| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Niininen, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Liljedahl, Nea-Stina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2020-06-16T11:48:39Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2020-06-16T11:48:39Z", "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/123456789/69979", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Kuluttajat, br\u00e4ndit sek\u00e4 yritykset operoivat monikanavaymp\u00e4rist\u00f6ss\u00e4. Vaikka kuluttaja-br\u00e4ndi-kohtaamispisteet ovat laajasti keskusteltu aihe ja moni taho k\u00e4ytt\u00e4\u00e4 kohtaamispistetermi\u00e4, syv\u00e4llinen ymm\u00e4rrys kohtaamispisteist\u00e4 monikanavaisessa ymp\u00e4rist\u00f6ss\u00e4 uupuu. Lis\u00e4ksi selke\u00e4\u00e4 kohtaamispistepolkua ei ole kirjallisuudessa luotu. Pienetkin kokemukset vaikuttavat br\u00e4ndikuvaan ja kokonaisarvioon yrityksest\u00e4. Yrityksien tiet\u00e4mys kaikista kohtaamisista mahdollistaa kuluttajaan ja br\u00e4ndikuvaan vaikuttamisen kohtaamisten kautta. Yrityksell\u00e4 t\u00e4ytyy olla ensin tiet\u00e4mys, milloin, miss\u00e4 ja miten kuluttajapisteet tapahtuvat. Kuluttaja liikkuu ketter\u00e4sti ja nopeasti monikanavaymp\u00e4rist\u00f6ss\u00e4, joten kuluttaja-br\u00e4ndi-kohtaamiset ja niiden polku ovat monipuolisia.\nTutkimuksen tavoitteet olivat kohtaamispisteiden selvitt\u00e4minen ja kohtaamispistepolun muodostus. T\u00e4t\u00e4 varten luotiin uniikki, kaksivaiheinen kvalitatiivinen tutkimusmenetelm\u00e4. Koehenkil\u00f6t valokuvasivat mit\u00e4 tahansa, mik\u00e4 sai heid\u00e4t ajattelemaan tapausbr\u00e4ndi\u00e4 kuukauden ajan. Toisena osana oli haastattelu, jossa valokuvat toimivat \u201dmieleenpalautusapuna.\u201d Kuvat mahdollistivat p\u00e4\u00e4syn tutkittavien henkil\u00f6kohtaiseen el\u00e4m\u00e4\u00e4n, jossa kohtaamiset realistisestikin tapahtuvat ja kohtaamisten my\u00f6hemm\u00e4n tutkimisen. Haastattelut olivat puolistrukturoituja ja kaksivaiheisia; koehenkil\u00f6t puhuivat vapaasti kuvistaan ja tilanteista niiden takana, mink\u00e4 j\u00e4lkeen esitettiin kysymyksi\u00e4.\nTutkimuksen tulokset ehdottavat, ett\u00e4 kuluttaja-br\u00e4ndi-kohtaamispistepolku on lyhyt. Mik\u00e4li ensimm\u00e4inen kohtaaminen br\u00e4ndin kanssa on vahva ja luo v\u00e4litt\u00f6m\u00e4n positiivisen br\u00e4ndikuvan, polku alusta ostovaiheeseen voi olla vain 3-5 kohtaamista pitk\u00e4. Tapausbr\u00e4ndin kohdalla t\u00e4llaisia kohtaamisia olivat WoM, br\u00e4ndin n\u00e4keminen k\u00e4yt\u00f6ss\u00e4 ja testaus. Kohtaamispisteiden tunnistaminen toteutui onnistuneesti uniikilla tutkimusmetodilla ja tuloksena oli suuri m\u00e4\u00e4r\u00e4 kohtaamisia monikanavaymp\u00e4rist\u00f6ss\u00e4. Lis\u00e4ksi tunnistetut kohtaamispisteet jakautuivat tasaisesti offline- ja online-kanavissa; kohtaamisia tapahtuu laajasti monikanavaymp\u00e4rist\u00f6ss\u00e4. Lis\u00e4ksi yksitt\u00e4isi\u00e4, positiivisen kuvan tapausbr\u00e4ndist\u00e4 luovia kohtaamispisteit\u00e4 tunnistettiin metodin kautta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Consumers, brands, and companies operate in an omnichannel environment nowadays. Even though the touchpoints between a consumer and brand are widely discussed and the term used by different parties, understanding of the touchpoints in the offline and online environments is lacking and a clear touchpoint path is not recognized. All the smallest consumer-brand interactions have an impact on the consumer\u2019s brand image and evaluation of a company. Thus, it is important for a company to know all the possible touchpoints. The company can also develop and affect the consumer through the touchpoints, but they need to be recognized first; when, where, and how the brand and consumer intersect. Consumers move agilely and quickly in the omnichannel environment which affects the touchpoints and the touchpoint path becomes more varied.\nIn order to fulfill the objectives of this study, recognize all the possible touchpoints between the case brand and consumers and to form a path of the them, a unique, two-part qualitative research methodology was created. The subjects took photos of anything that triggered them to think of the brand for a period of one month. Next, interviews were conducted in which the photos served as recalling-aid. The photos enabled the research to access the subjects\u2019 personal life where the consumer-brand intersections realistically occur. The photos also ensured that the touchpoints can be examined later in the research. The interviews included two parts; free-speaking part of the taken photos and semi-structured interview part. \nThe results of this study suggest that the consumer-brand touchpoint path is relative short. If the consumers\u2019 first touchpoints are strong and create an immediate, good image of the brand, the path from the beginning to the purchase may be only 3-5 touchpoints long. For the case brand of this study, consumer-brand intersections that created a short path were WoM, seeing the brand in use or testing the brand. The unique research method also served successfully the purposes of the study. Additionally, it can be indicated based on the recognized touchpoints that the consumers have touchpoints evenly in the offline and online environments. Individual consumer-brand intersections that create an immediate, positive image of the case brand were also recognized through the research method.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2020-06-16T11:48:39Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2020-06-16T11:48:39Z (GMT). No. of bitstreams: 0\n Previous issue date: 2020", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "87", "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": "touchpoints", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "touchpoint path", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "consumer-brand touchpoint", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Recognizing consumer-brand touchpoints in the omnichannel environment and forming a touchpoint path", "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-202006164212", "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": "markkinointi", "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": "kuluttajak\u00e4ytt\u00e4ytyminen", "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": "marketing", "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.subject.yso", "value": "consumer behaviour", "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"}]
|