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[{"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Cederberg, Susanne", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2018-05-25T08:52:00Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2018-05-25T08:52:00Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2018", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/58103", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4 pro gradu tutkielma tutkii, miten br\u00e4ndien v\u00e4linen maineen spillover-efekti toteutuu br\u00e4ndiportfolion sis\u00e4ll\u00e4 ja mill\u00e4 tekij\u00f6ill\u00e4 on rooli t\u00e4ss\u00e4 ilmi\u00f6ss\u00e4. Kirjallisuusosuus tarkastelee ensin, mit\u00e4 maine on ja kuinka odotukset ja assosiaatiot liittyv\u00e4t aiheeseen. My\u00f6s br\u00e4ndiportfolioiden hallintaa k\u00e4sitell\u00e4\u00e4n. Teoria olettaa, ett\u00e4 maine rakentuu assosiaatioista, jotka muodostavat odotuksia yleis\u00f6n silmiss\u00e4. Spillover-efekti puolestaan tarkoittaa maineen v\u00e4littymist\u00e4 yhdelt\u00e4 yksik\u00f6lt\u00e4 toiselle. Assosiaatiot toimivat maineen spillover-efektin v\u00e4litt\u00e4jin\u00e4, sill\u00e4 br\u00e4ndien v\u00e4liset yhteydet aiheuttavat maineen siirtymist\u00e4 br\u00e4ndien v\u00e4lill\u00e4. Assosiaatioita voidaan arvioida niiden m\u00e4\u00e4r\u00e4n, relevanttiuden, voimakkuuden, ainutlaatuisuuden sek\u00e4 positiivisuuden kautta. Assosiaatioiden m\u00e4\u00e4r\u00e4n on todettu edist\u00e4v\u00e4n spillover-efekti\u00e4, mutta my\u00f6s voimakkuuden on arvioitu vaikuttavan samalla tavalla. T\u00e4ll\u00f6in siis my\u00f6s assosiaatioiden laadullisilla tekij\u00f6ill\u00e4 voisi olla vaikutusta spillover-efektiin. Tutkimuskysymykset haluavatkin selvitt\u00e4\u00e4: 1) kuinka assosiaatioiden laadulliset aspektit, kuten relevanssi ja voimakkuus vaikuttavat maineen spillover-efektiin, 2) kuinka br\u00e4ndielementit ja br\u00e4ndiportfolionhallinta vaikuttavat maineen spillover-efektiin ja 3) miten odotukset ja assosiaatiot linkittyv\u00e4t spillover-efektiss\u00e4. Kysymysten perspektiivi on asiakkaiden n\u00e4k\u00f6kulmassa ja heid\u00e4n mielikuvissa. Tutkimusosuus oli elintarvikeyritys Oy Karl Fazer Ab:n kanssa toteutettu laadullinen tapaustutkimus. Tapauksessa hy\u00f6dynnettiin talon organisaatiobr\u00e4ndi\u00e4 sek\u00e4 kahta ala-br\u00e4ndi\u00e4. Tutkimusdata ker\u00e4ttiin kahdessa osassa. Ensin tarkasteltiin sosiaalisen median keskusteluista, joista yritettiin todentaa spillover-efekti\u00e4 k\u00e4yt\u00e4nn\u00f6ss\u00e4. My\u00f6hemmin tutkimusta jatkettiin kyselyill\u00e4 ja fokusryhm\u00e4haastatteluilla, joiden tarkoitus oli ker\u00e4t\u00e4 tietoa br\u00e4ndien v\u00e4lisist\u00e4 assosiaatioista sek\u00e4 ajatuksista spillover-efektin takana. Kaikki data analysoitiin teema-analyysill\u00e4. Tulokset osoittavat, ett\u00e4 yksi vahva yhteinen assosiaatio riitt\u00e4\u00e4 maineen spillover-efektin toteutumiseen, ainakin jos assosiaatio on br\u00e4ndille relevantti ja yleis\u00f6 keskittyy siihen. Lis\u00e4ksi voidaan todeta, ett\u00e4 br\u00e4ndity\u00f6ll\u00e4 voi olla rajallinen merkitys br\u00e4ndien erottelulle, jos organisaatiorakenteet ovat sidosryhmien tiedossa. T\u00e4ll\u00f6in asiakkaat voivat k\u00e4sitell\u00e4 br\u00e4ndej\u00e4 ja organisaatiota mieless\u00e4\u00e4n erikseen. Osallistujien huomattiin my\u00f6s puhuvan assosiaatioista ja odotuksista p\u00e4\u00e4llekk\u00e4in, mik\u00e4 vahvistaa oletusta, ett\u00e4 vahvat assosiaatiot voidaan tulkita niin kutsutuiksi \u201cpakko-odotuksiksi\u201d, joiden kohtaaminen on kriittist\u00e4 organisaatiolle. Tulevaisuudessa tutkimus voisi k\u00e4sitell\u00e4 assosiaatioiden relevassin ja ainutlaatuisuuden vaikutusta spillover-efektiin.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The thesis examines how brand reputation spillover occurs inside a brand portfolio and how it can be influenced. The literature first looks into what reputation is and how it is linked with brand expectations and associations. Brand portfolio management is also discussed. The general theory is that reputation is built on associations that form expectations in the eyes of the viewer. These associations are then the paths of the reputational spillover. Reputational spillover refers to a phenomenon where reputation of one entity transfers to another. The reputational spillover may occur between any entities if enough relevant associations exists between them. Brand associations may be evaluated by their number, relevancy, strength, positivity and uniqueness and it has already been confirmed that at least the number of associations positively affects the spillover. However, it has also been hinted that the strength of the association may have a similar affect. Hence, based on the theory it is proposed that not only the number of associations, but also qualitative aspects of associations catapult the spillover. The research questions focus on how the spillover is affected by the qualitative aspects of the associations, how brand relationships affect the spillover and how expectations relate to the spillover. The approach of the research was qualitative and inductive in nature, and it was conducted on a case corporation, an FMCG producer Oy Karl Fazer Ab, and its two endorsement sub brands from different product categories. Three different sets of data were used: online discussions were analyzed to detect the spillover in practice, a questionnaire was conducted to discover shared associations and focus group interviews used to examine the reasons behind the spillover. All data was examined using a thematic analysis method. The results indicated that strong associations will work as a path for the spillover alone without more associations. It could also be interpreted that relevancy also may have an impact. Additionally, it was discovered that distancing the brands through brand elements may not work alone, if the organizational structure is evident to the customer. Hence, people may examine organizations and their brands as different sides to the same coin. Expectations on the other hand were in direct link with the associations and the spillover, and the thesis could conclude the strong associations as \u201cmust\u201d-expectations that are the most critical for organizations. Future research could further look into the aspects of association uniqueness and relevancy in spillover.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2018-05-25T08:52:00Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2018-05-25T08:52:00Z (GMT). No. of bitstreams: 0\n Previous issue date: 2018", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "60", "language": "", "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": "Associations", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Branding", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Brand Expectations", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Brand Portfolio", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Brand Reputation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Spillover effect", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Looking into The Spillover Effect : What Happens to Reputation When Brand Expectations Transfer Inside Brand Portfolio", "language": "", "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-201805252776", "language": "", "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": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Kieli- ja viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Language and Communication Studies", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Yhteis\u00f6viestint\u00e4", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Organizational Communication", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.collaborator", "value": "business", "language": "", "element": "contractresearch", "qualifier": "collaborator", "schema": "yvv"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "yvv.contractresearch.initiative", "value": "university", "language": "", "element": "contractresearch", "qualifier": "initiative", "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": "restrictedAccess", "language": null, "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": "3131", "language": "", "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": "br\u00e4nd\u00e4ys", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajatutkimus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "brands", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "branding", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "consumer research", "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.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://kirjasto.jyu.fi/en/workspaces/facilities).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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