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

Abstract Title: The economic impact of posted workers in construction projects Author: Johanna Stenberg Supervisor: Radhlinah Aulin, Division of Construction Management Examiner: Rikard Sundling, Division of Construction Management Aim & goal: The purpose of this study is to gain a better understanding of the economic differences that incurr when employing posted workers compared to swedish la

In this study, we demonstrate a successful application of laser absorption spectroscopy in an in-situ optical diagnostic system to map the radial distribution of the number density of vapor-phase aluminum (Al) atoms around a burning micron-sized Al droplet. This technique overcomes the challenges associated with the short optical path (at micron scale) and offers high sensitivity to Al atom concen

BACKGROUND: In this study, we combine proteomics with functional parameters and imaging to examine potential biomarkers that may identify patients at risk of developing persistent lung sequelae following coronavirus disease 2019 (COVID-19).METHODS: We performed multiplex profiling of serum and collected clinical data from intensive care unit (ICU)-treated patients with COVID-19 (n=43) at 4 and 10

Forskningsfråga: Hur påverkar en akademisk ekonomiutbildning, jämfört med enbart en gymnasieexamen, svenska småföretagsgrundares entreprenöriella förmågor? Syfte: Studien syftar till att undersöka hur utbildningsbakgrund påverkar svenska småföretagsgrundares entreprenöriella förmågor. Fokus ligger på att jämföra grundare med en akademisk ekonomiutbildning med dem som endast har gymnasieutbildningResearch question: How does having an academic business degree compared to only a high school diploma shape Swedish small business founders’ entrepreneurial capabilities? Purpose: To examine how small business founders’ educational background influences their entrepreneurial capabilities in the Swedish context, specifically comparing those with an academic business degree to those with only a hig

Startups in the foodtech sector, particularly those working with fermentation-based technologies, face substantial challenges in scaling their innovations. These challenges, commonly known as the Valley of Death, include lack of access to specialized infrastructure, regulatory complexity, and limited knowledge-sharing mechanisms. While Public-Private Partnerships are frequently proposed as instrum