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[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Brisk, Jenni", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-05-17T06:39:39Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-05-17T06:39:39Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2019", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/64015", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Mit\u00e4 br\u00e4ndeill\u00e4 on tarjota ja millaisia keinoja k\u00e4ytett\u00e4viss\u00e4, kun liiketoimintaymp\u00e4rist\u00f6, media ja\nkuluttajien k\u00e4ytt\u00e4ytyminen ovat kaikki muutoksen tilassa? Kehittyv\u00e4t digitaaliset teknologiat,\nsosiaalinen media sek\u00e4 talous- ja ymp\u00e4rist\u00f6kriisit muuttavat br\u00e4ndien elintilaa. Kuluttajat ovat\nsaaneet enemm\u00e4n valtaa ja k\u00e4ytt\u00e4v\u00e4t sit\u00e4 kysynn\u00e4n, tiedon saannin ja levitt\u00e4misen, verkostojen ja\njoukkovoiman avulla, kuluttajien v\u00e4linen kaupank\u00e4ynti on helppoa, globaalit markkinat\nklikkauksen p\u00e4\u00e4ss\u00e4. Koska olosuhteet ovat dramaattisesti muuttuneet, my\u00f6s markkinoinnin ja\nbr\u00e4nd\u00e4yksen on sopeuduttava t\u00e4h\u00e4n.\n\nBr\u00e4ndiarvo on keskeinen tekij\u00e4, kun kuluttajille luodaan lis\u00e4arvoa markkinoinnin avulla. T\u00e4m\u00e4n\ntutkimuksen tavoitteena oli l\u00f6yt\u00e4\u00e4 nykyp\u00e4iv\u00e4n ns. voimaantuneille kuluttajalle t\u00e4rkeit\u00e4\nbr\u00e4ndiarvon tekij\u00f6it\u00e4 (eng. CBBE), jotka tukevat br\u00e4ndinrakennusta. P\u00e4\u00e4asiallisena\nviitekehyksen\u00e4 k\u00e4ytettiin David Aakerin (1991) tunnettua mallia \u201dMiten br\u00e4ndip\u00e4\u00e4oma luo\narvoa\u201d. Laajan kirjallisuus- ja tutkimuskatsauksen avulla l\u00f6ydettiin lukuisia uusia vaihtoehtoja\nbr\u00e4ndiarvon tekij\u00f6iksi. Syv\u00e4llisen analyysin perusteella valittiin viisi br\u00e4ndiominaisuutta:\nluottamus, henkil\u00f6kohtainen resonanssi, reagoiva yhteys, vastuullisuus ja sosiaalinen vaikutus.\nL\u00f6yd\u00f6kset testattiin empiirisesti verkkokyselyn avulla. Tulokset analysoitiin tilastollisilla\nmenetelmill\u00e4, kuten faktori- ja korrelaatioanalyysi. \n\nTutkimustulokset osoittivat, ett\u00e4 vastaajat\nedustivat voimaantunutta kuluttajaa.\nKaikki viisi uutta ominaisuutta todettiin kuluttajille merkityksellisiksi br\u00e4ndiarvon tekij\u00f6iksi.\nT\u00e4rkeimp\u00e4n\u00e4 pidettiin br\u00e4ndin reagoivaa yhteytt\u00e4, tarkoittaen mm. br\u00e4ndiyrityksen aitoa\nkiinnostusta kuluttajan tarpeisiin, halua olla vuorovaikutuksessa ja kuluttajan tavoitettavissa.\nToisena, luottamus br\u00e4ndiin on merkitt\u00e4v\u00e4 tekij\u00e4, kun kuluttajat arvottavat br\u00e4ndej\u00e4.\nHenkil\u00f6kohtainen resonanssi tarkentui br\u00e4ndin samankaltaisuuteen oman persoonan ja\nel\u00e4m\u00e4ntavan kanssa. T\u00e4m\u00e4 ominaisuus on t\u00e4rke\u00e4, kun kuluttaja arvioi br\u00e4ndin vetovoimaa.\nBr\u00e4ndej\u00e4 kulutetaan yhdess\u00e4 ja yhteis\u00f6iss\u00e4, jolloin br\u00e4ndin sosiaalinen arvo on ilmeinen.\nAikaisemmin v\u00e4hiten tutkittu tekij\u00e4 oli vastuullisuus, joka n\u00e4hd\u00e4\u00e4n jo nyt jopa edellytyksen\u00e4\nbr\u00e4ndien liiketoiminnan jatkumiselle. Tulosten perusteella laadittiin uusi br\u00e4ndiarvon viitekehys,\njoka voidaan n\u00e4hd\u00e4 nykykuluttajaa puhuttelevana. Lopussa esitettiin ehdotuksia br\u00e4ndijohdolle,\nmiten k\u00e4ytt\u00e4\u00e4 br\u00e4ndivoimaa ja millaisilla keinoilla br\u00e4ndin arvoa voidaan lis\u00e4t\u00e4 nykykuluttajille.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "What have brands to offer, what kind of tools to use, when the business environment, media\nlandscape and consumer behavior are all in a state of change? Economic and environmental crises\nwith evolving digital technology and social media networks are reshaping the brands\u2019 battlefield.\nConsumers have gained more power and are utilizing sources such as demand, information,\nnetwork and crowd. They have easy access to information, global markets and crowd-selling\nplatforms. Since the conditions have dramatically changed, also marketing and branding needs to\nadapt.\n\nBrand equity is a key construct when creating value for consumers with marketing. This study\nobjective was to define consumer based brand equity (CBBE) assets, that support brand building\nfor today\u2019s so-called empowered consumers. David Aaker\u2019s (1991) widely acknowledged\nframework \u201cHow brand equity creates value\u201d was used as the main model to approach the\nsubject. Through extensive literature and research review about alternative CBBE assets, multiple\nnew dimensions were found and evaluated. After a comprehensive analysis, five assets: trust,\npersonal resonance, responsive connection, sustainability and social value were proposed as new\ndimensions of brand equity. These dimensions were empirically tested with consumers via an\nonline survey. The data was analyzed with quantitative methods such as factor and correlation\nanalysis. The study results proved, that the respondents represented empowered consumers.\n\nAll five new assets were verified meaningful for consumers in creating brand value. The most\nimportant factor in creating brand value for the empowered consumer is brands responsive\nconnection, as a brand company\u2019s genuine interest in customers\u2019 needs, willingness to interact and\nbe available. Secondly, trust in a brand is considered as a significant asset when consumers\nevaluate brands. Personal resonance sharpened into brands similarity with own persona and\nlifestyle. This asset is important when weighing brand appeal. Brands are consumed in social\ncontexts; therefore, social value is evident. The least previously researched asset, sustainability, is\nalready now rapidly becoming a license for brands to operate. Based on the evidence, a new\nenhanced framework of CBBE, that is relevant for consumers today, was composed. In the end,\nsuggestions for brand management, how to use brand force", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2019-05-17T06:39:38Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-05-17T06:39:39Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "97", "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": "modern branding", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand equity", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "consumer based brand equity", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "CBBE", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "consumer power", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "empowered consumer", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Consumer power >< brand force : defining brand equity assets for the empowered consumers", "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-201905172646", "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": "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.department", "value": "Business and Economics", "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": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "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": 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": "20423", "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": "kuluttajat", "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": "consumers", "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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