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[{"key": "dc.contributor.advisor", "value": "Silvennoinen, Johanna", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Kokko, Tiia-Elina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-06-10T12:13:10Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-06-10T12:13:10Z", "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/123456789/64502", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n Pro gradu -tutkielman tarkoituksena on viitekehyksen kehitt\u00e4minen moniaistiselle br\u00e4nd\u00e4ykselle olemassa olevaan kirjallisuuteen pohjautuen. Lis\u00e4ksi tutkielmassa kuvataan uuden, kyselymuotoisen Multisensory Brand Questionnaire (MBQ) -menetelm\u00e4n kehitt\u00e4minen. Sen avulla yritykset voivat tarkastella br\u00e4ndi\u00e4\u00e4n moniaistisesta n\u00e4k\u00f6kulmasta. MBQ koostuu kahdesta erillisest\u00e4 kyselyst\u00e4. Ulkoinen kysely on suunnattu yrityksen asiakkaille ja sen avulla voidaan kartoittaa yrityksen br\u00e4ndikuvaa. Sis\u00e4isen kyselyn vastaajina ovat puolestaan yrityksen ty\u00f6ntekij\u00e4t ja tarkastelun kohteena on yrityksen br\u00e4ndi-identiteetti. Tutkielman ensimm\u00e4inen vaihe toteutettiin kirjallisuuskatsauksena, jonka avulla perehdyttiin olemassa olevaan tutkimukseen markkinoinnin ja br\u00e4nd\u00e4yksen alalta aistien n\u00e4k\u00f6kulmasta. Viitekehys moniaistiseen br\u00e4ndin tarkasteluun rakennettiin olemassa olevien mallien pohjalta tukemaan MBQ -kyselyiden rakentamista. Lis\u00e4ksi perehdyttiin menetelmiin ja ty\u00f6kaluihin, joita on aiemmin k\u00e4ytetty br\u00e4ndien tarkastelemiseksi eri aistien n\u00e4k\u00f6kulmasta. Kirjallisuuskatsauksen pohjalta nousi esille tarve kevyemm\u00e4lle menetelm\u00e4lle, jota yritykset voisivat k\u00e4ytt\u00e4\u00e4 apunaan kartoittaakseen sek\u00e4 asiakkaiden ett\u00e4 ty\u00f6ntekij\u00f6iden n\u00e4kemyksi\u00e4 yrityksen br\u00e4ndist\u00e4 eri aistien kautta. Tutkielman toisessa vaiheessa kuvataan MBQ -menetelm\u00e4n kehitt\u00e4minen, mukaan lukien siihen sis\u00e4ltyvien kyselyiden testaus ja pilotointi. Jotta yrityksen br\u00e4ndi\u00e4 voidaan tutkia kokonaisvaltaisemmin, on t\u00e4rke\u00e4\u00e4 tarkastella br\u00e4ndi\u00e4 sek\u00e4 ulkoisesta (asiakkaat) ett\u00e4 sis\u00e4isest\u00e4 (organisaatio) n\u00e4k\u00f6kulmasta. T\u00e4m\u00e4n lis\u00e4ksi yrityksen ja sen br\u00e4ndin tarkastelu eri aistien kautta tarjoaa uuden l\u00e4hestymistavan br\u00e4ndien kehitt\u00e4miseen: vaikka n\u00e4k\u00f6aistia pidet\u00e4\u00e4n usein muita aisteja dominoivampana, ihmisten havainnot eiv\u00e4t perustu ainoastaan visuaalisiin tulkintoihin. MBQ:n tavoitteena on tarjota yrityksille kevyempi menetelm\u00e4 br\u00e4ndien tarkasteluun aistien n\u00e4k\u00f6kulmasta. Pilotoinnista saatujen tulosten perusteella MBQ voidaan n\u00e4hd\u00e4 hy\u00f6dyllisen\u00e4 menetelm\u00e4n\u00e4, joka tarjoaa yritykselle yleiskuvan siit\u00e4, millaisena yrityksen asiakkaat ja ty\u00f6ntekij\u00e4t n\u00e4kev\u00e4t yrityksen br\u00e4ndin eri aistien n\u00e4k\u00f6kulmasta. Tutkielma toteutettiin osana Tekesin rahoittamaa The Rich Multisensory User Experience (RMUE) tutkimusprojektia Jyv\u00e4skyl\u00e4n yliopistossa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The purpose of this master\u2019s thesis is to develop a framework for multisensory branding, and to describe the development process of a survey method that can be used to examine the current state of a company's brand from a multisensory perspective. This method, called Multisensory Brand Questionnaire (MBQ), consists of two separate questionnaires: the external questionnaire is directed to the company's customers to examine the company\u2019s brand image, and the internal questionnaire is designed to be filled out by the company's employees and other internal actors in order to examine the company\u2019s brand identity. First, a literature review was carried out to get acquainted with prior research done in the field of marketing and branding from a sensory perspective. Based on existing models, a brand identity planning model and a sensory marketing model, a framework for multisensory branding is presented to support the creation of MBQ. In addition, existing methods used to measure brands from a multisensory perspective were reviewed. The review of the existing literature showed that there is a need for a more lightweight method, which could be used to examine both the customers' perceptions, but which could also be used easily throughout companies to get an overview of the employees\u2019 multisensory perceptions related to the company\u2019s brand. The second phase of the thesis reports the development process of MBQ, including pretesting and piloting the two questionnaires. To examine a company's brand more comprehensively, both the external (customers) and internal (organization) perspectives are considered. In addition, examining brands through multiple senses heightens and intensifies the perceptions of brands: visual identity plays often a dominant role in the existing branding literature, but people's perceptions exceed the visual interpretations. The aim of MBQ is to offer companies a more lightweight method to get an overview of their company\u2019s brand from a multisensory perspective. Based on the results and feedback from the piloting, MBQ can be seen as a useful method that provides an overview of company\u2019s brand from a sensory perspective. The thesis was carried out as a part of a Tekes funded research project called The Rich Multisensory User Experience (RMUE) at the University of Jyv\u00e4skyl\u00e4.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2019-06-10T12:13:10Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-06-10T12:13:10Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "102", "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": "brand identity", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand image", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "multisensory experience", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "survey research", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndi-identiteetti", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndikuva", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "moniaistinen kokemus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kyselytutkimus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Internal and external multisensory branding : a framework and a method for establishing multisensory brand image", "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-201906103114", "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": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "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": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": 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"value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "senses", "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": "brands", "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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