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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Perttula, Eemil", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Uuttu, Vilma", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-18T11:37:12Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-18T11:37:12Z", "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/123456789/103744", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimuksen tarkoituksena oli tarkastella pikamuodin ja vastuullisen muodin \nbr\u00e4ndistrategioiden keskeisi\u00e4 piirteit\u00e4, niiden vaikutuksia kuluttajak\u00e4ytt\u00e4ytymi\nseen sek\u00e4 sit\u00e4, kuinka n\u00e4m\u00e4 strategiat heijastavat kuluttajien arvoja ja odotuksia \nosana muuttuvaa kulutuskulttuuria. Aihe on ajankohtainen, sill\u00e4 vastuullisuutta \nkorostavat kulutustavat ovat yleistyneet, mutta samalla kuluttajien suhtautu\nmista muotibr\u00e4ndien br\u00e4ndiviestint\u00e4\u00e4n on tutkittu verrattain v\u00e4h\u00e4n erityisesti \nk\u00e4yt\u00e4nn\u00f6n br\u00e4ndistrategioiden n\u00e4k\u00f6kulmasta. \nTavoitteena oli ymm\u00e4rt\u00e4\u00e4, miten br\u00e4ndistrategian ja -viestinn\u00e4n keinot vaikutta\nvat kuluttajien suhtautumiseen muotibr\u00e4ndeihin. Tutkimus toteutettiin laadul\nlisena tutkimuksena, ja aineisto ker\u00e4ttiin puolistrukturoiduin teemahaastatte\nluin. Haastatteluihin osallistui viidentoista kuluttajan lis\u00e4ksi yhden suomalaisen \nvastuullisen muotiyrityksen edustaja. \nTulokset osoittavat, ett\u00e4 vastuullisuus ei yksin\u00e4\u00e4n ohjaa ostop\u00e4\u00e4t\u00f6ksi\u00e4, vaikka se \nn\u00e4hd\u00e4\u00e4n t\u00e4rke\u00e4n\u00e4. K\u00e4yt\u00e4nn\u00f6n tekij\u00e4t vaikuttavat valintoihin, mutta vastuullis\nten br\u00e4ndien koettu aitous, l\u00e4pin\u00e4kyvyys ja arvopohjainen viestint\u00e4 voivat vah\nvistaa kuluttajien luottamusta. \nBr\u00e4ndistrategioiden erot n\u00e4kyv\u00e4t siin\u00e4, kuinka johdonmukaisesti vastuullisuus \non integroitu yrityksen toimintaan ja viestint\u00e4\u00e4n. Strateginen yhten\u00e4isyys tukee \nbr\u00e4ndiuskollisuutta, kun taas irralliseksi j\u00e4\u00e4v\u00e4 vastuullisuusviestint\u00e4 voi heiken\nt\u00e4\u00e4 uskottavuutta.", "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 2025-06-18T11:37:12Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-18T11:37:12Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "68", "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-NC-ND 4.0", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Pikamuodin ja vastuullisen muodin br\u00e4ndistrategiaerojen vaikutus kuluttajan ostop\u00e4\u00e4t\u00f6kseen", "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-202506185533", "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-nc-nd/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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