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[{"key": "dc.contributor.advisor", "value": "Stolp, Eveliina", "language": null, "element": "contributor", "schema": "dc", "qualifier": "advisor"}, {"key": "dc.contributor.author", "value": "Skytt\u00e4, Matias", "language": null, "element": "contributor", "schema": "dc", "qualifier": "author"}, {"key": "dc.date.accessioned", "value": "2025-05-16T06:17:31Z", "language": null, "element": "date", "schema": "dc", "qualifier": "accessioned"}, {"key": "dc.date.available", "value": "2025-05-16T06:17:31Z", "language": null, "element": "date", "schema": "dc", "qualifier": "available"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "schema": "dc", "qualifier": "issued"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/102051", "language": null, "element": "identifier", "schema": "dc", "qualifier": "uri"}, {"key": "dc.description.abstract", "value": "Musiikin hy\u00f6dynt\u00e4minen myym\u00e4l\u00e4ymp\u00e4rist\u00f6ss\u00e4 br\u00e4ndinrakennuksen tukena on \u00e4\u00e4rimm\u00e4isen ajankohtainen tutkimusaihe. Kilpailussa verkkokauppoja vastaan, fyysisen toimintaymp\u00e4rist\u00f6n br\u00e4ndinrakennuksen merkitys ja ymm\u00e4rrys asiakkaiden vaatimusten muutoksista on viime vuosina noussut entist\u00e4 suurempaan arvoon. Erityisesti muotiliikkeiss\u00e4, joissa ostaminen liittyy usein itsens\u00e4 toteuttamiseen ja el\u00e4myshakuisuuteen, br\u00e4ndin rakentaminen tunne- eli affektiivisen tason kautta on keskeist\u00e4. Taustamusiikki n\u00e4ytt\u00e4ytyy t\u00e4ss\u00e4 kokonaisuudessa vahvana ty\u00f6kaluna. Se kykenee s\u00e4\u00e4telem\u00e4\u00e4n tunteita, luomaan yhteyksi\u00e4 asiakkaaseen ja vahvistamaan positiivisia br\u00e4ndimielikuvia.\nTutkielmani on toteutukseltaan narratiivinen kirjallisuuskatsaus, joka pyrkii hahmottamaan, miten ja miss\u00e4 taustamusiikilla voidaan tukea muotiliikkeen br\u00e4ndinrakennusta. Aineistona toimi aiempi kansainv\u00e4linen tutkimuskirjallisuus musiikkipsykologiasta, markkinoinnista ja br\u00e4ndinrakennuksesta. Pyrin ty\u00f6ss\u00e4ni yhdistelem\u00e4\u00e4n ja vertaamaan tutkimuslinjoja musiikin tunnevaikutuksista asiakask\u00e4ytt\u00e4ytymiseen ja sit\u00e4 kautta br\u00e4ndinrakennukseen.\nTutkielmassa selvisi, ett\u00e4 onnistunut taustamusiikin k\u00e4ytt\u00f6 myym\u00e4l\u00e4ymp\u00e4rist\u00f6ss\u00e4 voi syvent\u00e4\u00e4 asiakassuhteita, lis\u00e4t\u00e4 asiakastyytyv\u00e4isyytt\u00e4 ja tukea br\u00e4ndin erottumista kilpailijoista. Koska br\u00e4ndin arvo nykyisess\u00e4 \u00e4\u00e4rimm\u00e4isen kilpaillussa markkinatilanteessa on tutkimusten mukaan niin keskeinen, voi tutkielmani tarjota muotiliikkeille arvokasta dataa br\u00e4ndin kosketuspisteiden yhten\u00e4ist\u00e4misen merkityksest\u00e4. Motivaatio tutkimukseen tulee henkil\u00f6kohtaisesta halusta s\u00e4ilytt\u00e4\u00e4 fyysiset toimintaymp\u00e4rist\u00f6t kilpailukykyisin\u00e4, koska taloudellisen toimeliaisuuden lis\u00e4ksi niill\u00e4 on merkityst\u00e4 kest\u00e4v\u00e4n kehityksen tavoitteiden kannalta.", "language": "fi", "element": "description", "schema": "dc", "qualifier": "abstract"}, {"key": "dc.description.abstract", "value": "", "language": "en", "element": "description", "schema": "dc", "qualifier": "abstract"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2025-05-16T06:17:31Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "schema": "dc", "qualifier": "provenance"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-05-16T06:17:31Z (GMT). No. of bitstreams: 0\n Previous issue date: 2025", "language": "en", "element": "description", "schema": "dc", "qualifier": "provenance"}, {"key": "dc.format.extent", "value": "27", "language": null, "element": "format", "schema": "dc", "qualifier": "extent"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "schema": "dc", "qualifier": "iso"}, {"key": "dc.rights", "value": "In Copyright", "language": null, "element": "rights", "schema": "dc", "qualifier": null}, {"key": "dc.subject.other", "value": "muotiliike", "language": null, "element": "subject", "schema": "dc", "qualifier": "other"}, {"key": "dc.subject.other", "value": "br\u00e4ndinrakennus", "language": null, "element": "subject", "schema": "dc", "qualifier": "other"}, {"key": "dc.subject.other", "value": "affektiivinen br\u00e4ndinrakennus", "language": null, "element": "subject", "schema": "dc", "qualifier": "other"}, {"key": "dc.title", "value": "Taustamusiikin k\u00e4ytt\u00f6 muotiliikkeen br\u00e4ndinrakennuksessa", "language": null, "element": "title", "schema": "dc", "qualifier": null}, {"key": "dc.type", "value": "bachelor thesis", "language": null, "element": "type", "schema": "dc", "qualifier": null}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202505164292", "language": null, "element": "identifier", "schema": "dc", "qualifier": "urn"}, {"key": "dc.contributor.faculty", "value": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "schema": "dc", "qualifier": "faculty"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "schema": "dc", "qualifier": "faculty"}, {"key": "dc.contributor.department", "value": "Musiikin, taiteen ja kulttuurin tutkimuksen laitos", "language": "fi", "element": "contributor", "schema": "dc", "qualifier": "department"}, {"key": "dc.contributor.department", "value": "Department of Music, Art and Culture Studies", "language": "en", "element": "contributor", "schema": "dc", "qualifier": "department"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": null, "element": "contributor", "schema": "dc", "qualifier": "organization"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": null, "element": "contributor", "schema": "dc", "qualifier": "organization"}, {"key": "dc.subject.discipline", "value": "Musiikkikasvatus", "language": "fi", "element": "subject", "schema": "dc", "qualifier": "discipline"}, {"key": "dc.subject.discipline", "value": "Music Education", "language": "en", "element": "subject", "schema": "dc", "qualifier": "discipline"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_7a1f", "language": null, "element": "type", "schema": "dc", "qualifier": "coar"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": "fi", "element": "rights", "schema": "dc", "qualifier": "copyright"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "schema": "dc", "qualifier": "accesslevel"}, {"key": "dc.type.publication", "value": "bachelorThesis", "language": null, "element": "type", "schema": "dc", "qualifier": "publication"}, {"key": "dc.subject.yso", "value": "asiakaskokemus", "language": null, "element": "subject", "schema": "dc", "qualifier": "yso"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "schema": "dc", "qualifier": "yso"}, {"key": "dc.subject.yso", "value": "musiikki", "language": null, "element": "subject", "schema": "dc", "qualifier": "yso"}, {"key": "dc.subject.yso", "value": "br\u00e4nd\u00e4ys", "language": null, "element": "subject", "schema": "dc", "qualifier": "yso"}, {"key": "dc.subject.yso", "value": "myym\u00e4l\u00e4t", "language": null, "element": "subject", "schema": "dc", "qualifier": "yso"}, {"key": "dc.subject.yso", "value": "taustamusiikki", "language": null, "element": "subject", "schema": "dc", "qualifier": "yso"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "schema": "dc", "qualifier": "url"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "schema": "dc", "qualifier": "accessibilityfeature"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "schema": "dc", "qualifier": "accessibilityfeature"}]
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