European luxury brands made in China: the effect of low-cost country manufacturing on brand image and purchase decisions

European luxury brands have an image of manufacturing their products in the same country where the brands originate. However, in the past years many luxury brands have shifted their manufacturing to countries outside Europe. China is now a common manufacturing country for European luxury brands despite the country’s poor image as a manufacturer. Chinese manufacturing is often associated with bad quality, bad labour conditions, mass production, and counterfeits. The image of China does not quite match the image luxury brands enjoy including characteristics such as high end quality, craftsmanship, details, design, or premium price. A negatively perceived country-of-manufacture may have an effect on a brand’s image and consumers’ purchase decisions. This thesis is focused on European luxury brands manufacturing in China, and how this effects the brand image and purchase decisions among luxury consumers. The empirical part of this thesis is based on focus group research, which is a popular method in the field of qualitative research. The main focus group is female luxury consumers in Finland. This main group has been divided into three categories: 1) the university students, 2) the young career women, 3) the experienced luxury consumers. This categorization has been done based on their different stages in luxury consumption. All in all, the empirical research consisted of 11 interviews and 29 participants. The main contribution of this thesis was that there is a difference between the opinions of the younger groups (university students and young career women) and the experienced luxury consumers when discussing the effect of country-of-manufacture on brand image and purchase decisions of luxury brands. The younger participants thought that manufacturing luxury products in China might affect the brand image, but their purchase decisions would not be that much affected by the country-of-origin. The experienced luxury consumers had quite a different view on the country-of-origin of luxury brands – they found it an important decisive factor prior making purchases. The majority of experienced luxury consumers would not buy luxury products made in China, and they would always check where these products are made in.

Along-scan radiometric gradient in Landsat images: understanding the relation between floristic and remote sensing information in tropical forests

The along-scan radiometric gradient causes severe interpretation problems in Landsat images of tropical forests. It creates a decreasing trend in pixel values with the column number of the image. In practical applications it has been corrected assuming the trend to be linear within structurally similar forests. This has improved the relation between floristic and remote sensing information, but just in some cases. I use 3 Landsat images and 105 floristic inventories to test the assumption of linearity, and to examine how the gradient and linear corrections affect the relation between floristic and Landsat data. Results suggest the gradient to be linear in infrared bands. Also, the relation between floristic and Landsat data could be conditioned by the distribution of the sampling sites and the direction in which images are mosaicked. Additionally, there seems to be a conjunction between the radiometric gradient and a natural east-west vegetation gradient common in Western Amazonia. This conjunction might have enhanced artificially correlations between field and remotely-sensed information in previous studies. Linear corrections may remove such artificial enhancement, but along with true and relevant spectral information about floristic patterns, because they can´t separate the radiometric gradient from a natural one.

Vision, image, record : a cultivation of the visual field

I den första delen av den här avhandlingen presenteras en bildens genealogi. Den skildrar hur begreppen för bilden, seendet och jaget utvecklades i relation till varandra i en specifik vetenskaplig och filosofisk kontext. Berättelsen sträcker sig från den tidiga renässansen och det perspektivistiska måleriet, till fotografiets födelse och positivismen. Den här utvecklingen medförde en form av reduktionism i vilken jagets roll – betydelsen av den mänskliga psykologin, vårt omdöme, vår uppmärksamhet och vår vilja – blev förbisedd. Inom den här tanketraditionen uppstod en förskjutning, från en förståelse av bilden som en representation av det tredimensionella rummet på en tvådimensionell yta, till en uppfattning om bilden som en genomskinlig ruta, ett fönster ut mot världen. Idén om avbildningen som en neutral ”blick från ingenstans” kom att förstärka en skeptisk hållning till kommunikation, dialog och vittnesmål och därmed även undergräva vår tillit till varandra och följaktligen vår tillit till oss själva. I den andra delen erbjuder författaren ett alternativ till den tanketradition som behandlas i den första delen. Det som blev förbisett i uppfattningen om en blick från ingenstans var att bilden är ett hjälpmedel då vi bearbetar vårt synfält. Bilden hjälper oss att dela vår syn på saker. Genom den här uppgiften av att dela blir bilden riktningsgivande i våra försök att orientera oss i världen. Jag kan stå bredvid en annan människa och se vad hon ser, men jag vet inte nödvändigtvis hur hon uppfattar det vi ser. Bilden lägger till ett led i det här förhållandet eftersom den inte enbart visar vad den andra ser. När bilden fungerar som den skall visar den också hur den andra ser och på det här sättet blir bilden verksam. Den föreliggande avhandlingen kombinerar epistemologi med vetenskapshistoria och visuella kulturstudier, men dess huvudintresse är filosofiskt. Den befattar sig med filosofiska missförstånd angående avbildning som en mimetisk konstform, kunskap som domesticering och varseblivning som mottagning av data. ------------------------------------------------------ Tämän väitöskirjan ensimmäinen osa selvittää kuvakäsitteen genealogiaa. Se havainnollistaa miten kuvan, näkemisen ja minän käsitteet kehittyivät suhteessa toisiinsa. Kertomus ulottuu varhaisesta renessanssista ja perspektivistisestä maalaustaiteesta, positivismin aikakauteen ja valokuvan syntyyn. Tämä kehitys toi mukanaan reduktionismin jossa minän rooli – ihmisen psykologian merkitys, meidän arviointikyky, meidän huomiokyky sekä meidän tahtomme – vaipui unohduksiin. Ajatusmaailmassa tapahtui siirtymä, kuvan merkitys vaihtui käsityksestä jossa se on kolmiulotteisen tilan representaatio kaksiulotteisella pinnalla, käsitykseen jossa kuva on läpinäkyvä ruutu, ikkuna kohti maailmaa. Ajatus kuvasta neutraalin näkökulman kantajana vahvisti skeptistä suhtautumista kommunikaatiota, dialogisuutta ja subjektiivisuutta kohtaan. Tämä skeptisyys ilmentyi myös vahvana epäluottamuksena ihmiskeskeisyyttä ja toiseutta kohtaan. Toisessa osassa tekijä tarjoaa vaihtoehdon tälle skeptiselle ajatusmaailmalle jota tarkastellaan ensimmäisessä osassa. Kuva on myös väline joka auttaa meitä jäsentämään meidän näkökenttäämme. Se auttaa meitä jakamaan meidän käsityksiä toistemme kanssa. Tämä näkemisen jakamisen käytäntö on kuvan keskeinen tehtävä. Voin seistä toisen ihmisen vieressä ja nähdä samat asiat kuin hän, mutta en välttämättä ymmärrä miten hän näkee nämä asiat. Kuva lisää jotain olennaista tähän suhteeseen. Kun kuva toimii niin kun sen kuuluu toimia, se näyttää myös miten toinen näkee, tällä tavalla kuvasta tulee välittäjä. Tämä väitöskirja yhdistää epistemologiaa, tieteen historiaa ja visuaalisen kulttuurin tutkimusta, mutta sen pääasiallinen tavoite on filosofinen. Se käsittelee filosofisia väärinkäsityksiä koskien kuvan eideettisyyttä.

Kallet til livets embete : mødre i helse og lidelse

Mothers represent the natural caring. Natural caring is the object of caring science and of research interest because it establishes the central core of professional caring. In this study, we encounter patients who are mothers in need of care in a psychiatric context. Motherhood involves taking responsibility that extends beyond one's own life, because the child represents possibilities in a yet unknown future. Understanding and knowledge about the mothers' struggle in health and suffering are of crucial importance to enable clinical practice to make provisions for and adapt to the individual patient. The overall purpose of this dissertation is to illuminate how the innermost essence of caring emerges in health and suffering in patients who are mothers in psychiatric care. The purpose of the study in a clinical sense is to seek to understand and illuminate the patient's inner world in health and suffering in terms of contextual, existential, ontological and ethical dimensions. The dissertation is exploratory and descriptive in nature and encompasses induction, deduction and abduction as logics tools of reasoning. A theoretical model of natural caring and a universal theoretical model of the innermost essence of caring is developed as seen from the patient's world in a psychiatric context. The dissertation is anchored in human science's view of the human being and the world and in caring science's perspective. Caring science's view of the human being as a unity comprising body, soul and spirit is central in the study's concept of the patient. This multi-dimensional conception of the human being encompasses the dissertation's basic values and is decisive for choice of methodology. Hermeneutic epistemology guided the interpretation of the empirical data, the paradigmatic theses and assumptions. The dialectical movement in interpretation moves back and forth between empirical data, caring science theory and philosophical theory and reveals deeper insight into meaningful content in the clinical context. The interpretation process comprises four levels of abstraction: rational, contextual, existential and ontological. Hermeneutic philosophy guides the inductive and deductive approach to interpretation, as well as the movement between the clinical context and the caring science paradigm. In this encounter between the visible and invisible reality, the image of natural caring – motherliness emerged. The dissertation consists of four studies. The first study is a systematic review of nineteen research articles. The three other studies are hermeneutical interpretations based on text materials from open interviews. Fifteen participants were interviewed, all of whom are mothers of children between 0 and 18 years of age. All were outpatients in the psychiatric specialist health service. In the interpretation process, the mothers' struggle in health and suffering emerges as a struggle between the inner and outer world. Being a mother and patient in health and suffering in a psychiatric context means to struggle to be oneself, to create oneself, to live and realize one's good deeds as a mother and human being. To be oneself, to possess oneself as a mother is not only a question of tending, playing and learning in order to master a practical situation or to survive. It involves constituting a deep, inner desire to courageously create oneself so that the child is able to realize his or her potential in health and suffering. Motherliness manifests itself in caring as a call to ministering humanity and life. The voice of motherliness is understood as the voice of life—the eternal, inner call of love and freedom. The inner call craves fulfilment. Motherliness in natural caring does not retreat. Motherliness defines the Other as freedom and proceeds without regard for all other exterior requirements to realizing wellbeing. The inner essence of caring is attentive, aware and heeds the call of the heart. The innermost essence of caring is to be and to make oneself responsible for the Other. Responsibility cannot be relinquished; free choice consists in whether or not to follow the call. To renounce the inner call to responsibility is to deny oneself and one's dignity as a human being. The theoretical models provide clinical and systematic caring science with knowledge and understanding based on the natural caring spirit inherent in the human being. The study elucidates and strengthens the ontological basic assumptions about the human being as a unity of body, soul and spirit, the sanctity of the human being and the core of caring, ethos. The results of the dissertation will provide clinical practice with knowledge about the inner movements of the mothers' souls in relation to their responsibility as mothers and human beings. Being able to understand the basic conditions for responsibility is crucial for developing care that encompasses mother and child and the mutual relationship between them. This is basic knowledge for developing attitudes and actions that meet and provide for the needs of the patient as mother and as a whole, suffering human being.

Automatic image-based identification of Saimaa ringed seals

The Saimaa ringed seal is one of the most endangered seals in the world. It is a symbol of Lake Saimaa and a lot of effort have been applied to save it. Traditional methods of seal monitoring include capturing the animals and installing sensors on their bodies. These invasive methods for identifying can be painful and affect the behavior of the animals. Automatic identification of seals using computer vision provides a more humane method for the monitoring. This Master's thesis focuses on automatic image-based identification of the Saimaa ringed seals. This consists of detection and segmentation of a seal in an image, analysis of its ring patterns, and identification of the detected seal based on the features of the ring patterns. The proposed algorithm is evaluated with a dataset of 131 individual seals. Based on the experiments with 363 images, 81\% of the images were successfully segmented automatically. Furthermore, a new approach for interactive identification of Saimaa ringed seals is proposed. The results of this research are a starting point for future research in the topic of seal photo-identification.

Formation of the Employer Brand Image

The purpose of this study was to explore the employer brand image and its formation of a Finnish (yet international) service company in B2B sector. In the research qualitative case study method was used to explore the most preferred attributes in employer attraction, the employer brand perceptions towards the case company, and the effectors behind these brand perceptions among the prospective group of employees. The research was conducted through in-depth semistructured interviews among 23-30 undergraduate or graduate business students in Finnish universities close to their graduation. After deriving the attributes of an attractive employer, and exploring their relation to the case company, the employer brand image of the case company was determined and its attractiveness level evaluated. Moreover, the formation of the employer brand image was investigated and its sources detected. The most important factors for the target group in employer attractiveness were found to be company reputation and company culture/work atmosphere. Also career opportunities and international opportunities were seen important. The case company was found to hold a positive, attractive image on company culture and international opportunities, but failing to hold a good reputation as a fair employer. The main and most impactful source of employer brand image was former and current employees - directly or indirectly. Company’s own actions played only small part in employer brand formation as credibility is a critical factor in brand image formation and corporate communication found not to be perceived genuine. Based on the findings, suggestions for further employer branding were made.

Control of Bubbling Fluidized Bed Conditions

The objectives of this master’s thesis were to understand the importance of bubbling fluidized bed (BFB) conditions and to find out how digital image processing and acoustic emission technology can help in monitoring the bed quality. An acoustic emission (AE) measurement system and a bottom ash camera system were evaluated in acquiring information about the bed conditions. The theory part of the study describes the fundamentals of BFB boiler and evaluates the characteristics of bubbling bed. Causes and effects of bed material coarsening are explained. The ways and methods to monitor the behaviour of BFB are determined. The study introduces the operating principles of AE technology and digital image processing. The empirical part of the study describes an experimental arrangement and results of a case study at an industrial BFB boiler. Sand consumption of the boiler was reduced by optimization of bottom ash handling and sand feeding. Furthermore, data from the AE measurement system and the bottom ash camera system was collected. The feasibility of these two systems was evaluated. The particle size of bottom ash and the changes in particle size distribution were monitored during the test period. Neither of the systems evaluated was ready to serve in bed quality control accurately or fast enough. Particle size distributions according to the bottom ash camera did not correspond to the results of manual sieving. Comprehensive interpretation of the collected AE data requires much experience. Both technologies do have potential and with more research and development they may enable acquiring reliable and real-time information about the bed conditions. This information could help to maintain disturbance-free combustion process and to optimize bottom ash handling system.