This paper examines the evolution of the return premium associated with corporate PAC contributions among S&P 500 firms between 1993 and 2024, and assesses whether political giving continues to yield financially meaningful payoffs. A panel of 500 large-cap firms (per year) is analyzed using OLS firm and year fixed-effects regressions. Key regressors include continuous PAC-donation amounts, int

This thesis examines how psychological contracts and psychological safety shape the psychological constructs often associated with employee retention, based on insights from Danske Bank. As competition for talent intensifies, organisations must work on strengthening their understanding of the influences on employee retention. Despite the growing popularity of the concept of psychological safety in

With rapidly developing digitalization and the growing popularity of online learning platforms, understanding the psychological drivers behind user loyalty has become increasingly critical. This thesis investigates how Flow Experience, defined as a deep state of intense enjoyment, focus, and concentration, shapes user satisfaction and user attitudinal loyalty in the context of online learning

This thesis examines the development and social consequences of housing security policies in metropolitan China, with a focus on Shanghai. Against the backdrop of rapid urbanization and deepening socio-economic divides, housing affordability has emerged as a pressing challenge in Chinese cities. In response, the government has introduced a range of housing security measures aimed at supporting low

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