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Many studies have examined how the rise of radical right parties influences the general tone of legislative debates, particularly how mainstream parties tend to demonize and disengage from these parties through specific rhetoric and strategies. However, less attention has been given to their growing electoral success and how this affects speeches aimed at them in parliamentary debates. This study
Purpose: Adaptive radiotherapy (ART) accounts for anatomical changes during treatment and may improve target coverage and spare organs-at-risk (OARs) in head and neck squamous cell carcinoma (HNSCC). This study aimed to develop a protocol defining dose evaluation criteria for target volumes and OARs to assess the need for ART. The protocol was applied to compare compliance between daily-ART and no
The stomatopod eye is a fascinating biological system capable of detecting both colour and polarization of light, making it a highly complex, mixed-tissue sample. In the investigation of complex biological systems, three-dimensional methods spanning multiple length scales with the power to resolve soft tissues are required. In this study, propagation-based phase contrast X-ray computed tomography
Atherosclerotic cardiovascular disease (ASCVD) is a leading cause of death, with substantial residual risk persisting despite current lipid-lowering, antithrombotic, antihypertensive, weight-management, and anti-inflammatory therapies. This unmet clinical need reflects the multifactorial and heterogeneous nature of ASCVD, which is not fully captured by traditional discovery approaches. Recent adva
The Kunming-Montreal Global Biodiversity Framework calls for restoring at least 30% of degraded ecosystems by 2030, while the IPCC and IPBES emphasize restoration as central to addressing climate change and biodiversity loss. Rewilding, defined as the promotion of self-sustaining, complex ecosystems through minimal human intervention, has emerged as a prominent restoration strategy, yet its climat
Purpose: Taking Louis Vuitton as an example, this study aims to explore how Chinese Gen Z consumers interpret the authenticity of the Western luxury brands' collaborations storytelling in China. Design/methodology/approach: This study employed interpretive qualitative methods, drawing on consumer culture theory, cultural brand building, and brand meaning co-creation theory. The visual stimulus
This study aims to analyze how hybrid organizations earn legitimacy through competing stakeholder role evaluations in institutionally complex environments. In the case of Ideon Science Park, the study examines how corporate branding influences stakeholder legitimacy interpretations. The paper follows a qualitative single-case study with an abductive research approach. The primary data includes sem
This study explores how Swedish Generation Z consumers evaluate Perceived Risk when purchasing Private Labels (PLs). While previous PL research has primarily focused on low-involvement grocery products, this study examines how risk evaluations differ across product categories by comparing a premium food product (olive oil) with a semi-durable electronic product (powerbanks). Drawing on Wu et al.’s
Purpose: This study explores how slow living is given meaning within online communities. It focuses on how people understand slow living in relation to everyday experiences of time pressure, digital distraction, and the feeling of constantly needing to keep up. Research question: How do online communities construct and negotiate the meaning of slow living in relation to the pressures of accelerat
This thesis explores Gen Z’s use of compact digital cameras in a hyper-digital age. While previous research on nostalgic consumption has largely focused on analogue technologies and material artefacts such as vinyl records and film photography, less attention has been given to retro digital devices that imitate analogue aesthetics while remaining fully digital. Using a qualitative approach, this
Research Purpose: This study examines how middle- and long-distance triathletes use the symbolic consumption of extraordinary endurance experiences to construct and communicate their identity across the full consumption journey. Theoretical Framework: The theoretical framework of symbolic consumption by Elliott and Wattanasuwan (1998) is used to analyse how triathletes’ use the symbolic consumpti
As artificial intelligence becomes increasingly prevalent in society and continues to affect marketing and advertising content, understanding how consumers perceive and respond to AI-generated content has become an important area of inquiry. This study uses a qualitative method, outlined in fifteen semi-structured interviews, to find out how consumers perceive AI-generated content in the form of p
This thesis explores how an artist brand may move from commercial visibility toward cultural relevance and potential cultural iconicity within the contemporary music industry. While traditional brand management often focuses on market share, it often fails to explain how modern artists capture culture share. To address this gap, this study investigates how identity myths are utilized to address so
Keywords: news media houses, journalist professionals, sensemaking, corporate branding, tensions, digitalisation Overall aim & Purpose: The thesis aims to uncover the tensions that exist between enduring corporate brand values and the evolving demands of the digital media environment. The purpose is to understand how Swedish news media houses, as corporate brands, renegotiate and operationali
Purpose: The purpose of this study is to explore how consumers discuss the use of Generative AI in luxury heritage storytelling, and how such use influences perceptions of brand authenticity of luxury heritage brands. Research Question: How do consumers discuss luxury heritage storytelling in relation to Generative AI? Theoretical Framework: The theoretical framework used is Beverland’s (2006) S
Keywords: heritage brands, slow fashion, brand positioning, country of origin Overall Aim: To contribute to literature of slow fashion, heritage, positioning and country of origin by exploring and developing the concept of Slow Heritage Fashion within the context of Swedish fashion heritage brands. Purpose: To investigate the phenomenon of Slow Heritage Fashion in a Swedish context. The three guid
Title: A Network Perspective on Radical Packaging Innovation within Private Labels in Sweden Course: BUSN39 - Degree Project in Global Marketing - Master Level - Spring 2026 Authors: June Bergland, Lucie Secretin Supervisor: Ulf Johansson Research Question: In the context of radical packaging innovation, what do the relationships between private labels, manufacturers and packaging solution provide
Purpose: This study investigates how beauty filter usage and video popularity in influencer-led short-form beauty videos influence consumers’ purchase intention toward cosmetic products. The study further examines the mediating role of perceived social media influencer (SMI) authenticity and the moderating role of need for uniqueness (NFU). Main Research Question: How does beauty filter usage and
The purpose of this study was to examine how customers perceive the value of agentic AI assistants compared with human sales assistants in physical fashion retail stores. In doing so, it addresses a gap between research on AI-assisted retail, customer perceived value, and physical service encounters. Existing studies have predominantly examined AI in online environments or operational retail appli
