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The purpose of this thesis is to examine the consumption choices of young parents. Parents with a child or children of maximum four years old were asked to fill in our online survey. There are two streams in literature who already analyzed how their consumption choices change after becoming parents. On the hand researchers argue that they are inclined to choose products linked to their familiar work role. The other group found that young parents will pick products related to their new role of parents. We will use the data gathered through a survey completed by 230 young parents. Two products, a smartphone and a car, were used to assess their preference for identity-related goods. The parents were randomly assigned to one of the four groups. There was a strain and no strain condition, attempt to manipulate the perceived difficulty to combine both roles. On the other hand one group was primed with their parental identity and the other half was primed with their work identity. The aim is to analyze this data in order to find evidence to support one of the two points of view that are present in current research.

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This master’s thesis works on logo design in the higher education market. First, a literature review explains the power of a logo and how its shape and color can be designed to create impressions. It also shows that a logo can be evaluated on six categories, considering it to possibly signifying competence, warmth, sincerity, excitement, sophistication and/or ruggedness in a certain extent. Next follows our own research, investigating whether universities and colleges in Oceania, North America and Europe are capable to design a logo that fits the way they present themselves on their website. A word count analysis of the website of 60 schools shows how a certain school’s website scores on each of the six categories. The impressions generated by the logos of these same 60 schools were evaluated by 10 trained student raters. The purpose of this research then is to check whether the way the school presents itself on its website fits the way students perceive its logo.

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The impact of sport event sponsorships on shareholder value was already a subject discussed in past studies. Given the contradictory outcomes of those studies, there is no clear understanding on the topic. The present study has the intention to demonstrate the positive impact of sponsorship announcement on shareholder wealth and to give insights on the difference between first contracts and contract renewals, on sponsor-event relatedness, and on sponsor-event nationality congruence. An event-study is performed to answer the present study's hypotheses. This event-study is based on 48 sponsorship announcements of six different events (2016 UEFA Euro, 2016 Olympic Games, 2016 Champions League, 2016 French Open Roland Garros, 2016 Tour de France, and 2016 Super Bowl). Unlike what was hypothesized, no significant positive impact of sponsorship announcement was found in the present study. The three results that follow are found by carrying out a cross- sectional regression analysis. For a sponsorship announcement, managers should make no difference between first-time sponsorships and contract renewals. Moreover, no significant difference is found between sponsors that are related to the event sponsored and those that are not related and between sponsors that have the same nationality that the event sponsored and those for which it is not the case.

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This master’s thesis works on logo design in the higher education market. First, a literature review explains the power of a logo and how its shape and color can be designed to create impressions. It also shows that a logo can be evaluated on six categories, considering it to possibly signifying competence, warmth, sincerity, excitement, sophistication and/or ruggedness in a certain extent. Next follows our own research, investigating whether universities and colleges in Oceania, North America and Europe are capable to design a logo that fits the way they present themselves on their website. A word count analysis of the website of 60 schools shows how a certain school’s website scores on each of the six categories. The impressions generated by the logos of these same 60 schools were evaluated by 10 trained student raters. The purpose of this research then is to check whether the way the school presents itself on its website fits the way students perceive its logo.

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• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

Corporate Social Responsibility is a frequently used marketing tool nowadays. Companies aim for a green reputation and customers hope for actual green performance. In case of a noteworthy gap between both, one speaks of greenwashing. In this study we aim to provide an answer to the key question ‘What kind of discursive delegitimation strategies are employed to sustain accusations of corporate greenwashing?’. Articles concerning three vexed companies, IKEA, KLM and The Body Shop, are analysed using the Critical Discourse Analysis to get insight on discursive delegitimation processes. From our findings, we can conclude that unfulfilled expectations represent the main reason for customer greenwashing accusations. In combination with the fact that companies mostly greenwash their business in order to be in line with these customer expectations, this thesis discovered an outstanding contradiction between both players.