The present study highlights earning management optimization possibilities to constrain the events of earning management and financial fraud. Our study investigates the existing stock of knowledge and strand literature available on earning management and fraud detection. It aims to review systematically the methods and techniques used by prior research to determine earning management and fraud detection. The results indicate that prior research in earning management optimization is diverged among several techniques and none of these techniques has provided an ideal optimization for earning management. Further, the results reveal that earning management determinants are complex based on the type and size of business entities which complicate the optimization possibilities. The current research brings useful insights for predicting and optimization of earnings management and financial fraud. The present study has significant implications for policymakers, stock markets, auditors, investors, analysts, and professionals.

Tony Atkinson is universally celebrated for his outstanding contributions to the measurement and analysis of inequality, but he never saw the study of inequality as a separate branch of economics. He was an economist in the classical sense, rejecting any sub-field labelling of his interests and expertise, and he made contributions right across economics. His death on 1 January 2017 deprived the world of both an intellectual giant and a deeply committed public servant in the broadest sense of the term. This collective tribute highlights the range, depth and importance of Tony's enormous legacy, the product of almost fifty years’ work.

Assessments and evaluations of incubators has been a topic of discussion for as long as incubators have been in existence due to the fact that there has not been an agreement on how to determine good performance. This paper demonstrates the use of Data Envelopment Analysis (DEA) when studying performance of incubators. More specifically, it does so within the four dimensions of cooperation with universities, business networks, external funding and competence development on a sample of 16 Swedish incubators. We show that DEA enables us to measure non-numerical dimensions, and to simultaneously take into account the efforts made by both the incubator and the outcomes. Moreover, DEA provides benchmarks and, based on a model that divides the incubators into four different groups, illustrates the difference between the benchmark and the incubators' current situation.

This paper explores incubator facilitation of technology transfer for their New Technology-Based Firms (NTBFs). Empirical evidence gathered from six interviews with incubator managers, together with a survey of 131 NTBFs in incubators in Sweden, in 2005, and the findings made in a survey of 273 NTBFs situated inside-and-outside Science Parks in 1999, are used for the exploration. It is suggested that incubators do facilitate technology transfer for their NTBFs. It is further suggested that the development towards increased ability to facilitate technology transfer will continue as a results of the efforts made on the incubator and systemic level.

The case method provides entrepreneurship educators with great potential to be entrepreneurial and to think outside the box when adjusting the case method for increased entrepreneurial learning. This chapter provides the theoretical background of case-based entrepreneurship education and a debate on context in case teaching in general and the Nordic countries in particular. Further the chapter provides a synopsis and reflections of how the chapters in this book discuss the design and utilization of cases through 2 parts. Part 1 includes theoretical perspectives, discussions, and practical procedures on how the case method and case activities can be reframed and approached in entrepreneurship education in general and for experiential learning in particular. Part 2 contributes with a collection of Nordic entrepreneurship cases with accompanying teaching notes. We believe that this book is of great inspiration for entrepreneurship educators wanting to use the case method in their teaching.

This paper identifies different university spin-off (USO) roles related to resource interaction among business parties. It does so by mapping how USOs become part of business networks in terms of their roles relative to other parties. The theoretical frame of reference focuses on roles and resource interaction based on an industrial network approach to business markets. The empirical research is based onfive cases of USOs representing a variety in terms of technology, degree of newness, sector, and area of application. As a result of the analysis, three different roles are identified: the USO as resource mediator, resource re-combiner and resource renewer. These roles reflect how USOs adapt resources to, or require changes among, business parties' resources. The paper also discusses the main resource interfaces associated with the three roles and related challenges. The paper contributes to previous research through illustrating USOs' roles relative to business parties from a resource interaction point of view, and by pointing to the establishment of new companies in business networks as a way of implementing innovation. Finally, the paper discusses the managerial implications of the research in terms of the USO's need to understand which role to take and how to develop it.

This paper identifies different university spin-off (USO) roles related to resource interaction among business parties. It does so by mapping how USOs become part of business networks in terms of their roles relative to other parties. The theoretical frame of reference focuses on roles and resource interaction based on an industrial network approach to business markets. The empirical research is based onfive cases of USOs representing a variety in terms of technology, degree of newness, sector, and area of application. As a result of the analysis, three different roles are identified: the USO as resource mediator, resource re-combiner and resource renewer. These roles reflect how USOs adapt resources to, or require changes among, business parties' resources. The paper also discusses the main resource interfaces associated with the three roles and related challenges. The paper contributes to previous research through illustrating USOs' roles relative to business parties from a resource interaction point of view, and by pointing to the establishment of new companies in business networks as a way of implementing innovation. Finally, the paper discusses the managerial implications of the research in terms of the USO's need to understand which role to take and how to develop it.

This paper identifies different university spin-off (USO) roles related to resource interaction among business parties. It does so by mapping how USOs become part of business networks in terms of their roles relative to other parties. The theoretical frame of reference focuses on roles and resource interaction based on an industrial network approach to business markets. The empirical research is based onfive cases of USOs representing a variety in terms of technology, degree of newness, sector, and area of application. As a result of the analysis, three different roles are identified: the USO as resource mediator, resource re-combiner and resource renewer. These roles reflect how USOs adapt resources to, or require changes among, business parties' resources. The paper also discusses the main resource interfaces associated with the three roles and related challenges. The paper contributes to previous research through illustrating USOs' roles relative to business parties from a resource interaction point of view, and by pointing to the establishment of new companies in business networks as a way of implementing innovation. Finally, the paper discusses the managerial implications of the research in terms of the USO's need to understand which role to take and how to develop it.

The approach uses data from a sample of 183 small high-tech firms, new, technology-based firms (small high-tech firms) in Sweden (54 variables under the headings of work experience, board and advice, financing, motivation-performance priorities, technological innovation and strategy). This study identifies some core areas of importance in corporate governance. Few managers in this study had a strong background and experience of finance and the preparation of business. Only 64 per cent of the managers have had previous work experience before starting the firm. The survey makes it clear that the small high-tech firms are likely to have a strong link with banking institutions. The consequence of these links is that most of the firm's capital supply is from banks, and that there are strong ownership links between banks and industry. The background of the founder does seem to have had an effect on the problem of financing and ownership issues. It is private sector organizations (banks) and families that are most frequently consulted by small high-tech firms (However, low means). It is also the private and public sector organizations, in connection with external board membership, regional development agencies and banks that are most frequently consulted. In the future, it is reasonable to search for factor patterns that can begin to explain and predict the direction of corporate governance in small new technology-based firms.

The approach uses data from a sample of 183 small high-tech firms, new technology-based firms (small high-tech firms) in Sweden (54 variables under the headings of work experience, board and advice, financing, motivation—performance priorities, technological innovation and strategy). This study identifies some core areas of importance in corporate governance. Few managers in this study had a strong background and experience of finance and the preparation of business. Only 64 per cent of the managers have had previous work experience before starting the firm. The survey makes it clear that the small high-tech firms are likely to have a strong link with banking institutions. The consequence of these links is that most of the firm's capital supply is from banks, and that there are strong ownership links between banks and industry. The background of the founder does seem to have had an effect on the problem of financing and ownership issues. It is private sector organizations (banks) and families that are most frequently consulted by small high-tech firms (However, low means). It is also the private and public sector organizations, in connection with external board membership, regional development agencies and banks that are most frequently consulted. In the future, it is reasonable to search for factor patterns that can begin to explain and predict the direction of corporate governance in small new technology-based firms.

In this paper, we argue that incubators facilitate access to external financing for their incubatees. Incubators use a wide range of activities to facilitate the accessing of external financing from public and private sources. We have grouped these into two sets of activities. The general activities aim to develop the conditions for external financing through information, education of incubatees, network-building and lobbying activities. The specific activities aim to assist the individual incubatee in their pursuit of external finance through help in application procedures, establishing need for capital, making contacts with the best public or private investor, etc. Based on the survey data, we have also shown that it is more common for incubatees to attract external capital compared to non-incubator firms. The incubatees seem especially successful in attracting public capital. The incubatees also attract more private external capital, however, the observed frequency of private capital in the incubatees are low.

Purpose: The purpose with this thesis has been to compare entrepreneurship in Sweden and in Japan. It has also been to get a wider understanding why two so different countries both have a low level of entrepreneurship compared to other countries. Since the subject is wide I have chosen to delimitate to data from GEM 2007.

Methodology: In this thesis I have compared entrepreneurship in Sweden and in Japan. This I have done by obtaining secondary data from GEM’s report from 2007. My approach in this thesis has foremost been abductive. 

Theoretical perspectives: Wennekers (2006) have studied the U-shape curve that occurs when you put entrepreneurship in relation to economic growth. Countries tend to go from a high level of entrepreneurship to a low level when they go from agricultural economy to an industrial economy. Then they tend to go up again when they reach a advanced level of economic development. However countries seem to differ when it comes to entrepreneurship despite this relation and the differences seems to be lasting. Wennekers (a.a.) believe that these differences has to do with cultural differences rather than economics differences since cultural differences are relatively immutable over time.

Empirical foundation: GEM stands for Global Entrepreneurship Monitor and is a not-for-profit academic research consortium. Their goal is to make international research of high quality about entrepreneurial activity in the world that is able to reach a wide public. GEM’s study is the biggest study in the world about entrepreneurial activity and started 1999. In this thesis I have used data from GEM’s report from 2007, which is the latest report with both Sweden and Japan.

Conclusions: In a comparison between Japan and Sweden I have found some similarities but mostly differences. This suggests that there are no simple answers to a low level of entrepreneurship in a country. However, in my opinion, I think that the national experts were right to put government policies as the biggest problem for Sweden and Cultural, Social norms as Japan’s biggest problem.

This search, a type not previously performed at ATLAS, uses a comparison of the production cross sections for e(+)mu(-) and e(-)mu(+) pairs to constrain physics processes beyond the Standard Model. It uses 139 fb(-1) of proton-proton collision data recorded at root s = 13 TeV at the LHC. Targeting sources of new physics which prefer final states containing e(+)mu(-) and e(-)mu(+), the search contains two broad signal regions which are used to provide model-independent constraints on the ratio of cross sections at the 2% level. The search also has two special selections targeting supersymmetric models and leptoquark signatures. Observations using one of these selections are able to exclude, at 95% confidence level, singly produced smuons with masses up to 640 GeV in a model in which the only other light sparticle is a neutralino when the R-parity-violating coupling lambda(23)(1)' is close to unity. Observations using the other selection exclude scalar leptoquarks with masses below 1880 GeV when g(1R)(eu) = g(1R)(mu c) = 1, at 95% confidence level. The limit on the coupling reduces to g(1R)(eu) = g(1R)(mu c) = 0.46 for a mass of 1420 GeV.

Purpose

To increase the understanding of how entrepreneurship education impacts entrepreneurial careers, the purpose of the paper is to investigate the role that a venture creation program (VCP) might have in mitigating or surpassing a lack of other antecedents of entrepreneurial careers. In particular, the authors focus on entrepreneurial pedigree and prior entrepreneurial experience.

Design/methodology/approach

Data from graduates of VCPs at three universities in Northern Europe were collected through an online survey. Questions addressed graduate background prior to education, yearly occupational employment subsequent to graduation and graduates' own perceptions of entrepreneurial activity in employment positions. The survey was sent to 1,326 graduates and received 692 responses (52.2% response rate).

Findings

The type of VCP, either independent (Ind-VCP) or corporate venture creation (Corp-VCP), influenced the mitigation of prior entrepreneurial experience. Prior entrepreneurial experience, together with Ind-VCP, made a career as self-employed more likely. However, this was not the case for Corp-VCP in subsequently choosing intrapreneurial careers. Entrepreneurial pedigree had no significant effect on career choice other than for hybrid careers.

Research limitations/implications

Entrepreneurial experience gained from VCPs seems to influence graduates toward future entrepreneurial careers. Evidence supports the conclusion that many VCP graduates who lack prior entrepreneurial experience or entrepreneurial pedigree can develop sufficient entrepreneurial competencies through the program.

Originality/value

This study offers novel evidence that entrepreneurship education can compensate for a lack of prior entrepreneurial experience and exposure for students preparing for entrepreneurial careers.

Numerous researchers and practitioners emphasize the potential to create value through sustainable business models (SBMs). However, little attention has been paid to how sustainable value is proposed, created, delivered, and captured in the organization, and how customers perceive sustainable value in service. The aim of this paper is to explore this research gap empirically through a case study of sustainable value (co-)creation through SBMs of sustainable service innovations as experienced among two hotels' managers, employees and customers. The contributions of the study relate to the development of SBMs in service, where the value processes happen simultaneously and where the element value perception has to be added to the extant SBM literature, which is closely related to the creation and delivery of physical goods as in product-oriented industries. The study also contributes through the dual perspective (providers and customers) on sustainable value proposition, value creation and value capture. The findings reveal different key aspects in creating and capturing sustainable value through SBMs and sustainable service innovation. The managerial implications for creating and implementing SBM in service stress the need for employee engagement, customer involvement and targeted and personal communication educating internal and external sustainability ambassadors.

In this study, business experimentation for sustainable value creation is explored through seven cleantech start-ups by applying the systemic combining approach. The findings reveal novel descriptions of six different business experimentation types. The study also advances our theoretical understanding of how the specific roles of learning, signaling, and convincing dominate each of the experimentation types differently and how each type of business experimentation has a distinct purpose. Furthermore, our findings propose how business experimentation types can be applied as a continuum as part of the cleantech start-ups’ sustainable value creation process. Hence, our study contributes theoretically to our understanding of business experimentation for sustainable value creation and how the different types are applied in cleantech start-ups. We conclude our treatise with managerial implications and outline fruitful future research avenues.

The aim of this thesis is to discuss and explore the subject of organizing generalists and specialists. The purpose of this thesis is to explore and discuss different alternatives on organizational grouping from a generalists and specialists perspective. It will explore theories around organizational design, different organizational structures and give insight to the specialist and generalist function that can be found in most types of organizations. The aim is to be able to present different aspects of organizing generalists and specialists and to be able to answer the problem question: Is there a best organizational structure for specialist and generalist groups? The study is a qualitative study and the process of induction will be used. The epistemological standpoint is interprevistic and the ontological is more towards constructionism. The methods used are 1) the collection of and qualitative analysis of texts and documents and 2) qualitative semi-structured interviewing. The analysis is based on grounded theory method. The result and conclusions of the study is that generalists most likely do fit better in organizational forms such as simple structure, adhocracy and network organizations. Specialists tend to prefer bureaucracy or functional/unitary organizations. Keywords: generalists, specialists, organization, group structure

This paper investigates the impact of trade openness on economic growth through a panel analysis containing a set of 61 countries over 15 years. The method we use is the fixed effect regression model in Stata, to see whether openness to trade has explanatory power over GDP per capita growth. We use secondary data taken from World bank and Worldwide Governance Indicators. The data used is a panel data containing 61 countries and the period we are studying starts at 2002 and ends in 2016, a 15 years' time interval. Our empirical results suggest that openness during these years have had a small negative impact on growth, but although this, the variable does not seem to have a statistical significance upon per capita growth within this period of time. Therefore, with reference to this study we cannot see any significance of openness upon growth.

Purpose: To investigate if accessible luxury fashion brands discriminate overweight and obese consumers.

Design/methodology/approach: The physical sizes of garments are surveyed in-store and compared to the body sizes of the population. A gap analysis is carried out in order to determine whether the supply of clothes match the demand of each market segment.

Findings: The surveyed accessible luxury garments come in very small sizes compared to the individuals that make up the population.

Research limitations/implications: The survey is limited to London while the corresponding population is British. It is therefore possible that the mismatch between assortments and the population is in part attributable to geographic and demographic factors. The study’s results are however so strikingly clear that even if some of the effect were due to extraneous variables, it would be hard to disregard the poor match between overweight and obese women and the clothes offered to them.

Practical implications: For symbolic/expressive brands that are conspicuously consumed, that narrowly target distinct and homogenous groups of people in industries where elitist practices are acceptable, companies can build brands via customer rejection.

Social implications: The results highlight ongoing discrimination of overweight and obese fashion consumers.

Originality/value: The study is the first to provide quantitative evidence for brand building via customer rejection, and it delineates under which conditions this may occur. This extends the theory of typical user imagery. © Emerald Publishing Limited 2018

Purpose: To investigate if accessible luxury fashion brands discriminate overweight and obese consumers.

Design/methodology/approach: The physical sizes of garments are surveyed in-store and compared to the body sizes of the population. A gap analysis is carried out in order to determine whether the supply of clothes match the demand of each market segment.

Findings: The surveyed accessible luxury garments come in very small sizes compared to the individuals that make up the population.

Research limitations/implications: The survey is limited to London while the corresponding population is British. It is therefore possible that the mismatch between assortments and the population is in part attributable to geographic and demographic factors. The study’s results are however so strikingly clear that even if some of the effect were due to extraneous variables, it would be hard to disregard the poor match between overweight and obese women and the clothes offered to them.

Practical implications: For symbolic/expressive brands that are conspicuously consumed, that narrowly target distinct and homogenous groups of people in industries where elitist practices are acceptable, companies can build brands via customer rejection.

Social implications: The results highlight ongoing discrimination of overweight and obese fashion consumers.

Originality/value: The study is the first to provide quantitative evidence for brand building via customer rejection, and it delineates under which conditions this may occur. This extends the theory of typical user imagery.

This paper identifies that guest selection at exclusive nightclubs is a brand building process, and that the guests’ primary value to the clubs therefore is the image they bestow on the brand. The paper contributes to theory by providing empirical support for several mechanisms that have previously been stipulated in literature. It validates that companies build brand personality by controlling typical user imagery, and that for self-expressive product categories, negative user stereotypes are particularly powerful. It supports the theory of symbolic brand avoidance, as well as the notion that social rejection encourages people to elevate their perceptions of their rejecters and strengthens their predilection to affiliate with them. For practitioners, the paper shows managers in the hospitality industry that it is possible to build brands by controlling who is allowed to become a brand-user, and under which conditions this applies.

This paper identifies that guest selection at exclusive nightclubs is a brand building process, and that the guests’ primary value to the clubs therefore is the image they bestow on the brand. The paper contributes to theory by providing empirical support for several mechanisms that have previously been stipulated in literature. It validates that companies build brand personality by controlling typical user imagery, and that for self-expressive product categories, negative user stereotypes are particularly powerful. It supports the theory of symbolic brand avoidance, as well as the notion that social rejection encourages people to elevate their perceptions of their rejecters and strengthens their predilection to affiliate with them. For practitioners, the paper shows managers in the hospitality industry that it is possible to build brands by controlling who is allowed to become a brand-user, and under which conditions this applies. © 2019 Elsevier Ltd

Purpose: The purpose of this paper is to investigate if intermediate luxury fashion brands discriminate overweight and obese consumers.

Design/methodology/approach: 1,454 intermediate luxury garments were tallied and measured in-store in London. The physical sizes of the garments were matched to the body sizes of the population, and a gap analysis was carried out in order to determine whether the supply of clothes match the relative importance of each market segment.

Findings: While previous research shows that mass-market fashion companies do not discriminate overweight and obese consumers, intermediate luxury garments come in very small sizes compared to the individuals that make up the population.

Research limitations/implications: The findings show that purveyors of intermediate luxury fashion limit assortments of garments so they avoid fat typical user imagery.

Practical implications: Companies that market products that are sensitive to the typical user imagery can optimize their brands by limiting undesirable customer types access to their brands, provided that 1) they have the financial strength to reject customers whose image would be detrimental to the brand, 2) the companies are active in an industry in which people would tolerate customer rejection, and 3) they sell a product that actually can be denied undesirable customers.

Social implications: The study shows that fat consumers are relegated to mass-market fashion but are excluded from intermediate luxury fashion. This constitutes a social inequality.

Originality/value: The result of this study provides quantitative evidence that companies control assortments to exclude undesirable typical user imagery. It also delineates under which conditions they do it. This adds to the theory of user imagery.

Purpose: The purpose of this paper is to investigate if intermediate luxury fashion brands discriminate overweight and obese consumers.

Design/methodology/approach: 1,454 intermediate luxury garments were tallied and measured in-store in London. The physical sizes of the garments were matched to the body sizes of the population, and a gap analysis was carried out in order to determine whether the supply of clothes match the relative importance of each market segment.

Findings: While previous research shows that mass-market fashion companies do not discriminate overweight and obese consumers, intermediate luxury garments come in very small sizes compared to the individuals that make up the population.

Research limitations/implications: The findings show that purveyors of intermediate luxury fashion limit assortments of garments so they avoid fat typical user imagery.

Practical implications: Companies that market products that are sensitive to the typical user imagery can optimize their brands by limiting undesirable customer types access to their brands, provided that 1) they have the financial strength to reject customers whose image would be detrimental to the brand, 2) the companies are active in an industry in which people would tolerate customer rejection, and 3) they sell a product that actually can be denied undesirable customers.

Social implications: The study shows that fat consumers are relegated to mass-market fashion but are excluded from intermediate luxury fashion. This constitutes a social inequality.

Originality/value: The result of this study provides quantitative evidence that companies control assortments to exclude undesirable typical user imagery. It also delineates under which conditions they do it. This adds to the theory of user imagery.

In this dissertation I investigate the effects of user and usage imagery on brands and how businesses employ user imagery to build brands. Over four articles I present results that suggest that user imagery affects brand personality and that companies under certain conditions adapt their behavior to optimize this effect. Although both mass market fashion and nightclubs are susceptible to the influence of user imagery, out of the two only nightclubs actively reject customers to improve its effect on brand perception. I relate these practices to the practical and financial feasibility of rejecting customers, the character of nightclubs’ brands, and to their inability to differentiate their brands through any other brand personality influencer besides user imagery. In this dissertation, I also discuss the ethical ramifications of user imagery optimization through customer rejection. In one study, the role of conspicuous usage imagery on socially desirable consumer behavior is investigated. It is concluded that conspicuousness increases consumers' propensity to choose environmentally friendly products, and that this tendency is especially pronounced for individuals that are high in attention to social comparison information. The conclusion is that consumers use green products to self-enhance for the purpose of fitting in with the group rather than to stand out from it.

The purpose of this article is to investigate whether women’s relatively positive response to obese models is the result of social desirability bias on the part of women rather than deep seated attitudes. 60 university students in Sweden underwent an Implicit Associations Test (IAT) to reveal attitudes towards obese models that the participants were not able or willing to openly express. The study shows that even though women express significantly more positive attitudes towards obese models than men do, women and men display similar implicit negativity towards obese models. The study replicates a previously shown explicit gender effect, but also extends theory on gender preferences towards models of different sizes and body types by introducing measurements of implicit attitudes. Finally, the paper provides a possible explanation for why the fashion industry largely refrains from using obese models even though women express relatively positive attitudes towards them. © 2021 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.

Purpose: To investigate the effect of obese models vs. normal weight models on fashion brands’ attractiveness.

Design/methodology/approach: An experiment was carried out in which 1,225 university students in Sweden and Brazil rated the attractiveness of a fashion brand worn by a normal weight model and an obese model.

Findings: The overall effect of obese models’ effect on fashion brand attractiveness was insignificant. Further, neither culture, nor the consumer’s own weight had a significant effect. There was, however, a significant effect of the participant’s own gender; women rate fashion brands worn by obese models significantly higher on attractiveness than they did fashion brands worn by normal weight models. Men displayed the inverse response.

Research limitations/implications: The effect of the model’s ethnicity was beyond the scope of the experiment, and the brand attractiveness scale captured only one aspect of brand character, leaving other potential brand effects for future studies.

Practical implications: Companies can use obese models with no overall brand attractiveness penalty across markets and for marketing to women of all sizes. Given men’s negative reactions, such models might however be unsuitable for the male-to-female gift market.

Social implications: The results support the use of obese models, which can lead to greater representation of larger women in the media, and consequently, reduced fat stigma.

Originality/value: The study validates the theory of user imagery, and it extends the theory by examining how different target consumers react to user imagery traits and thus provides evidence for gender bias towards obese models. © Emerald Publishing Limited 2018

Purpose: To investigate the effect of obese models vs. normal weight models on fashion brands’ attractiveness.

Design/methodology/approach: An experiment was carried out in which 1,225 university students in Sweden and Brazil rated the attractiveness of a fashion brand worn by a normal weight model and an obese model.

Findings: The overall effect of obese models’ effect on fashion brand attractiveness was insignificant. Further, neither culture, nor the consumer’s own weight had a significant effect. There was, however, a significant effect of the participant’s own gender; women rate fashion brands worn by obese models significantly higher on attractiveness than they did fashion brands worn by normal weight models. Men displayed the inverse response.

Research limitations/implications: The effect of the model’s ethnicity was beyond the scope of the experiment, and the brand attractiveness scale captured only one aspect of brand character, leaving other potential brand effects for future studies.

Practical implications: Companies can use obese models with no overall brand attractiveness penalty across markets and for marketing to women of all sizes. Given men’s negative reactions, such models might however be unsuitable for the male-to-female gift market.

Social implications: The results support the use of obese models, which can lead to greater representation of larger women in the media, and consequently, reduced fat stigma.

Originality/value: The study validates the theory of user imagery, and it extends the theory by examining how different target consumers react to user imagery traits and thus provides evidence for gender bias towards obese models.

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.

To shed some light on the subject, I have conducted two studies.

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.

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.

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.

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.

To shed some light on the subject, I have conducted two studies.

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.

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.

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.

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.

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.