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[{"key": "dc.contributor.advisor", "value": "Kemppainen, Tiina", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Yli-Hemminki, Eveliina", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-06T09:28:36Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-06T09:28:36Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/103172", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Muotimaailmassa v\u00e4hemm\u00e4n tutkittu ilmi\u00f6 br\u00e4ndien sukupuoliroolien taivuttamisesta ja t\u00e4t\u00e4 kautta br\u00e4ndiin teht\u00e4v\u00e4 laajennus on alkanut levit\u00e4 br\u00e4ndien parissa. T\u00e4ss\u00e4 tutkimuksessa ilmi\u00f6t\u00e4 tutkittiin miestenvaatebr\u00e4ndien kautta, keskittyen erityisesti naisten br\u00e4ndimielikuvaan miestenvaatebr\u00e4ndeist\u00e4, jotka taivuttavat sukupuolirooleja. Tutkimuksessa haluttiin saada lis\u00e4tietoa, miten naiset kokevat sukupuoliroolien taivuttamisen ilmi\u00f6n\u00e4, millainen br\u00e4ndimielikuva t\u00e4llaisista br\u00e4ndeist\u00e4 muodostuu, sek\u00e4 millaisia odotuksia haastateltavilla on muodin tulevaisuutta ajatellen.\n Tutkimuksen haastatteluosiot toteutettiin tammi-helmikuussa 2025 k\u00e4ytt\u00e4en menetelm\u00e4n\u00e4 puolistrukturoituja yksil\u00f6haastatteluja, joihin haastattelukysymykset teemoiteltiin kolmen tutkittavan p\u00e4\u00e4teeman ymp\u00e4rille; br\u00e4ndien sukupuoliroolien taivuttaminen, br\u00e4ndimielikuva sukupuoliroolien taivutusta tekevist\u00e4 br\u00e4ndeist\u00e4 sek\u00e4 tulevaisuus vaatealalla sukupuolikontekstissa. Laadullinen tutkimus valikoitui menetelm\u00e4tavaksi, jotta yhdeks\u00e4lt\u00e4 haastateltava voitaisiin saada syv\u00e4llist\u00e4 tietoa uuteen ilmi\u00f6\u00f6n liittyen. Tulokset analysoitiin abduktiivisella menetelm\u00e4ll\u00e4, jossa teoriaosiota k\u00e4ytet\u00e4\u00e4n tuloksien tulkinnan taustalla.\n Tulososiossa selvisi, ett\u00e4 sukupuoliroolien taivutus miestenvaatebr\u00e4ndeiss\u00e4 koetaan kuluttajien keskuudessa p\u00e4\u00e4osin positiivisena, jos toteutus on uskottava ja br\u00e4ndin arvoihin sopiva. Onnistuneessa br\u00e4ndilaajennuksessa korostuivat tasa-arvon edist\u00e4minen, autenttinen viestint\u00e4 sek\u00e4 laadukas suunnittelu. Ep\u00e4johdonmukainen tai pelkk\u00e4\u00e4n kaupalliseen hy\u00f6tyyn perustuva l\u00e4hestymistapa koettiin br\u00e4ndin arvoa heikent\u00e4v\u00e4n\u00e4. Markkinoinnin n\u00e4kyvyys ja viestinn\u00e4n kohdentaminen n\u00e4htiin t\u00e4rkein\u00e4 naiskuluttajien tavoittamisessa. Tulevaisuuden kehityssuuntina n\u00e4htiin unisex-muodin kasvu ja mahdollinen markkinoiden polarisaatio.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2025-06-06T09:28:36Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-06T09:28:36Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "53", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "CC BY 4.0", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Vaatebr\u00e4ndien sukupuoliroolien taivuttaminen - vaikutus kuluttajien br\u00e4ndimielikuviin", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202506064978", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://creativecommons.org/licenses/by/4.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}]
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