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[{"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Haaraniemi, Joni", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-01-07T06:39:07Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-01-07T06:39:07Z", "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/123456789/67090", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sponsorointi on usealle urheiluorganisaatiolle elint\u00e4rke\u00e4 tulonl\u00e4hde toiminnan rahoittamiseksi ja sponsoroiville yrityksille se on yksi merkitt\u00e4v\u00e4 markkinoinnin keino. Sponsorointiin sijoitettu raham\u00e4\u00e4r\u00e4 on kasvanut viime vuosina tasaiseen tahtiin, mutta samalla sek\u00e4 kiristynyt taloudellinen tilanne ett\u00e4 kilpailu ovat lis\u00e4nneet sponsoreiden kiinnostusta heid\u00e4n investoimiensa sponsorointirahojen tehokkuuden tarkasteluun. Sponsoroitavat ovat j\u00e4\u00e4neet valitettavan usein huomioitta sponsorointiin liittyviss\u00e4 tutkimuksissa. Kuitenkin my\u00f6s sponsoroitavien olisi oltava tietoisia sponsoroinnin vaikutuksista sponsorointisopimuksiin liittyv\u00e4n mahdollisimman hyv\u00e4n neuvotteluaseman saavuttamiseksi.\nT\u00e4m\u00e4n tutkimuksen tavoitteena oli selvitt\u00e4\u00e4, mist\u00e4 tekij\u00f6ist\u00e4 urheilusponsoroinnin tehokkuus muodostuu case-yrityksen kohdalla. Tavoitteena oli selvitt\u00e4\u00e4, mitk\u00e4 tekij\u00e4t vaikuttavat asenteeseen sponsorin br\u00e4ndi\u00e4 kohtaan ja miten asenne sponsorin br\u00e4ndi\u00e4 kohtaan vaikuttaa asenteeseen sponsoroitavan br\u00e4ndi\u00e4 kohtaan. Tehokkuutta tarkasteltiin kuluttajan min\u00e4kuvan ja sponsorin br\u00e4ndimielikuvan v\u00e4lisen yhtenev\u00e4isyyden, sponsorin ja sponsoroitavan v\u00e4lisen yhtenev\u00e4isyyden, sponsorin br\u00e4ndiin samaistumisen ja sponsorin uskottavuuden kautta. Lis\u00e4ksi moderaatiovaikutustestiss\u00e4 tutkittiin, kuinka asenne sponsorointia kohtaan vaikuttaa sponsorin br\u00e4ndiin samaistumisen ja sponsorin br\u00e4ndiasenteen sek\u00e4 sponsorin uskottavuuden ja sponsorin br\u00e4ndiasenteen v\u00e4lisiin suhteisiin. Tutkimus toteutettiin m\u00e4\u00e4r\u00e4llisen\u00e4 internetiss\u00e4 toteutettavana kyselytutkimuksena, jonka kohderyhm\u00e4n\u00e4 oli j\u00e4\u00e4kiekkojoukkue JYPin kannattajat. Linkki kyselyyn jaettiin seuran Facebook-sivujen kautta kohderyhm\u00e4n tavoittamiseksi. Saadut vastaukset (N=318) analysoitiin IBM SPSS Amos-ohjelmistolla.\nSaatujen vastauksien perusteella kaikki hypoteesit, lukuun ottamatta tutkimuksen moderaatiohypoteeseja, saivat tukea. Tulosten perusteella min\u00e4kuvan ja br\u00e4ndimielikuvan v\u00e4lisell\u00e4 yhtenev\u00e4isyydell\u00e4 oli positiivinen vaikutus sponsorin br\u00e4ndiin samaistumiseen ja sponsorin uskottavuuteen. Sponsorin ja sponsoroitavan v\u00e4lisell\u00e4 yhtenev\u00e4isyydell\u00e4 oli positiivinen vaikutus sponsorin uskottavuuteen ja asenteeseen sponsorin br\u00e4ndi\u00e4 kohtaan, joka taas vaikutti asenteeseen sponsoroitavan br\u00e4ndi\u00e4 kohtaan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-01-07T06:39:07Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-01-07T06:39:07Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "83", "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": "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": "urheilumarkkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "urheilusponsorointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "yhtenev\u00e4isyys", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sponsoroinnin tehokkuuteen vaikuttavat tekij\u00e4t urheilusponsoroinnin kontekstissa : case JYP & Valtra.", "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-202001071031", "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.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": "student", "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": "20423", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "asenteet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "samaistuminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "urheilu", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sponsorointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "uskottavuus", "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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