategy for independent management consultants’ professional development. The paper is based

Thesis Purpose: This thesis investigates users of crowdfunding platforms in order to further the insight into understanding what affects their motives and behaviour. The relationship between intrinsic and extrinsic motivation as well as peer influence is investigated. Theoretical Perspective: This study is grounded on the limited theories surrounding crowdfunding and crowdsourcing, as well as rele

Purpose: The aim of this study is to unravel consumer motives for enrolling in multiple programs and explore the consumer experience of multiple memberships in the highly competitive loyalty program market. Methodology: We have conducted a qualitative research with a hermeneutic approach. A sample group of nine women in the ages 47-62 were selected based on a snowball sample. Through detailed acco

Thesis purpose: The purpose of this thesis is to explore the phenomenon of collaborative consumption through creating an understanding of why consumers engage in these consumption activities, and, if possible, relate their intentions to a shared collaborative lifestyle. Methodology: A qualitative case study design has been applied and combined with netnographic observations and a focus group inter

Even though sensorial characteristics still play a considerable role, consumers value the presence of information for in-store baked bread. This information permits the consumers to compare between different alternatives that can lead to healthier purchases.

Purpose: The purpose of this thesis is to explore the phenomenon of Product information leaks and to address whether it can be used as tool in marketing communications and new product development. Methodology: This qualitative exploratory study has studied the phenomenon product information leaks using two case studies (Apple iPad and Sony Ericsson Xperia Play) from the telecommunications and gami

The purpose of the study was to investigate how well international companies have adapted to the digital revolution and find the reasons behind implementing or neglecting certain digital marketing strategies. The study also looked at the impact such strategies have on the brand. Both quantitative and qualitative research methods were applied during this study. A web asset audit developed by The Du

The results of this study shows that the consumer endorser has positive effects in creating effectiveness in the social media advertisement, influencing consumers' attitudes and behaviors. Some characteristics of the endorser which are trustworthiness and attractiveness can create product awareness, interest and desire in the consumers leading to intention to buy. However, expertise of the con

Corporate cash holdings have an important role in the financial management of corporations. Firms hold cash for various reasons, Keynes (1936) states the reasons to be of transaction, precautionary and speculative nature, respectively, and firms’ cash policies differ both on an industry and firm level. Previous empirical studies mainly deal with the determinants and behavior of corporate cash hold

Smartphone becomes the popular item nowadays and there are some studies indicated that reference group could influence mobile phone’s purchasing decisionmaking process. Theoretically, previous studies about reference group have shown that demographic factors of consumers such as age and nationality can affect the reference group influence. However, none of them have studied the demographic differe

Arild is a fishing village in the north-western part of Skåne, placed by the northeast foothills of Kullaberg opposite of the bay Skälderviken. A good friend of mine has recently bought a buildingplot in the village, and his dream is to build an old skånelänga with a timber-framed construction on that plot. Since it is not possible to completely rely on the old construction techniques and construc

Adengi is an advertising system for mobile applications. The system was developed by Crunchfish AB with the objective to be used globally by advertising agencies. The system requires an efficient scalable database system to maintain the availability of information in the server at any hour of the day. It can be done in particular by distributing information on various servers around the world. Unf

Begreppet mångfald har på relativt kort tid fått stor spridning i Sverige och gjort sitt inträde i arbetslivet. I svenskt arbetsliv har mångfald i synnerhet kommit att förknippas med etnicitet. Lunds kommun har nyligen gått från en definition av mångfald som jämställdes med etnicitet till en mångfaldsdefinition som omfattar ”alla de egenskaper som gör människor unika”. Denna förändring påverkar oc

Vi är omgivna av ett samhälle där marknaden grundar sig på produkter med tilltalande design, vilket har till syfte att locka konsumenter att vilja köpa något trots uteblivet behov. Dyr design på kläder och modeprodukter talar om vilka vi är, åtminstone vilka vi vill vara. Att äga ett dyrt designerplagg innebär status vilket således gör modebranschen till en lukrativ marknad för efterbildning. Syf