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11.
  • Aagerup, Ulf, 1969- (författare)
  • The Impact of User Weight on Brands and Business Practices in Mass Market Fashion
  • 2010
  • Licentiatavhandling (övrigt vetenskapligt)abstract
    • <p>Overweight people claim to be mistreated by the fashion industry. If they were, it would be in line with branding theory supporting the idea of rejecting fat consumers to improve user imagery for fashion brands. However, fashion companies do not confess to such practices.</p><p>To shed some light on the subject, I have conducted two studies.</p><p>The first attempts to illustrate what effect, if any, user imagery has on fashion brands. It is an experiment designed to show how the weight of users affects consumers’ perceptions of mass market fashion brands. The findings show that consumers’ impressions of mass market fashion brands are significantly affected by the weight of its users. The effect of male user imagery is ambiguous. For women’s fashion on the other hand, slender users are to be preferred.</p><p>In the second study I examine what effects these effects have on assortments. I compare the sizes of mass market clothes to the body sizes of the population. No evidence of discrimination of overweight or obese consumers was found -quite the contrary.</p><p>The reasons for these unexpected findings may be explained by the requirements a brand must fulfil to make management of the customer base for user imagery purposes viable. The brand must be sensitive to user imagery; a requirement that mass market fashion fulfils. However, it must also be feasible for a company to exclude customers, and while garment sizes can be restricted to achieve this, the high volume sales strategy of mass market fashion apparently cannot.</p>
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12.
  • Aagerup, Ulf, 1969- (författare)
  • The influence of real women in advertising on mass market fashion brand perception
  • 2011
  • Ingår i: Journal of Fashion Marketing and Management. - Bingley : Emerald Group Publishing Limited. - 1361-2026 .- 1758-7433. ; 15:4, s. 486-502
  • Tidskriftsartikel (refereegranskat)abstract
    • <p>Purpose: The purpose of this paper is to investigate how the weight of ideal users affects the perception of mass market fashion brands. Design/methodology/approach: An experiment was carried out in which 640 university students replied to a web survey, rating the brand personality of jeans and shirts according to Aaker's Big Five construct. The garments were worn by thin, overweight, and obese models. Findings: The findings show that consumers' impressions of mass market fashion brands are significantly affected by the weight of ideal users. Slender models lead to the most positive brand perception followed by obese models. Overweight user imagery is for pure fashion brand building the least attractive kind. Research limitations/implications: A limitation of this study is the use of convenient student samples. Consequently, the generalization of the results beyond this convenience sample may be limited. It is further possible, even probable, that high fashion would suffer more from the negative imagery of overweight and obese users than mass market fashion. It would therefore be interesting to replicate this experiment using clothes of higher fashion grade and price. Practical implications: The demonstrated effects of user imagery support the industry practice of slim ideal female imagery. Social implications: The results inform the debate over skinny models vs real women in advertising. Originality/value: Previous research regarding the effectiveness of real women in advertising has been inconclusive. This paper demonstrates not only that model weight affects consumers' brand perception, but also how. © Emerald Group Publishing Limited.</p>
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13.
  • Aagerup, Ulf, 1969-, et al. (författare)
  • The persuasive effects of emotional green packaging claims
  • 2019
  • Ingår i: British Food Journal. - Bingley : Emerald Group Publishing Limited. - 0007-070X .- 1758-4108. ; 121:12, s. 3233-3246
  • Tidskriftsartikel (refereegranskat)abstract
    • <p>Purpose - The purpose of this paper is to investigate the effects of rational green packaging claims vs emotional green packaging claims on consumers' purchase propensity for organic coffee.</p><p>Design/methodology/approach - Three within-subjects experiment were carried out (N=87, N=245, N=60). The experimental design encompasses packaging with rational green claims, emotional green claims, as well as a neutral (control) claim. Measured variables are introduced to assess participants' environmental commitment and information processing ability. A manipulated between-subjects variable is introduced to test how distraction interacts with preference for the claims.</p><p>Findings - Overall, consumers prefer products with green claims over those with neutral (control) claims, and products with emotional green claims to those with rational green claims. The studies also reveal that this effect is moderated by participants' environmental commitment, information processing ability and by distraction. The findings were statistically significant (p&lt;0.05).</p><p>Research limitations/implications - As a lab experiment, the study provides limited generalizability and external validity. Practical implications - For most organic FMCG products, it is advisable to employ emotional packaging claims.</p><p>Social implications - The presented findings provide marketers with tools to influence consumer behavior toward sustainable choices.</p><p>Originality/value - The paper validates previous contributions on the effects of product claim types, and extends them by introducing comprehensive empirical data on all the Elaboration Likelihood Model's criteria for rational decision-making; motivation, opportunity and ability.</p>
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14.
  • Aagerup, Ulf, 1969- (författare)
  • To sell or not to sell : Overweight users’ effect on fashion assortments
  • 2010
  • Ingår i: Journal of Brand Management. - Basingstoke : Palgrave Macmillan. - 1350-231X .- 1479-1803. ; 18:1, s. 66-78
  • Tidskriftsartikel (refereegranskat)abstract
    • <p>Overweight people claim to be mistreated by the fashion industry. Fashion companies disagree. Despite the controversy, actual research has been scarce. This study compares the sizes of clothes that the four leading mass-marketing fashion retailers in Sweden offer to the body sizes of the population. Although branding theory would support the idea of rejecting fat consumers to improve user imagery for fashion brands, such practices were not evident. The main contribution of this article is that it provides the first quantified empirical evidence on the theory of typical user imagery. In the discussion, it is posited that, although mass-market fashion brands should be susceptible to negative user imagery related to overweight and obese users, the companies avoid such problems by making garments that are not directly attributable to a specific brand, thus mitigating the negative effect of overweight and obese user imagery. © 2010 Macmillan Publishers Ltd.</p>
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15.
  • Aagerup, Ulf, 1969- (författare)
  • To sell or not to sell: overweight users’ effect on fashion assortments
  • ????
  • Annan publikation (övrigt vetenskapligt)abstract
    • <p>Overweight people claim to be mistreated by the fashion industry. Fashion companies disagree. Despite the controversy, actual research has been scarce. This study compares the sizes of clothes the four leading mass marketing fashion retailers in Sweden offer to the body sizes of the population. Although branding theory would support the idea of rejecting fat consumers to improve user imagery for fashion brands, such practices were not evident. The main contribution of this paper is that it provides the first quantified empirical evidence on the theory of typical user imagery.</p><p>In the discussion, it is posited that although mass market fashion brands should be susceptible to negative user imagery related to overweight and obese users, the companies avoid such problems by making garments that are not directly attributable to a specific brand, thus mitigating the negative effect of overweight and obese user imagery. </p>
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16.
  • Aagerup, Ulf, 1969- (författare)
  • User BMI effects on mass market fashion brands
  • ????
  • Annan publikation (övrigt vetenskapligt)abstract
    • <p>Purpose: The purpose of this paper is to investigate how the weight of users affects the perception of mass market fashion brands.</p><p>Design/methodology/approach: This study attempts to show effects of typical - as well as ideal user imagery on fashion brands. An experiment was carried out in which 1848 university students replied to a web survey, rating the brand personality of jeans and shirts according to Aaker’s Big Five construct. The garments were worn by digitally manipulated versions of one person as thin, overweight, and obese.</p><p>Findings: The findings show that consumers’ impressions of mass market fashion brands are significantly affected by the weight of its users. The effect of male user imagery is ambiguous. For women’s fashion on the other hand, slender users are to be preferred.</p><p>Research limitations/implications: It is possible, even probable, that high fashion would suffer more from negative typical user imagery than would mass market fashion. It would therefore be interesting to replicate this experiment using clothes of higher fashion grade and price.</p><p>Practical implications: The demonstrated effects of user imagery support the industry practice of slim ideal female imagery. However, excluding customers to boost brand perception should not be an option for these brands.</p><p>Social implications: The results inform the debate over skinny models vs. “real women” in advertising as well as the debate over discrimination of overweight consumers through assortment decisions.</p><p>Originality/value: This is the first time typical user imagery effects are included in a study of this type, and it is the first study to test user imagery effects on fashion. </p>
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19.
  • Abalo, Ernesto, 1982-, et al. (författare)
  • Digitalisering och social exklusion : Om medborgares användning av och attityder till Arbetsförmedlingens digitala tjänster
  • 2008
  • Rapport (övrigt vetenskapligt)abstract
    • <p>Denna rapport studerar användarna av den digitala förvaltningen ur ett samhällsvetenskapligt perspektiv. Målet är att undersöka hur olika grupper av inskrivna vid den svenska Arbetsförmedlingen – formerade utifrån olika socialt strukturerande faktorer – använder och förhåller sig till såväl internet som den aktuella myndigheten och dess webbplats (www.ams.se).</p><p>Forskningen kring myndigheternas digitalisering domineras av studier som undersöker hur ny teknik implementeras i organisationer och vilka implikationer den har för dessa, medan användarstudier är sällsynta. Vår studie, som undersöker hur medborgare förhåller sig till internet i allmänhet och myndigheternas digitalisering i synnerhet, fyller därför ett tomrum på forskningsfältet.</p><p>Studiens material samlades in genom en enkät som skickades till 2000 slumpmässigt utvalda personer inskrivna vid Arbetsförmedlingen. Totalt erhölls 762 svar, vilket ger en svarsfrekvens på 40 procent. I huvudsak rörde enkätfrågorna de arbetssökandes användning av och attityder till såväl internet som Arbetsförmedlingens webbplats, men även frågor om gruppens attityder till myndigheten i allmänhet ställdes.</p><p>Resultaten visar att sociala faktorer, inte minst utbildning, är av stor betydelse för medborgarnas förmåga att använda Arbetsförmedlingens webbaserade tjänster. Lågutbildade använder myndighetens webbplats mer sällan än högutbildade, samtidigt som de även upplever den som svårare att använda. Vidare fann vi ett tydligt samband mellan de arbetssökande medborgarnas användning av och attityder till internet och Arbetsförmedlingens sajt. Grupper med en gynnsam relation till internet (i termer av tillgång, användning, erfarenhet och attityder) – framför allt högutbildade, tjänstemän och storstadsbor – använder också myndighetens webbplats flitigare, samtidigt som de tenderar att ha en mer positiv attityd till densamma (och vice versa). Följaktligen är det nödvändigt att tala om digitalt resursstarka och resurssvaga grupper.</p><p>De ojämlika relationerna till internet i allmänhet och Arbetsförmedlingens webbplats i synnerhet indikerar inte bara att digitaliseringen av förvaltningen är mer gynnsam för digitalt resursstarka grupper, utan också att den stänger ute digitalt resurssvaga grupper. Detta nya slags exklusion får implikationer för de arbetssökandes möjligheter att både ta sig in på arbetsmarknaden och agera som medborgare. Om myndigheternas digitalisering dessutom medför en omformering av medborgarskapet, i termer av ökat individuellt ansvar gentemot förvaltningen, kommer den digitala klyftan, såvida inget görs, befästa de digitalt resurssvaga gruppernas redan existerande utanförskap.</p>
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20.
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