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[{"key": "dc.contributor.advisor", "value": "Munnukka Juha", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Jylh\u00e4-Ollila, Heidi", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2017-06-01T05:05:52Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2017-06-01T05:05:52Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2017", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1702441", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/54228", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n tutkimuksen tavoitteena oli tutkia br\u00e4ndin persoonallisuuden roolia\r\nsamaistumisessa ja uskollisuudessa. Tutkimuksen kohteena oli automerkki Audi, koska\r\noli mielenkiintoista tutkia br\u00e4ndin persoonallisuutta autoalan kontekstissa.\r\nTutkimuksen aluksi k\u00e4yd\u00e4\u00e4n l\u00e4pi br\u00e4ndin persoonallisuuden teoriaa sek\u00e4\r\naikaisempia tutkimuksia br\u00e4ndiin samaistumiseen ja uskollisuuteen liittyen. Aiempien\r\nteorioiden pohjalta muodostettiin tutkimusmalli ja hypoteesit. Hypoteeseja testattiin\r\ntutkimuksen empiirisess\u00e4 osiossa.\r\nTutkimuksen empiirinen osio toteutettiin m\u00e4\u00e4r\u00e4llisen\u00e4 kyselytutkimuksena.\r\nKyselyll\u00e4 kartoitettiin vastaajien mielikuvia Audin br\u00e4ndin persoonallisuudesta,\r\nsamaistumisesta Audiin sek\u00e4 uskollisuudesta Audia kohtaan. Tutkimuksen tulokset\r\ntukevat aiempia teoreettisia malleja kohtuullisesti. Br\u00e4ndin persoonallisuuden\r\nulottuvuudet esiintyiv\u00e4t Audin osalta hieman eri tavalla kuin br\u00e4ndin\r\npersoonallisuusteorian kehitt\u00e4neen Aakerin (1997) mallissa. T\u00e4ss\u00e4 tutkimuksessa\r\nmuodostui uusi ulottuvuus vieh\u00e4tt\u00e4vyys, joka irtautui hienostuneisuus-ulottuvuudesta.\r\nTutkimuksen johtop\u00e4\u00e4t\u00f6s on se, ett\u00e4 hypoteesit saivat tukea. Br\u00e4ndin\r\npersoonallisuudella on rooli siihen samaistumisessa ja uskollisuudessa. T\u00e4ss\u00e4\r\ntutkimuksessa muodostetuista br\u00e4ndin persoonallisuuden ulottuvuuksista\r\nsamaistumista aiheuttaa eniten vilpitt\u00f6myys, hienostuneisuus ja vieh\u00e4tt\u00e4vyys. Uskollisuus\r\ntapahtuu puolestaan nimenomaan samaistuminen kautta. Sukupuolten v\u00e4lisi\u00e4 eroja\r\ntestattiin my\u00f6s, mutta miesten ja naisten v\u00e4lill\u00e4 ei n\u00e4hty eroja br\u00e4ndin\r\npersoonallisuuden, samaistumisen ja uskollisuuden kokemisessa.\r\nTutkimuksen rajoitteena oli tutkimusjoukon yksipuolisuus, sill\u00e4 se tavoitettiin\r\ntutkijan omien sosiaalisen median kanavien kautta. Kyselyyn vastasi kuitenkin yhteens\u00e4\r\n81 henkil\u00f6\u00e4, joten t\u00e4m\u00e4n perusteella voidaan sanoa tutkimustulosten olevan jokseenkin\r\nyleistett\u00e4viss\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Heidi Jylh\u00e4-Ollila (henimaku) on 2017-06-01 05:05:52.059907. 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 2017-06-01T05:05:52Z\nNo. of bitstreams: 2\nURN:NBN:fi:jyu-201706012609.pdf: 519264 bytes, checksum: 9f02477e00f32b8a83a8174b057324ca (MD5)\nlicense.html: 4856 bytes, checksum: e38617b7283a805cbbff004fd5bb9272 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2017-06-01T05:05:52Z (GMT). No. of bitstreams: 2\nURN:NBN:fi:jyu-201706012609.pdf: 519264 bytes, checksum: 9f02477e00f32b8a83a8174b057324ca (MD5)\nlicense.html: 4856 bytes, checksum: e38617b7283a805cbbff004fd5bb9272 (MD5)\n Previous issue date: 2017", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (41 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.title", "value": "Br\u00e4ndin persoonallisuuden rooli samaistumisessa ja uskollisuudessa autobr\u00e4ndi\u00e4 kohtaan", "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-201706012609", "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": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Taloustieteet", "language": "fi", "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": "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.date.updated", "value": "2017-06-01T05:05:52Z", "language": null, "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": null, "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": "20423", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "persoonallisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "samaistuminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "uskollisuus", "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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