............................................................................................................................. 62 IX. Appendix ...................................................................................................................................... A a. Sent Consent Letter .....................................................................................................................................A b. Short Questionnaire - Interviews .........................................................................................................B c. Interview Questions - Face-to-Face Interviews..............................................................................B d. Results Questionnaire ................................................................................................................................ C e. Codebook - Qualitative Content Analysis ......................................................................................... D f. Interview Transcripts Example 1 ..........................................................................................................R g. Interview Transcripts Example 2 ..........................................................................................................V h. Interview Transcripts Example 3 .......................................................................................................... Z i. Interview Transcripts Example 4 ....................................................................................................... CC j. Supportive Quantified Findings ..........................................................................................................GG VI

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1. Your Age ☐ <18 ☐ 40-49 ☐ 18-29 ☐ 50-59 ☐ 30-39 ☐ >60 2. Gender ☐ Female ☐ Male ☐ Diverse 3. Did you buy the Kånken backpack of Fjällräven? ☐ Yes ☐ No ☐ It was a gift. ☐ other 4. Did you buy this backpack for yourself? ☐ Yes ☐ No 5. Is this Kånken backpack your first product of the brand Fjällräven? ☐ Yes ☐ No 6. How satisfied are you with the Kånken backpack? 0 very disappointed O.K. 50 very satisfied 100

7. How interested is hiking and camping for you? 0 no interest at all sometimes 50 highly interested 100 c. Interview Questions - Face-to-Face Interviews

1. How did you hear about the Kånken backpack? 1.1. Was it via an offline or online channel that you got aware of the Kånken backpack? 1.2. Did someone recommend the Kånken backpack? 1.3. How was the relationship to this person? 2. What were your purchase motives for buying the Kånken backpack? 2.1. Why do you think is the Kånken backpack successful? 2.2. What do you like about this Kånken backpack? Any functional or emotional benefits? 3. When are you using your Kånken backpack? 4. What is your brand perception of Fjällräven? 4.1. What words would you use to describe the brand Fjällräven? 4.2. Can you identify yourself with the brand Fjällräven? 4.3. Do you have similarities or a connection to the brand? 5. Do you have general purchasing factors which have to be fulfilled when buying fashion products? 5.1. Did those purchasing factors change in terms of Kånken? B

5.2. Do you like to try new fashion brands in general? 6. How would you describe your lifestyle? 6.1. What are your hobbies/ interests? 6.2. Are you interested in fashion? 6.3. Do you try to keep up with every new fashion trend? 7. What brands do you actually buy or prefer in fashion? 7.1. Do you have a favourite fashion/ clothing brand? 8. Have you heard about the Kånken Essentials of Fjällräven? 8.1. Would you buy products of this Kånken Essentials line? d. Results Questionnaire

No. Interview 1. 2. 3. 4. 5. 6. 7. Part. duration 3 21:00 18-29 female ✓ ✓ ✓ 80 3 4 13:00 18-29 female ✓ ✓ ✓ 80 45 7 15:00 18-29 female ✓ ✓ ✓ 60 20 9 12:30 18-29 female ✓ ✓ ✓ 75 30 11 15:00 18-29 female ✓ ✓ ✓ 80 50 12 21:00 18-29 male ✓ ✓ ✓ 85 50 15 11:30 18-29 female ✓ ✓ ✓ 100 20 16 10:30 18-29 female ✓ ✓ ✓ 75 40 17 10:00 18-29 female ✓ ✓ ✓ 100 40 18 17:00 18-29 female ✓ ✓ ✓ 90 70 Ø Ø Ø 14:39 83 37