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[{"key": "dc.contributor.advisor", "value": "Tuuri, Kai", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Nieminen, Tommi", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2015-11-24T09:40:44Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2015-11-24T09:40:44Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2015", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1504519", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/47799", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4ss\u00e4 tutkimuksessa tarkasteltiin \u00e4\u00e4nilogojen havaitsemista ja niiden viestinn\u00e4llist\u00e4 potentiaalia \u00e4\u00e4nibr\u00e4nd\u00e4yksen kontekstissa. \u00c4\u00e4nilogo on k\u00e4sitteen\u00e4 melko uusi ja sill\u00e4 tarkoitetaan visuaalista logoa vastaavaa tilausteoksena tuotettua lyhytt\u00e4 \u00e4\u00e4nellist\u00e4 tunnistetta, jota organisaatiot voivat hy\u00f6dynt\u00e4\u00e4 viestinn\u00e4ss\u00e4\u00e4n hyvin erilaisissa viestint\u00e4kanavissa ja ymp\u00e4rist\u00f6iss\u00e4. Tutkimuksessa pyrittiin sek\u00e4 kartoittamaan \u00e4\u00e4nilogojen havaitsemista yleisell\u00e4 tasolla ett\u00e4 problematisoimaan \u00e4\u00e4nibr\u00e4nd\u00e4ysalan toimijoiden olettamusta siit\u00e4, ett\u00e4 \u00e4\u00e4nilogot voivat onnistuneesti v\u00e4litt\u00e4\u00e4 tiettyj\u00e4 ominaisuuksia edustamastaan br\u00e4ndist\u00e4. Lis\u00e4ksi selvitettiin erityisesti sit\u00e4, mill\u00e4 tavoin br\u00e4ndikonteksti eli tietoisuus \u00e4\u00e4nilogosta ja sen edustamasta yrityksest\u00e4 vaikuttaa merkityksiin ja mielikuviin, joita \u00e4\u00e4nilogot synnytt\u00e4v\u00e4t kuulijoissa.\r\n\r\nTutkimus suoritettiin kyselyn\u00e4, johon sis\u00e4ltyi viiden yritysbr\u00e4ndin \u00e4\u00e4nilogon kuuntelu. Kokeessa yhteens\u00e4 26:tta vastaajaa pyydettiin kuvailemaan kuulemiaan \u00e4\u00e4nilogoja assosiaatioita listaamalla ja adjektiiviparien avulla sek\u00e4 arvioimaan yritysten br\u00e4ndiominaisuuksista kootun adjektiivilistan sopivuutta kuvaamaan \u00e4\u00e4nilogoja. Jotta voitiin tarkastella br\u00e4ndikontekstin vaikutusta koehenkil\u00f6iden vastauksiin, vastaajat jaettiin kahteen samansuuruiseen p\u00e4\u00e4ryhm\u00e4\u00e4n: \u201cdebr\u00e4nd\u00e4ttyyn\u201d ja \u201cbr\u00e4nditietoiseen\u201d. Ryhm\u00e4t erotti toisistaan j\u00e4lkimm\u00e4isen ryhm\u00e4n tietoisuus \u00e4\u00e4nilogoista ja niiden br\u00e4ndikontekstista eli siit\u00e4, mit\u00e4 yrityst\u00e4 \u00e4\u00e4nilogot edustavat.\r\n\r\nKuuntelukokeen vastaukset analysoitiin aineistol\u00e4ht\u00f6isen sis\u00e4ll\u00f6nanalyysin ja aineiston kvantifioinnin keinoin sek\u00e4 m\u00e4\u00e4r\u00e4llisen aineiston keskiarvojen vertailulla. Assosiaatioiden analyysin perusteella kuulijat assosioivat \u00e4\u00e4nilogot useimmiten liikkeeseen, tunnemerkityksiin, luontoon ja s\u00e4\u00e4h\u00e4n. Br\u00e4ndikontekstin vaikutus n\u00e4kyi l\u00e4hinn\u00e4 kuulijoiden listaamissa assosiaatioissa, mutta muuten ryhmien vastaukset olivat kesken\u00e4\u00e4n hyvin samanlaisia. \u00c4\u00e4nilogojen v\u00e4lill\u00e4 oli varsin suurta vaihtelua kuulijoiden kuvausten ja tuottajien kuvausten vastaavuudessa. \u00c4\u00e4nilogojen viestint\u00e4potentiaalia osoitti kuitenkin erityisesti se, ett\u00e4 kuulijat osasivat yhdist\u00e4\u00e4 br\u00e4ndiominaisuuksia niit\u00e4 viestineisiin \u00e4\u00e4nilogoihin riippumatta siit\u00e4, kuultiinko \u00e4\u00e4nilogot ilman br\u00e4ndikontekstia vai br\u00e4ndikontekstin kanssa.\r\n\r\nTulokset eiv\u00e4t tarjonneet kaiken kattavaa yleist\u00e4misen mahdollisuutta, vaan olivat pikemminkin suuntaa-antavia \u00e4\u00e4nilogojen merkityksi\u00e4 tutkittaessa. Erityisesti br\u00e4ndikontekstin vaikutuksen tarkastelun osalta \u00e4\u00e4nilogoanalyysien voitiin olettaa toimivan esimerkkitapauksina my\u00f6hemmille tutkimuksille, sill\u00e4 monilta osin viel\u00e4 kartoittamattomana tutkimuskohteena \u00e4\u00e4nilogoista ei vastaavaa vertailua tiett\u00e4v\u00e4sti ollut aiemmin tehty.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Tommi Nieminen (totopeni) on 2015-11-24 09:40:43.700841. Form: Pro gradu -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake). JyX data: [jyx_publishing-allowed (fi) =True]", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2015-11-24T09:40:44Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201511243780.pdf: 1935458 bytes, checksum: b7ca1bb0fdfa736ee48b1b00427feb41 (MD5)\r\nlicense.html: 4848 bytes, checksum: 47060307a59fe63e322599dfd5f97938 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2015-11-24T09:40:44Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201511243780.pdf: 1935458 bytes, checksum: b7ca1bb0fdfa736ee48b1b00427feb41 (MD5)\r\nlicense.html: 4848 bytes, checksum: 47060307a59fe63e322599dfd5f97938 (MD5)\r\n Previous issue date: 2015", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (88 sivua)", "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": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "\u00e4\u00e4nibr\u00e4nd\u00e4ys", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "\u00e4\u00e4nilogo", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Soiko yritysbr\u00e4ndi? : kuuntelukontekstin vaikutus \u00e4\u00e4nilogojen v\u00e4litt\u00e4miin merkityksiin", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.title.alternative", "value": "Kuuntelukontekstin vaikutus \u00e4\u00e4nilogojen v\u00e4litt\u00e4miin merkityksiin", "language": null, "element": "title", "qualifier": "alternative", "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-201511243780", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Musiikin laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Music", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Musiikkitiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Musicology", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2015-11-24T09:40:44Z", "language": "", "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": "fi", "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "3051", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritykset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4nd\u00e4ys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointiviestint\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainosmusiikki", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "musiikki", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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