The complex nature of brand relationships interpersonal or parasocial love?

Tämän tutkimuksen tarkoituksena oli tarjota syvällisempää ymmärrystä kuluttajien ja heidän lempibrändiensä välisten suhteiden luonteesta. Syvempi ymmärrys auttaa organisaatioita rakentamaan ja kehittämään omia brändejä, sekä ymmärtämään, mitä kuluttajat tuntevat brändejä kohtaan ja miksi. Tutkimu...

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Main Author: Jakonen, Nina
Other Authors: Humanistinen tiedekunta, Faculty of Humanities, Viestintätieteiden laitos, Department of Communication, University of Jyväskylä, Jyväskylän yliopisto
Format: Master's thesis
Language:eng
Published: 2016
Subjects:
Online Access: https://jyx.jyu.fi/handle/123456789/49830
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author Jakonen, Nina
author2 Humanistinen tiedekunta Faculty of Humanities Viestintätieteiden laitos Department of Communication University of Jyväskylä Jyväskylän yliopisto
author_facet Jakonen, Nina Humanistinen tiedekunta Faculty of Humanities Viestintätieteiden laitos Department of Communication University of Jyväskylä Jyväskylän yliopisto Jakonen, Nina Humanistinen tiedekunta Faculty of Humanities Viestintätieteiden laitos Department of Communication University of Jyväskylä Jyväskylän yliopisto
author_sort Jakonen, Nina
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description Tämän tutkimuksen tarkoituksena oli tarjota syvällisempää ymmärrystä kuluttajien ja heidän lempibrändiensä välisten suhteiden luonteesta. Syvempi ymmärrys auttaa organisaatioita rakentamaan ja kehittämään omia brändejä, sekä ymmärtämään, mitä kuluttajat tuntevat brändejä kohtaan ja miksi. Tutkimus keskittyi erityisesti kahteen eri suhdetyyppiin – interpersonaaliseen ja parasosiaaliseen – sekä siihen, kumpaa näistä suhdetyypeistä tutkimus edustaa. Suhteita arvioitiin myös brändihistorian, brändiuskollisuuden ja brändirakkauden käsitteiden kautta. Tutkimuskysymykset olivat 1) liittyykö brändisuhteisiin interpersonaalisia piirteitä, 2) liittyykö brändisuhteisiin parasosiaalisia piirteitä, ja 3) kuinka brändihistoria, brändiuskollisuus ja brändirakkaus näkyvät brändisuhteissa? Tutkimus toteutettiin puolistrukturoituina haastatteluina, ja tutkimusmateriaali analysoitiin sisällönanalyysillä. Haastatteluiden keskiössä olivat tutkimuksen viisi pääteemaa. Haastattelupohja perustui Fetscherinin ja Conway Dato-onin (2012) aikaisempaan tutkimukseen. Kuusi haastattelua toteutettiin sillä linjauksella, että jokaisen tuli valita yksi ruokabrändi, jonka pohjalta he vastasivat kysymyksiin. Kolme haastatelluista oli ruoka-alan ammattilaisia, ja loput kolme haastateltua olivat ruoasta kiinnostuneita siviilejä. Tämän tutkimuksen brändisuhteet osoittautuivat olevan enemmän interpersonaalisia kuin parasosiaalisia, ja brändihistorialla ja brändiuskollisuudella näytti olevan enemmän vaikutusta brändisuhteisiin kuin brändirakkaudella. Brändiuskollisuus nousi vahvimmaksi teemaksi kaikkien haastateltujen keskuudessa. Suhteen olemassaolon myöntäminen oli kuluttajille vaikeaa, mutta tutkimus osoitti, että brändisuhteet ovat olemassa oleva ja hyvin elinvoimainen ilmiö, vaikka kuluttajat eivät niitä helposti tunnistaisikaan tai puhuttelisi brändejä kumppaneinaan. Näin ollen on tärkeää, että yritykset sisällyttäisivät kuluttajat brändikulttuuriin ja kuuntelisivat heitä, sekä tällä tavalla varmistaisivat kuluttajien ja brändien välisten suhteiden jatkuvuuden niiden voidessa saada aikaan brändikannattajuutta ja positiivista word-of-mouthia. Yritysten tulisi keskittyä siihen, mitä tapahtuu sen jälkeen, kun kuluttaja ihastuu brändiin: heidän on tiedettävä kuinka hallita suhdetta ja palvella sitä parhaalla mahdollisella tavalla. Vaikka tämän tutkimuksen tulokset eivät ole yleistettävissä, osoitti tutkimus, että brändisuhteilla on enemmän annettavaa yrityksille, ja että niissä piilee vielä paljon hyödyllistä tietoa. 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. The focus of this research was especially in two different brand relationship types – interpersonal and parasocial – and that which type does this research’s 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? The 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’s (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. The 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’t easily identify them and speak about the brands as their partners. Therefore 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’t 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.
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spellingShingle Jakonen, Nina The complex nature of brand relationships : interpersonal or parasocial love? interpersonal love parasocial love brand love brand loyalty brand history brand relationships Yhteisöviestintä Organizational Communication 3131 brändit kuluttajat uskollisuus rakkaus
title The complex nature of brand relationships : interpersonal or parasocial love?
title_full The complex nature of brand relationships : interpersonal or parasocial love?
title_fullStr The complex nature of brand relationships : interpersonal or parasocial love? The complex nature of brand relationships : interpersonal or parasocial love?
title_full_unstemmed The complex nature of brand relationships : interpersonal or parasocial love? The complex nature of brand relationships : interpersonal or parasocial love?
title_short The complex nature of brand relationships
title_sort complex nature of brand relationships interpersonal or parasocial love
title_sub interpersonal or parasocial love?
title_txtP The complex nature of brand relationships : interpersonal or parasocial love?
topic interpersonal love parasocial love brand love brand loyalty brand history brand relationships Yhteisöviestintä Organizational Communication 3131 brändit kuluttajat uskollisuus rakkaus
topic_facet 3131 Organizational Communication Yhteisöviestintä brand history brand love brand loyalty brand relationships brändit interpersonal love kuluttajat parasocial love rakkaus uskollisuus
url https://jyx.jyu.fi/handle/123456789/49830 http://www.urn.fi/URN:NBN:fi:jyu-201605182601
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