Student Brand Ambassadorship: The Influence of Identification with the University on Student Advocacy in Higher Education Institutions This study investigates how students’ identification with the university influences their willingness to engage in brand-supporting behaviors, conceptualized as student brand ambassadorship. This study argues for a differentiation between university as organizatio

Agility has emerged as a strategic ideal across many sectors, especially within financial institutions facing heightened pressure to respond swiftly to technological disruption, regulatory shifts, and market volatility. While commonly positioned as a solution to organizational inertia, agility is often promoted through leadership programs and strategic narratives that assume a shared understanding

Purpose: The purpose of this study is to contribute to a deeper understanding of how intensified public media attention influences the ways in which middle managers interpret and navigate in a large-scale change process. Our study aims to offer new insights into the implications of public news media coverage for individual sensemaking during a large-scale organizational change. Methodology: This

This thesis investigates how government communication officers navigate the strategic challenges posed by homeless media—informal, unregulated digital actors that increasingly shape public discourse in Indonesia. Drawing on qualitative interviews with eleven officers across national-level agencies, the research applies the Government Communication Decision Wheel (GCDW) and the concept of instituti

This thesis explores how creative professionals in a global automotive company's advanced design department navigate the creative process when designing for uncertain long-term futures. Through ten semi-structured interviews and an interpretive, qualitative approach, the study investigates how meaning is constructed and ideas are developed in contexts lacking clear problems, timelines, or eval

This study discusses IKEA's brand storytelling across its official websites and Chinese social media platforms, with a focus on the balance between consistency and localisation in its brand narratives on the Swedish and Chinese official websites, as well as the expression of local adaptation in the brand's official accounts on Xiaohongshu and Weibo. Through multimodal social semiotic analy

Foundation and Purpose: This research paper explores identity and sensemaking in the context of organizational change. The theoretical basis is anchored in the context of NPOs, studying the particular case of a trade union in Northern Europe embracing digital transformation. The study of this phenomenon is relevant as it explores a trade union’s efforts to remain current and to continue as a purpo

Title: Belongingness and Submission: Confining Chefs in Abusive Environments Authors: Jessica Lundqvist & Johanna Wiese Supervisor: Sanne Frandsen, Lund University, Sweden Examiner: Roland Paulsen, Lund University, Sweden Course: BUSN49, Degree Project in Master’s Programme Managing People, Knowledge and Change, Business Administration Submission Date: May 26, 2025 Purpose: The purpose

Abstract Title: The Power of Devotion: The Warm Embrace of Brand Control Authors: Axel Fredlund and Johannes Gustavsson Supervisor: John Murray Course: BUSN49, Degree Project in Master’s Programme, Managing People, Knowledge and Change, 15 ECTS Purpose: This thesis aimed to explore how subjects of brand-centered control perform emotional labour. The focus of our study is how brand-centered

A case study of Ukrainian backlash towards Amnesty International’s report that raises a higher question of decentralization of communication in international NGOs The study contributes to the application and development of crisis communication response strategies during major communication scandals. It focuses on global NGOs with localized international representation. Local branches are identifi

This thesis takes Pop Mart as a representative to study how emerging Chinese brands participate in the construction of global identity through visual and emotional narratives. Under the guidance of postcolonial theory, this study analyzes how Pop Mart strikes a balance between cultural expression and global appeal by designing hybrid characters that integrate East Asian aesthetics with global visu

This study focuses on the perception of Nordic brands by Chinese consumers in the context of cross-cultural brand communication, with an emphasis on the influence of the country-of-origin (COO) effect and consumer ethnocentrism on brand attitude and purchase intention. The research adopts quantitative methods, through online questionnaire surveys. Consumers’ responses from new first-tier, first-ti

This study examines how Chinese CEOs construct culturally resonant brand personas through narrative strategies and archetypal roles across multiple digital platforms, using Lei Jun as a representative case. Grounded in a constructivist communication paradigm, the research integrates cultural branding theory, archetype theory, and narrative analysis to conceptualize branding as a process of meaning

With the rapid diffusion of short video social media, a wave of rural influencers has emerged on China’s TikTok (Douyin), using short-form content to build personal brands and engage in sociocultural expression. Anchored in practice theory (Shove et al., 2012), this study adopts the “material–competence–meaning” triadic model to examine how these rural creators strategically construct personal bra

När passagerarfartyget Marco Polo gick på grund utanför Skånes kust hösten 2023 läckte olja ut i havet. Men vad händer med livet under ytan efter ett sådant oljeutsläpp? I denna studie har blåmusslor använts som naturens egna vittnen och deras skal bär på spår av hur djur anpassar sig till en förorenad värld. När ett fartyg går på grund och släpper ut olja i havet är det inte bara stränderna som Oil spills are known to cause severe ecological damage, yet the long-term effects on benthic organ-isms are still not fully understood. This study investigates how blue mussels (Mytilus edulis trossulus) were affected by the 2023 oil spill caused by the grounding of the passenger ferry Marco Polo in the Hanö bay, southern Sweden. Here I compare mussels collected from four oil-contaminated sites wi

Semiconductor nanowires with high refractive index have waveguiding properties that can enhance the excitation and the quantum yield of a surface-bound fluorescent molecule, and guide and directionally emit its optical signal. Prior work has shown that this allows for enhanced optical biosensing in transparent sample matrices, with advanced image analysis techniques further improving sensitivity.