| # | Concept | Culture | Statement | Freq. |
|---|---|---|---|---|
| 1 | athlete endorsements | Sweden | Athlete endorsements are not as prevalent in marketing, and there is less focus on using athletes as brand ambassadors. | 1 |
| 2 | endorsements | Sweden | Emphasis on transparency and ethical guidelines in endorsements, with regulations to minimize deceptive practices | 1 |
| 3 | political endorsements | Sweden | Have minimal impact on election outcomes | 1 |
| 4 | political endorsements | Sweden | Tribal or clan leaders' endorsements are not a significant factor in political decision-making | 1 |
| 5 | product endorsements | Sweden | Celebrity endorsements are viewed with skepticism, and consumers may value honesty and transparency over endorsements from public figures. | 1 |