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[{"key": "dc.contributor.advisor", "value": "Lepp\u00e4niemi, Matti", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Pitkonen, Roni", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kjellberg, Viljami", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-19T12:03:11Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-19T12:03:11Z", "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/123456789/103818", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n pro gradu -tutkielman tarkoituksena on tarkastella, miten sponsorisuhde vaikuttaa urheiluseuran ja sponsoriyrityksen br\u00e4ndi-identiteetteihin. Tutkimus keskittyy amerikkalaisen jalkapallon kontekstiin Suomessa, jossa urheiluseurat ovat usein taloudellisesti riippuvaisia sponsoroinnista ja yritykset puolestaan hakevat n\u00e4kyvyytt\u00e4 ja arvoihin perustuvaa br\u00e4ndin vahvistusta. Teoreettinen viitekehys rakentuu Urden (2013) br\u00e4ndi-identiteettimatriisin (CBIM) ymp\u00e4rille. CBIM:n hy\u00f6dynt\u00e4minen tarjoaa kokonaisvaltaisen n\u00e4kemyksen br\u00e4ndi-identiteetin ulkoisista ja sis\u00e4isist\u00e4 elementeist\u00e4. T\u00e4st\u00e4 muodostuivat tutkimuksen teemat: suhteet, persoonallisuus, kulttuuri ja ilmaisu, joiden avulla tarkastellaan sponsorisuhteen vaikutuksia molempien osapuolten br\u00e4ndiin.\n\nTutkimus toteutettiin laadullisena tutkimuksena ja sen aineisto ker\u00e4ttiin puolistrukturoiduilla teemahaastatteluilla. Tutkimuksen haastateltavina olivat edustajat kahdesta suomalaisesta amerikkalaisen jalkapallon seurasta, Porvoon Butchersista ja Sein\u00e4joki Crocodilesista, sek\u00e4 n\u00e4iden seurojen sponsoriyrityksist\u00e4. Aineiston analyysi pohjautui teemoitteluun Urden (2013) br\u00e4ndi-identiteettimatriisia mukaillen.\n\nTulokset osoittavat, ett\u00e4 sponsorisuhteella on molemminpuolinen vaikutus br\u00e4ndi-identiteettiin, mutta vaikutukset ilmenev\u00e4t eri painotuksin. Sponsorisuhteen osapuolten viestinn\u00e4n t\u00e4rkeys nousi my\u00f6s esiin t\u00e4rke\u00e4n\u00e4 tekij\u00e4n\u00e4. Lis\u00e4ksi tutkimuksessa nousi esiin uusi teema: yhteiskunnallinen vaikutus osana br\u00e4ndi-identiteetti\u00e4. Tutkielma tarjoaa uutta tietoa sponsorisuhteen molemminpuolisista vaikutuksista ja tukee urheilumarkkinoinnin strategista kehitt\u00e4mist\u00e4 my\u00f6s marginaalilajien kontekstissa.", "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 2025-06-19T12:03:11Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-19T12:03:11Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "78", "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": "Urheiluseuran ja yrityksen sponsorisuhde: Vaikutukset osapuolten br\u00e4ndi-identiteetteihin", "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-202506195597", "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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