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[{"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Jakonen, Nina", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2016-05-18T08:11:44Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2016-05-18T08:11:44Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2016", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1541583", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/49830", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n tutkimuksen tarkoituksena oli tarjota syv\u00e4llisemp\u00e4\u00e4 ymm\u00e4rryst\u00e4 kuluttajien ja heid\u00e4n lempibr\u00e4ndiens\u00e4 v\u00e4listen suhteiden luonteesta. Syvempi ymm\u00e4rrys auttaa organisaatioita rakentamaan ja kehitt\u00e4m\u00e4\u00e4n omia br\u00e4ndej\u00e4, sek\u00e4 ymm\u00e4rt\u00e4m\u00e4\u00e4n, mit\u00e4 kuluttajat tuntevat br\u00e4ndej\u00e4 kohtaan ja miksi.\r\n\r\nTutkimus keskittyi erityisesti kahteen eri suhdetyyppiin \u2013 interpersonaaliseen ja parasosiaaliseen \u2013 sek\u00e4 siihen, kumpaa n\u00e4ist\u00e4 suhdetyypeist\u00e4 tutkimus edustaa. Suhteita arvioitiin my\u00f6s br\u00e4ndihistorian, br\u00e4ndiuskollisuuden ja br\u00e4ndirakkauden k\u00e4sitteiden kautta. Tutkimuskysymykset olivat 1) liittyyk\u00f6 br\u00e4ndisuhteisiin interpersonaalisia piirteit\u00e4, 2) liittyyk\u00f6 br\u00e4ndisuhteisiin parasosiaalisia piirteit\u00e4, ja 3) kuinka br\u00e4ndihistoria, br\u00e4ndiuskollisuus ja br\u00e4ndirakkaus n\u00e4kyv\u00e4t br\u00e4ndisuhteissa?\r\n\r\nTutkimus toteutettiin puolistrukturoituina haastatteluina, ja tutkimusmateriaali analysoitiin sis\u00e4ll\u00f6nanalyysill\u00e4. Haastatteluiden keski\u00f6ss\u00e4 olivat tutkimuksen viisi p\u00e4\u00e4teemaa. Haastattelupohja perustui Fetscherinin ja Conway Dato-onin (2012) aikaisempaan tutkimukseen. Kuusi haastattelua toteutettiin sill\u00e4 linjauksella, ett\u00e4 jokaisen tuli valita yksi ruokabr\u00e4ndi, jonka pohjalta he vastasivat kysymyksiin. Kolme haastatelluista oli ruoka-alan ammattilaisia, ja loput kolme haastateltua olivat ruoasta kiinnostuneita siviilej\u00e4.\r\n\r\nT\u00e4m\u00e4n tutkimuksen br\u00e4ndisuhteet osoittautuivat olevan enemm\u00e4n interpersonaalisia kuin parasosiaalisia, ja br\u00e4ndihistorialla ja br\u00e4ndiuskollisuudella n\u00e4ytti olevan enemm\u00e4n vaikutusta br\u00e4ndisuhteisiin kuin br\u00e4ndirakkaudella. Br\u00e4ndiuskollisuus nousi vahvimmaksi teemaksi kaikkien haastateltujen keskuudessa. Suhteen olemassaolon my\u00f6nt\u00e4minen oli kuluttajille vaikeaa, mutta tutkimus osoitti, ett\u00e4 br\u00e4ndisuhteet ovat olemassa oleva ja hyvin elinvoimainen ilmi\u00f6, vaikka kuluttajat eiv\u00e4t niit\u00e4 helposti tunnistaisikaan tai puhuttelisi br\u00e4ndej\u00e4 kumppaneinaan.\r\n\r\nN\u00e4in ollen on t\u00e4rke\u00e4\u00e4, ett\u00e4 yritykset sis\u00e4llytt\u00e4isiv\u00e4t kuluttajat br\u00e4ndikulttuuriin ja kuuntelisivat heit\u00e4, sek\u00e4 t\u00e4ll\u00e4 tavalla varmistaisivat kuluttajien ja br\u00e4ndien v\u00e4listen suhteiden jatkuvuuden niiden voidessa saada aikaan br\u00e4ndikannattajuutta ja positiivista word-of-mouthia. Yritysten tulisi keskitty\u00e4 siihen, mit\u00e4 tapahtuu sen j\u00e4lkeen, kun kuluttaja ihastuu br\u00e4ndiin: heid\u00e4n on tiedett\u00e4v\u00e4 kuinka hallita suhdetta ja palvella sit\u00e4 parhaalla mahdollisella tavalla. Vaikka t\u00e4m\u00e4n tutkimuksen tulokset eiv\u00e4t ole yleistett\u00e4viss\u00e4, osoitti tutkimus, ett\u00e4 br\u00e4ndisuhteilla on enemm\u00e4n annettavaa yrityksille, ja ett\u00e4 niiss\u00e4 piilee viel\u00e4 paljon hy\u00f6dyllist\u00e4 tietoa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The purpose of this research was to offer deeper understanding of the nature of the relationships that consumers have with their favorite brands. The understanding helps organizations to build and develop their brands, and to understand how the consumers feel about their brands and why.\r\n\r\nThe focus of this research was especially in two different brand relationship types \u2013 interpersonal and parasocial \u2013 and that which type does this research\u2019s results represent. The relationships were also evaluated through the concepts of brand history, brand loyalty and brand love. The research questions were 1) are there any interpersonal attributes related to brand relationships, 2) are there any parasocial attributes related to brand relationships and 3) how do brand history, brand loyalty and brand love show in brand relationships?\r\n\r\nThe research was conducted with semi-structured in-depth interviews, and the research material was analysed by directed content analysis. In the center of the interviews were the five main themes of the research. The frame for the interview was based on Fetscherin and Conway Dato-on\u2019s (2012) previous research. Six interviews were conducted with an alignment that everyone had to choose one food brand according to which they answered the questions. Three of the interviewees were food professionals, and the other three civillians with an interest towards food.\r\n\r\nThe brand relationships of this research appeared to be more interpersonal than parasocial, and brand history and brand loyalty appeared to matter more on the relationships than brand love. Brand loyalty was the strongest theme amongst all interviewees. Admitting the existence of a relationship was hard for the consumers, but the research proved that the relationships exist and are a very virile phenomenon, even though the consumers don\u2019t easily identify them and speak about the brands as their partners. \r\n\r\nTherefore it is important for the companies to include the consumers in the brand culture and listen to them, and this way ensure the continuity of the consumer-brand relationships, as they might initiate brand advocacy and positive word-of-mouth. The companies should focus on what happens after a consumer infatuates with a brand: they need to know how to manage the relationships and serve them the best way they can. Even though the results of this research can\u2019t be generalized, the research showed that the brand relationships have more to give for the companies, and that there still is a lot of viable information to decipher.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Nina Jakonen (nijojako) on 2016-05-18 08:11:44.028554. 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 2016-05-18T08:11:44Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201605182601.pdf: 580798 bytes, checksum: 5214ba9bfb5783fc4601b125365bfb55 (MD5)\r\nlicense.html: 4830 bytes, checksum: 7829670b921ac5476340e4ae999ea3b2 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2016-05-18T08:11:44Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201605182601.pdf: 580798 bytes, checksum: 5214ba9bfb5783fc4601b125365bfb55 (MD5)\r\nlicense.html: 4830 bytes, checksum: 7829670b921ac5476340e4ae999ea3b2 (MD5)\r\n Previous issue date: 2016", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (87 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": "eng", "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": "interpersonal love", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "parasocial love", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand love", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand loyalty", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand history", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand relationships", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "The complex nature of brand relationships : interpersonal or parasocial love?", "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-201605182601", "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": "Viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Communication", "language": "en", "element": "contributor", "qualifier": 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