Farewell to the Welfare : On the role of chronic stress in lifestyle migration

While studies concerned with migration and the welfare, or migration and stress, have been focusing on either notions of a welfare-magnet or issues related to PTSDs, representing an overt research focus on migration from poorer to richer nations, none have explored the possible role of chronic stress as an underlying trigger for wishing to escape the welfare society. This study explores just this, elaborating upon the lifestyle-concept. Using the latest financial crisis as a theoretical turning point, a comparative case study was performed with Swedish migrant entrepreneurs in Costa del Sol, as compared to previously performed studies from the area. Fourteen semi-structured interviews were carried out with different actors for the purpose of triangulation. Statistics were used for an elementary understanding, in a mixed method design. Analysis was performed on macro to micro scales, providing findings in line with previous research on lifestyle-migration. New findings however include a recognition of long-term exposure to stress as an underlying trigger for wishing to escape the welfare-society, as well as the perception of the holiday-destination as the antithesis to stress making it the preferred choice for relocation. The paper concludes that if stress push people away from Sweden, it can be considered global in scope.

The Role of Luxury Fashion Brands : A qualitative research of how the consumption of luxury fashion brands relate to young consumers' self-concept

The market for luxury brands has outpaced other consumption categories through its growth, and has been found in continuous development. As there is an increasing amount of luxury categories, the consumption of luxury fashion brands account for the largest proportion of luxury profits, and the marketing costs for such brands has shown to surpass those of other fashion categories. Consumer researchers have throughout decades emphasized how individuals participate in consumption behavior to form their self-concept in relation to brands. However, previous research has disregarded the multidimensional perspective regarding the theory of self-concept when examining the consumption of brands. Hence, the current research paper aims to strengthen the existing self-concept theory by exploring the role in which luxury fashion brands have by focusing on how the consumption of such brands relate, and contribute, to the consumer’s self-concept. By applying a qualitative method to investigate such purpose, and involving the existing theory of self-concept, brand image, and brand personality, it appeared that luxury fashion brands has a function to operate as a confidence booster for young consumers’ perception of their self-concept. In terms of the theoretical contribution of this paper, this research further illustrates how the theoretical explanation of brand image and brand personality relates to two different dimensions of the consumer’s self-concept. The consumption of luxury fashion brands has shown a significant role in individuals’ consumption behavior by emphasizing a striving, and motivating, part in the self-concept of young consumers.