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[{"key": "dc.contributor.advisor", "value": "S\u00e4\u00e4kslahti, Arja", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Juura, Iida-Lotta", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-04-25T13:43:14Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-04-25T13:43:14Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2018", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1869486", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/57763", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Tutkimuksen tarkoituksena oli selvitt\u00e4\u00e4, millaisia merkityksi\u00e4 suomalaiset yksil\u00f6lajin urheilijat antavat sponsorointiyhteisty\u00f6lle. Tarkoituksena oli ymm\u00e4rt\u00e4\u00e4, millaisia teht\u00e4vi\u00e4 yksil\u00f6urheilijat hahmottavat sponsorointiyhteisty\u00f6n eri osapuolille ja millaisia my\u00f6nteisi\u00e4 sek\u00e4 kieltei-si\u00e4 tekij\u00f6it\u00e4 sponsorointiin liittyy. Lis\u00e4ksi tutkimuksessa hahmotettiin urheilijoiden toiveita sponsorointiyhteisty\u00f6h\u00f6n liittyen. Tutkittaviksi valikoitui suomalaisia yksil\u00f6urheilijoita.\r\n\r\nTutkimusmenetelm\u00e4n\u00e4 k\u00e4ytettiin laadullista tutkimusta. Tutkittavana oli yhteens\u00e4 viisi yksil\u00f6lajin urheilijaa, joista kolme oli naisia ja kaksi miehi\u00e4. Aineisto ker\u00e4ttiin teemahaastatteluilla, joiden pituus vaihteli 22 ja 38 minuutin v\u00e4lill\u00e4. Yhteens\u00e4 litteroitua aineistoa kertyi 31 sivua, fonttikoolla 11 ja riviv\u00e4lill\u00e4 1,5. Tutkimuksella ei pyritty tilastollisiin yleistyksiin vaan pikemminkin ymm\u00e4rt\u00e4m\u00e4\u00e4n yksil\u00f6urheilijoiden toimintaa ja ajattelua sek\u00e4 kuvaamaan tarkasteltavaa ilmi\u00f6t\u00e4. Aineiston analysoinnissa edettiin kvalitatiivisen aineiston sis\u00e4ll\u00f6nanalyysin (Tuomi & Saraj\u00e4rvi 2009, 2018) mukaan.\r\n\r\nTutkimustulokset osoittivat, ett\u00e4 haastatellut yksil\u00f6urheilijat hahmottivat sponsorointiyhteisty\u00f6n osapuolille erilaisia teht\u00e4vi\u00e4. Tulosten mukaan yksil\u00f6urheilijat k\u00e4sittiv\u00e4t sponsoroinnin vastikkeellisena toimintana ja yhteisty\u00f6n\u00e4. Mielenkiintoista oli kuitenkin, ett\u00e4 osa yksil\u00f6urheilijoista mielsi sponsoroinnin my\u00f6s hyv\u00e4ntekev\u00e4isyydeksi. Rahallinen tuki koettiin tulosten mukaan merkitt\u00e4v\u00e4mm\u00e4ksi sponsorointimuodoksi ja sen koettiin mahdollistavan ja hy\u00f6dytt\u00e4v\u00e4n eniten yksil\u00f6urheilijan p\u00e4ivitt\u00e4ist\u00e4 valmentautumista. Sponsorointiyhteisty\u00f6h\u00f6n liittyi tulosten mukaan sek\u00e4 my\u00f6nteisi\u00e4 ett\u00e4 kielteisi\u00e4 asioita, joita olivat esimerkiksi loukkaantuminen, menestys ja sponsorointiin liittyv\u00e4t paineet. Yksil\u00f6urheilijat n\u00e4kiv\u00e4t sponsorointiyhteisty\u00f6lle my\u00f6s tulevaisuuden mahdollisuuksia, muun muassa sponsoroinnin keskitt\u00e4misess\u00e4 ja entist\u00e4 laajemmassa hy\u00f6dynt\u00e4misess\u00e4 yritysten markkinoinnin v\u00e4lineen\u00e4.\r\n\r\nJohtop\u00e4\u00e4t\u00f6ksen\u00e4 voitiin todeta, ett\u00e4 tuloksissa esiintyi ristiriitaisuutta haastatteluissa ilmenneen sponsoroinnin vastikkeellisuuden ja hyv\u00e4ntekev\u00e4isyyden v\u00e4lill\u00e4. Sponsoroinnin vastikkeellisuus ja molemmin puolinen hy\u00f6ty on edellytys yhteisty\u00f6lle. Sponsorit tavoittelevat n\u00e4kyvyyden ohella tietty\u00e4 imagoa, johon sponsorointiyhteisty\u00f6t\u00e4 voitaisiin hy\u00f6dynt\u00e4\u00e4. Aidon yhteisty\u00f6n kautta voisi olla mahdollista vaikuttaa sponsoriyrityksen br\u00e4ndiin ja imagoon. My\u00f6s urheilijan tulisi kyet\u00e4 rakentamaan itselleen br\u00e4ndi, laajemman mediahuomion saavuttamiseksi. Esimerkiksi sosiaalinen media antaa t\u00e4h\u00e4n mahdollisuuksia, mutta toisaalta asettaa my\u00f6s haasteita.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The purpose of this study was to find out how Finnish individual sport athletes consider sponsorship cooperation. The study aimed to understand the athletes' personal views on the roles of the different parties of sponsorship cooperation, and what positive and negative aspects are connected to the kind of collaboration in question. In addition, the research outlineed the athletes' personal wishes regarding sponsorship cooperation. The athletes selected to be examined for the study were all Finnish.\r\n\r\nThis study used qualitative research as a research method. There were five athletes to be examined, three of which were women and two men. The research data was gathered by conducting theme interviews, lasting from 22 minutes to 38 minutes. The transcribed data made up to a total of 31 pages, when using font size 11 and a line spacing of 1,5. The study did not aim to offer statistic generalizations but rather to comprehend behavior and thinking of inter-viewed athletes, as well as to describe the phenomenon in question. The analysis process fol-lowed the qualitative content analysis method (Tuomi & Saraj\u00e4rvi 2009, 2018).\r\n\r\nThe research data showed that athletes understood the different parties of sponsorship cooperation to have varying roles. According to the data, the athletes considered sponsorship as an act of compensation as well as cooperation. Interestingly enough, some of these interviewed athletes regarded sponsorship also as an act of charity. Financial support was, according to the data, ranked the most meaningful means of sponsorship, and it was thought to be the means that best enables and benefits to an athlete's daily preparations. Both positive and negative aspects were discovered to be part of the reality of sponsorship cooperation, for instance, injuries, success, and the sponsorship related pressure. The athletes thought that there are also future possibilities for sponsorship cooperation, for example in the concentration and wider utilization of sponsorship as a marketing tool for companies.\r\n\r\nIn conclusion, the research data points to some contradictions revealed in the interviews between the two natures of sponsorship \u2013 the compensational one and the charitable one. The compensational model of sponsorship and mutual benefit are both prerequisites for collaboration. Alongside media coverage, sponsors are constantly striving for a certain image that could also be supported by their work. Through genuine cooperation there could be a chance to affect the brands and images of the sponsoring companies. Furthermore, the athletes should also be able to build brands for themselves in order to receive media attention. The social media, for example, gives great opportunities for that, although it might always create some challenges as well.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Iida-Lotta Juura (iialjuur) on 2018-04-25 13:43:13.537097. 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 2018-04-25T13:43:14Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201804252367.pdf: 678256 bytes, checksum: 1d43cc0965ffd031caece39475130e44 (MD5)\r\nlicense.html: 4875 bytes, checksum: c9f4ea0037dbb58b2b324661d39da466 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-04-25T13:43:14Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201804252367.pdf: 678256 bytes, checksum: 1d43cc0965ffd031caece39475130e44 (MD5)\r\nlicense.html: 4875 bytes, checksum: c9f4ea0037dbb58b2b324661d39da466 (MD5)\r\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (72 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": "Urheilu", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", 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