Essays about: "Congruity"

Showing result 1 - 5 of 21 essays containing the word Congruity.

  1. 1. Leveraging brand co-creation in a digital era: An IKEA case study

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Julia Örnhem; Sophie Weir; Jesper Karlsson; [2021]
    Keywords : Co-creation; IKEA; Brand Engagement; Brand Self-congruity; Category Involvement; Brand Interactivity; Brand Communities; Brand Value; Brand Knowledge; Web 2.0; User Generated Content; Business and Economics;

    Abstract : Purpose: The purpose is to examine how IKEA works with customer brand co-creation and how it can be further leveraged in the digital era. Methodology: This paper adopts a qualitative case study method, where the primary data consists of an interview with a Social Media Specialist with pre-existing knowledge of brand co-creation at IKEA in Sweden. READ MORE

  2. 2. Gender stereotypes in contemporary Swedish society: Does gender still matter? An investigation of prescriptive stereotypes, self-views in gendered traits and evaluation of role (in)congruity.

    University essay from Lunds universitet/Institutionen för psykologi

    Author : Maria Evangelia Karatzia; [2021]
    Keywords : prescriptive stereotype content; self-views in gendered traits; agency; communion; self-prescription discrepancy; role congruity; role incongruity; devaluation.; Social Sciences;

    Abstract : The present study aimed to further investigate the current state of gender stereotypes and their function in Swedish population in a two-fold way: Primarily by investigating the content of prescriptive stereotypes (how people should be) in relation to people’s self-views in gendered traits, and secondarily by investigating how people who behave stereotypically and counter-stereotypically are perceived and evaluated in Sweden today. Results supported the existence of a strong traditionally gendered prescription but also revealed a self-prescription discrepancy such that participants’ self-views in gendered traits were found to be less gender stereotypically pronounced. READ MORE

  3. 3. The Role of Consumer’s Self-Identity on Pro-Environmental Behavioral- and Loyalty Intentions

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Buster Chuck Allan Grunau; Milou Cornelia Henrica Klijn; [2020]
    Keywords : Pro-Environmental Self-identity; Conspicuous Sustainability; Self-Congruence; Self-Brand Connection; Shopping Malls; Social Sciences;

    Abstract : Thesis Purpose: We aim to enhance the understanding of why Swedish consumers perform pro-environmental behaviors and how this can be influenced by managers and marketers in the shopping mall environment, making the mall more attractive and shoppers more loyal. Theoretical Perspective: We take on a sociological perspective by researching constructs based on identity theory, conspicuous consumption, and the theory of self-congruity. READ MORE

  4. 4. Congruity in gender-neutral advertisement: A comparative cross-sectional study

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Emmi Pauliina Puolakka; Tatiana Najem; [2020]
    Keywords : Gender identity; self-concept; gender congruency; gender-neutral product; skincare; Business and Economics;

    Abstract : The purpose of this thesis is to study the impact the gender congruency between an individual and an advertisement has on the attitudes towards the advertisement of gender-neutral skincare product, while taking into consideration the potential cultural differences. This study used a quantitative approach to conduct a descriptive approach and cross-sectional research design. READ MORE

  5. 5. In the hands of a controlling leader? Implications for employee well-being from a gender perspective

    University essay from Umeå universitet/Institutionen för psykologi; Umeå universitet/Institutionen för psykologi

    Author : Rosanna Fagerudd; Emma Sjögren; [2019]
    Keywords : Controlling leadership behaviours; Self-determination Theory; Role Congruity Theory; Expectation State Theory; well-being; self-rated health; burnout; self-rated job satisfaction; vigour; gender; Kontrollerande ledarskapsbeteenden; Self-determination Theory; Role Congruity Theory; Expectation State Theory; självskattad hälsa; utbrändhet; tillfredsställelse; arbetsenergi; kön; könsroller;

    Abstract : Leaders engaging in controlling leadership behaviours (CLB) has been connected to followers perceiving their basic needs thwarted. However, little research has been made in the organizational field to understand the implications of controlling leadership behaviours for employee well-being. READ MORE