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[{"key": "dc.contributor.advisor", "value": "Lepp\u00e4niemi, Matti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kukkonen, Maria", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-01-19T05:59:06Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-01-19T05:59:06Z", "language": "", "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:1814915", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/56796", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Ihmiset vaihtavat usein mielipidett\u00e4\u00e4n tai k\u00e4ytt\u00e4ytymist\u00e4\u00e4n vastaamaan muiden\r\nihmisten mielipiteit\u00e4 ja k\u00e4ytt\u00e4ytymist\u00e4 kuuluakseen joukkoon, eli mukautuvat. T\u00e4m\u00e4n\r\ntutkielman tarkoituksena oli tutkia sosiaalista mukautumista br\u00e4ndien\r\nsuositteluteht\u00e4v\u00e4ss\u00e4. Mukautumista tapahtuu, kun ihmiset ovat alttiina sosiaaliselle\r\nvaikutukselle. Aikaisemman tutkimuksen perusteella sosiaalisen vaikutuksen\r\nvastaanottamiseen vaikuttavat asiat vaativat lis\u00e4\u00e4 tutkimusta. T\u00e4st\u00e4 johtuen t\u00e4m\u00e4\r\ntutkimus pyrki my\u00f6s lis\u00e4\u00e4m\u00e4\u00e4n ymm\u00e4rryst\u00e4 siit\u00e4, kuinka aikaisemmat k\u00e4sitykset\r\nbr\u00e4ndist\u00e4 vaikuttavat mukautumiseen. N\u00e4m\u00e4 aikaisemmat k\u00e4sitykset br\u00e4ndeist\u00e4 olivat\r\nt\u00e4ss\u00e4 tutkimuksessa br\u00e4ndin tuttuus, br\u00e4ndimieltymys, ostoaie ja br\u00e4ndiasenne. Niit\u00e4\r\nmitattiin itsearviointilomakkeella. Mukautumista mitattiin k\u00e4ytt\u00e4ytymiseen\r\nperustuvalla teht\u00e4v\u00e4ll\u00e4. Teht\u00e4v\u00e4ss\u00e4 osallistujat (n = 28) arvioivat, kuinka todenn\u00e4k\u00f6isesti\r\nhe suosittelisivat heille n\u00e4ytetty\u00e4 br\u00e4ndi\u00e4 muille. Br\u00e4ndej\u00e4 oli 50 kappaletta, jotka\r\nesitettiin osallistujille logoina tietokoneohjelmalla. Br\u00e4ndit valittiin kansallisesta\r\nbr\u00e4nditutkimuksesta, joille tehtiin esitestaus. Jokaisen br\u00e4ndin suosittelun arvioinnin\r\nj\u00e4lkeen osallistujat n\u00e4kiv\u00e4t ryhm\u00e4n mielipiteen suositteluhalukkuudestaan kyseisest\u00e4\r\nbr\u00e4ndist\u00e4. Ryhm\u00e4n mielipide oli koodattu ohjelma, joka n\u00e4ytti korkeampaa, samaa tai\r\nmatalampaa suositteluarviota br\u00e4ndist\u00e4 osallistujalle. Lopuksi osallistujien tuli\r\nviiv\u00e4stetysti arvioida br\u00e4ndit uudelleen, t\u00e4ll\u00e4 kertaa n\u00e4kem\u00e4tt\u00e4 ryhm\u00e4n arviota. Tulokset\r\nn\u00e4ytt\u00e4v\u00e4t selke\u00e4sti, kuinka osallistujat muuttavat mielipidett\u00e4\u00e4n ryhm\u00e4n mielipiteeseen\r\nmukautuen, joka tukee aiempaa tutkimusta aiheesta. My\u00f6s aiempaa tutkimusta tukien,\r\nostoaie vaikutti mukautumiseen. Vastoin aiempia tutkimustuloksia, muut ennakoidut\r\nbr\u00e4ndik\u00e4sitykset eiv\u00e4t vaikuttaneet konformointiin. Ristiriidassa olevat tulokset\r\naikaisempien br\u00e4ndik\u00e4sitysten osalta voivat johtua esimerkiksi suosittelukysymyksest\u00e4\r\ntai tuttujen br\u00e4ndien v\u00e4h\u00e4isest\u00e4 m\u00e4\u00e4r\u00e4st\u00e4. Tulokset korostavat suosittelun merkityst\u00e4\r\nmarkkinoinnissa: kuluttajien omat, aikaisemmat kokemukset tuttuudesta,\r\nmieltymyksest\u00e4 tai br\u00e4ndiasenteesta n\u00e4ytt\u00e4v\u00e4t menett\u00e4v\u00e4n merkityst\u00e4\u00e4n sen rinnalla,\r\nkun kuvaan astuvat toisten mielipiteet br\u00e4ndin suosittelusta. Yritysten markkinoinnin\r\nkannalta tulokset korostavat panostamista asiakkaiden suositteluihin ja hyvien\r\nbr\u00e4ndikokemusten jakamiseen sosiaalisen vaikutuksen maksimoimiseksi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "In order to gain social approval, people often change their opinions and behavior to\r\nmatch it with others. This effect is called conformity. This study examined conformity in\r\na recommendation-based setting. Previous research has suggested that forces behind the\r\nreception of social influence needs to be better understood. Thus, this study also aimed\r\nto shed more light on how previous brand evaluations, brand perceptions, affect\r\nconformity. Brand perceptions examined in this study were familiarity, preference,\r\npurchase intent and brand attitude. Behavioral conformity measurement was used in\r\norder to avoid issues with scales. Conformity was examined in a recommendation-based\r\ntask where participants (n = 28) rated their recommendation intent for 50 pre-selected\r\nbrands. After rating each brand, they were influenced with a normative group opinion\r\nof the brand\u2019s recommendation intent. The normative group opinion was coded with a\r\nprogram to show either higher, lower or the same recommendation intent with the\r\nsubject. Afterwards the participants rated the brands again. Brand perceptions were\r\nevaluated in a web survey prior to conformity measurement. The results clearly show\r\nhow the participants changed their initial recommendation intent to match with the\r\ngroup opinion, which is in line with the previous research. Also in line with the previous\r\nresearch, purchase intent affected conformity. As opposed to previous findings, other\r\nbrand perceptions didn\u2019t affect conformity. Thus, the results highlight the importance of\r\nrecommendations and referrals in the field of marketing: consumer\u2019s previous\r\nfamiliarity, preference or attitude towards the brand seem to lose their importance when\r\nother consumers\u2019 opinions come into the picture. Conflicting results may stem from\r\nusing recommendation intent as the conformity measure or relatively small sample of\r\nfamiliar brands to participants. The results emphasize the power of social influence\r\nwithin consumer behavior. In practice, companies should heavily focus on managing\r\ncustomer recommendations by tracking, analyzing and influencing it.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Maria Kukkonen (masokukk) on 2018-01-19 05:59:06.184270. 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 2018-01-19T05:59:06Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201801191272.pdf: 795760 bytes, checksum: 8df313139b4ae6920262ec7fb26e36b9 (MD5)\r\nlicense.html: 4866 bytes, checksum: e05ba45fc59feea30d3c28fa95645b24 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-01-19T05:59:06Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201801191272.pdf: 795760 bytes, checksum: 8df313139b4ae6920262ec7fb26e36b9 (MD5)\r\nlicense.html: 4866 bytes, checksum: e05ba45fc59feea30d3c28fa95645b24 (MD5)\r\n Previous issue date: 2017", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (57 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": "suosittelu", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ostoaikeet", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "I recommend what you recommend : impact of social influence and brand perceptions on consumer recommendations", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.title.alternative", "value": "Impact of social influence and brand perceptions on consumer recommendations", "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-201801191272", "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": "2018-01-19T05:59:06Z", "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": "20423", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sopeutuminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sosiaaliset vaikutukset", "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": "mieltymykset", "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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