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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Ikonen, Aleksi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-04-16T05:58:15Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-04-16T05:58:15Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2020", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/68548", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Urheilubr\u00e4ndien ja sponsoreiden v\u00e4list\u00e4 mielikuvayhteytt\u00e4 on tutkittu paljon, mutta p\u00e4\u00e4osin kuluttajien n\u00e4k\u00f6kulmasta. Sponsorointisuhteen osapuolten mielikuvien tutkiminen on sen sijaan ollut v\u00e4h\u00e4ist\u00e4. T\u00e4m\u00e4n tutkiminen on t\u00e4rke\u00e4\u00e4, koska sponsoroinnin l\u00e4ht\u00f6kohtana on sponsorin hy\u00f6tyminen yhteisty\u00f6st\u00e4 ja mielikuvien yhdenmukaisuudella on todettu olevan merkityst\u00e4 sponsoroinnilta tavoiteltavien hy\u00f6tyjen kannalta. Osapuolten mielikuvia yhteisty\u00f6st\u00e4 on t\u00e4rke\u00e4\u00e4 tutkia siit\u00e4kin syyst\u00e4, ett\u00e4 sponsorointisuhde perustuu ihmisten v\u00e4lisiin\nsuhteisiin ja yhteisty\u00f6h\u00f6n ja yhteisty\u00f6suhteen laadulla on merkitt\u00e4v\u00e4 vaikutus sponsorointisuhteen onnistumiseen.\nT\u00e4m\u00e4n tutkimuksen tarkoituksena on selvitt\u00e4\u00e4 Valtran ja JYPin mielikuvayhteytt\u00e4 heid\u00e4n v\u00e4lisest\u00e4 yhteisty\u00f6suhteestaan. Tarkoituksena on tutkia, onko osapuolten mielikuvissa yhteisty\u00f6st\u00e4 yhdenmukaisuutta ja jos on niin millaisia. Tutkimuksen teoreettinen tausta perustuu Smithin (2004) luomaan sponsorointisuhteen kuuteen mielikuvatyyppiin, joista t\u00e4h\u00e4n tutkimukseen on otettu mukaan tuotteen ominaisuudet, br\u00e4ndipersoonallisuudet ja hy\u00f6dyt. Tutkimuksessa l\u00f6ydettiin kuusi eri mielikuvayhteytt\u00e4 osapuolten v\u00e4lill\u00e4. N\u00e4m\u00e4 olivat mielikuvat kunnioittamisesta, maanl\u00e4heisyydest\u00e4, luottamuksesta, suorituskyvyst\u00e4, pitk\u00e4st\u00e4 yhteisty\u00f6st\u00e4 sek\u00e4 traktorikiekosta ja traktorijoukkueesta. P\u00e4\u00e4mielikuvaksi valikoitui mielikuva kunnioittamisesta. T\u00e4m\u00e4 muodostui JYPin kohdalla pelaajia, vastustajia ja valmentajia kunnioittavasta ja arvostavasta toimintakulttuurista ja Valtran kohdalla sponsorina toimimisen ja\ntoimintatapojen kautta. Kunnioittamiseen liitett\u00e4v\u00e4t br\u00e4ndipersoonallisuudet kuten moraali, eettisyys, hienotunteisuus ja kehittyneisyys ovat ominaisuuksia, jotka luovat positiivista julkisuuskuvaa yhteiskuntavastuullisesta yrityksest\u00e4 ja\nurheiluseurasta ja joita voidaan k\u00e4ytt\u00e4\u00e4 sponsorointisuhteen hy\u00f6dynt\u00e4misess\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2020-04-16T05:58:15Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-04-16T05:58:15Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "67", "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.title", "value": "Rautainen pari : JYPin ja Valtran urheilusponsorointiyhteisty\u00f6 ja mielikuvayhteyden muodostuminen", "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-202004162770", "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": "hy\u00f6dynt\u00e4minen", "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": "mielikuvat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yhdenmukaisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "urheilu", "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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