This study explores consumer perceptions of heritage brands following a revolutionary rebrand, with a focus on adapting the Consumer Perceived Value (CPV) theory. Building on Wuestefeld et al.’s (2012) framework, the research incorporates the disruptive nature of revolutionary rebranding to extend the theoretical understanding of CPV in a heritage branding context. Guided by a relativist ontology

Purpose: This study aims to investigate how consumer attitudes toward AI-generated content, in the form of pictures and videos, shape how they perceive a brand’s image. Research question: How is consumers’ perception of a brand’s image shaped by the use of AI-generated visual content? Theoretical Framework: Breckler’s ABC model, which conceptualizes the notion of attitudes, is used to ensure we

Purpose: The study aims to examine whether health consciousness, as a cognitive heuristic, influences the impact of vegan labels, as external cues, on product attribute perceptions such as taste, health, and environmental friendliness, as well as on consumption intentions. As consumers face cognitive limitations when evaluating food products, this research aim to contribute to the understanding of

This study aims to quantitatively examine the impact of on-court, off-court, and university-related factors on athlete marketability. It further investigates whether gender moderates these relationships. A quantitative approach was chosen, utilizing secondary data collected from collegiate basketball athletes’ social media profiles and university rosters for the 2024-2025 season. Generalized Linea

Title: Branding Behind the Scenes: How Brand Managers Shape and Manage Brand Identity in Internet Brands Course: BUSN39 Degree Project in Global Marketing - Master Level Authors: Amelie Lewenhaupt & Vasiliki Pispas Supervisor: Veronika Tarnovskaya Purpose: This explorative study aims to investigate how brand managers of internet brands shape and manage brand identity through specific, situ

Keywords: luxury, semiotics, sign, heritage brands, persuasion, promotion. Overall Aim: To explore whether luxury can, and if so how, coexist with high availability and short term sales initiatives. Purpose: To explore the phenomenon of the Luxury Paradox; how luxury brands balance luxury and promotion. Methodology: Through a qualitative, abductive, and grounded theory approach, we analyze four

Purpose: The purpose of this study is to analyze the sentiment towards masstige collaborations on social media, and to see if contextual factors, such as duration of the collaboration or the sentiment towards the partnering brands prior to the collaboration, are related to a change in said sentiment. Theoretical Perspective: This study draws on existing literature on the masstige topic to define

Purpose: This study aims to contribute to the understanding of how job-seekers relate their negative recruitment process experiences to brands. Design/Methodology/Approach: This study adopts a qualitative approach using semi-structured interviews, conducted with thirteen current university students actively seeking employment in degree-requiring fields. The data is abductively analysed through th

Purpose: The purpose of this study is to explore how the Kingdom of Saudi Arabia communicates and presents its nation brand through global sporting events, with particular focus on LIV Golf and the Saudi Arabian Grand Prix. Research Question: How does the Kingdom of Saudi Arabia communicate its nation brand through global sporting events? Methodology: The study adopts a qualitative research desi

In an increasingly digital and hyperconnected world, traditional advertising strategies are losing traction as consumers rely on social media for inspiration, information search and purchase decisions. This thesis investigates the influence that social media-based viral marketing, conceptualized as the strategic and synergic union of user-generated content, influencer marketing and brand-generated

This thesis explores how young Swedish consumers interpret retro branding by analyzing their engagement with advertisements through a semiotic lens. Using Pierce's triadic model and Hall's conceptual map, we examined the way young consumers interpret retro branding stimuli in the form of video advertisement. We showed two advertisements from the same brand, FILA, a retro campaign and a con

This article explores two works by Swedish artists Emanuel Cederqvist and Henrik Andersson that relate to the vast alpine areas of Norrland in the far north of Sweden. In both works, the artists relate their experiences of the area as it exists today as well as the layers of its history through both archival material and their own photographs. More specifically, both artists use material that show

In this article I look at two works by Swedish video artist Lina Selander and explore how underlying visual patterns unfold in these works that are connected to certain worldly phenomena. Borrowing from Jacques Derrida, I describe the tendency of being en mal d'archive as an obsession to structure the world into particular recognizable patterns. I argue that Selander's works can be understood as t

This research characterized the barrier properties and transport mechanisms of multilayer films comprising polylactide (PLA), chitosan, and nanocelluloses extracted from agricultural by-products. The investigation employed complementary analytical techniques to evaluate water vapor and oxygen transport behavior, comparing cellulose nanofibers (CNF) and cellulose nanocrystals (CNC) derived from cor