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Title: Human Brands Start From the Inside – An exploration of human brand management through a corporate brand management perspective Course: BUSN39: Degree Project in Global Marketing Authors: Erik Hoogervorst & Erik Malmgren Advisor: Mats Urde Purpose: To understand the phenomenon of human brand management within the music industry by looking at it through a corporate branding lens, spec
This study explores how young women use sportswear to situate themselves within an aestheticized society shaped by social media, lifestyle ideals, and gendered expectations. Drawing on theories of Identity Performance and Gender Performativity, the study is based on 14 semi-structured interviews with women aged 20–26 living in Sweden. The findings show that sportswear functions as more than functi
This study explores how highly skilled migrants in Sweden define integration and the challenges they perceive. Focusing on 15 semi-structured interviews with EU (n=5) and non-EU (n=10) participants, this study addresses two research questions: how integration is defined from migrants’ perspectives and what challenges they experience. Thematic analysis identified three main themes: institutions, la
Purpose: This thesis investigates the influence of FGUC in comparison to UGC on Purchasing Intention through a direct pathway and an indirect pathway, with the mediating role of UGC Perception and Perceived Authenticity. Additionally, Social Media Usage Levels are studied as a moderating variable on both pathways. Research Question: To what extent does Firm-Generated User Content (FGUC) influence
Thesis Purpose: The purpose of this thesis is to identify whether the success factors for NP launches in the FMCG industry remain the same as those identified by previous literature, or whether these factors have changed due to the developments of constantly changing market conditions. Methodology: This study is based on a qualitative methodology with an exploratory approach. By exploring the nua
The increasing use of generative artificial intelligence (GenAI) in advertising has transformed creative production while simultaneously raising concerns about transparency, authenticity and consumer perception. With the growing integration of GenAI into advertising, understanding how consumers respond to AI disclosure has become increasingly important. This study investigates how AI disclosure in
Purpose: This thesis explored how consumers respond to GenAI-enabled personalisation in the context of landing pages. The focus lies on their intention to continue using the service after the first encounter. Given the paradoxical nature of personalisation, the mediating roles of perceived usefulness and privacy concerns are examined. Furthermore, this study explores how the presence or absence of
Purpose: To explore parental perceptions of gendered and gender-neutral toy marketing and how these perceptions influence toy purchase decisions. Theoretical perspectives: This study is informed by literature streams on gender socialisation, gender essentialism, and gender constructivism. Because this study adopts an inductive qualitative approach, these theories are not tested but rather used as
Thesis aim: This study examines how consumers of second-hand fashion navigate and sustain the tension between sustainability ideals and continued consumption, and what this reveals about how ideology operates in circular fashion markets. Theoretical Perspective: The study is grounded in critical Consumer Culture Theory and critical marketing, using Žižekian psychoanalytic ideology as the primary
This thesis sets out to ask what can be learned in terms of navigating climate change in the Alps when zooming in on human-environmental interdependencies in mountain tourism. For that matter, it conducts an ethnographic case study of the German Alpine Club’s (DAV) Stuttgart division, examining how Alpine professionals and mountain operations staff engage with the environment. Methodologically, th
Objectives: Contemporary development cooperation increasingly promotes participation,localization, and local ownership as central goals, while donor governments place strongerdemands on transparency, measurable results, and financial control. These ambitions do notalways fit easily together. This thesis examines how accountability is constructed andinterpreted in Sweden’s development cooperation w
This thesis examines both the effectiveness and limitations of Results-Based Management (RBM) within India’s development sector and explores the role of integrating Artificial Intelligence (AI) tools into RBM processes. The study, guided by three research questions, investigates the perceived benefits and challenges of RBM from the perspective of practitioners, the organisational and contextual fa
This thesis examines how refugee and migrant education policies interact with school segregation and structural inequality to shape student outcomes across nine countries: Canada, Chile, Finland, Germany, Mexico, Singapore, South Korea, Sweden, and the United States. Drawing on Sen’s capability approach, welfare regime theory, and education governance typologies, it asks why formally similar polic
This thesis examines how urban refugee economic survival is governed within Nairobi, Kenya, through the perceptions of humanitarian-development practitioners. Despite Kenya's Refugee Act 2021 representing one of the region's more progressive frameworks for refugee economic inclusion, the distance between its formal provisions and operational reality remains vast. Fourteen semi-structured i
The unprecedented decline in external health aid has disrupted health services across low- and middle-income countries, many of which are simultaneously facing rising levels of non-communicable diseases and weak primary healthcare, increasing the need to examine how donor-driven non-communicable disease programmes can be sustained beyond programme completion. This thesis unfolds how sustainability
Food insecurity is one of the main development challenges faced by the Peruvian population, withfood waste across the retail sector significantly contributing to its prevalence. In Lima, the Peruvian Food Bank (PFB) was created as an NGO to recover food safe for consumption beforebeing discarded, redistributing it to those in need. Recognizing its relevance, this thesis assessesthe role of the PFB
Sweden has long been described as a norms-driven and solidaric leader within international development, historically committed to poverty reduction and non-self-seeking aid. The new policy document, the Reform Agenda ‘Development Assistance for a New Era – Freedom, Empowerment and Sustainable Growth’, introduced in December 2023, signals a reorientation of Swedish aid. It places development cooper
This thesis explores how climate-related environmental changes intensify women’s unpaid care work in southwestern coastal Bangladesh and examines how women simultaneously experience vulnerability and agency within these everyday experiences. Drawing on Feminist Political Ecology (FPE), complemented by concepts of gendered vulnerability and relational understanding of power, the study investigates
The study is motivated by scarce studies examining ethics of international development solutions. Moreover it is common for the field to investigate minorities’, i.e., direct beneficiaries’, or international development field professionals’ views, when the general public perspectives are rarely present in the research. However, everyday citizens who contribute to the field through taxes and donati
