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[{"key": "dc.contributor.advisor", "value": "Karjaluoto, Heikki", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Tornberg, Jussi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-05-27T13:10:20Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-05-27T13:10:20Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2021", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/75998", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Br\u00e4ndipolarisaatio on kasvava ilmi\u00f6, jossa br\u00e4ndit saavat samanaikaisesti osakseen sek\u00e4 vahvoja tukijoita ett\u00e4 vastustajia. Vaikka ilmi\u00f6 on merkityksellinen niin markkinoijille kuin br\u00e4ndijohtajillekin, sit\u00e4 on toistaiseksi tutkittu vain v\u00e4h\u00e4n ja sen vaikutukset ovat laajalti t\u00e4sment\u00e4m\u00e4tt\u00f6mi\u00e4. Aiheesta tehdyt selvitykset ovat kuitenkin hiljattain lis\u00e4\u00e4ntyneet, mik\u00e4 osoittaa kyseisen ilmi\u00f6n olevan kasvussa.\nT\u00e4m\u00e4n tutkimuksen ensisijaisena tavoitteena oli laajentaa k\u00e4sityksi\u00e4 br\u00e4ndipolarisaatiosta identifioimalla siihen johtavia syit\u00e4. Lis\u00e4ksi pyrittiin selvitt\u00e4m\u00e4\u00e4n, mit\u00e4 merkityksi\u00e4 nykyp\u00e4iv\u00e4n kuluttajat br\u00e4ndipolarisaatiolle antavat. Tutkimuksessa k\u00e4siteltiin my\u00f6s sit\u00e4, mill\u00e4 tavoin moderni online-ymp\u00e4rist\u00f6 vaikuttaa br\u00e4ndipolarisaation kehittymiseen kuluttajien keskuudessa.\nTutkimuksen teoreettisessa viitekehyksess\u00e4 tarkasteltiin polarisaatiota, br\u00e4ndiasennetta, br\u00e4ndisuhteita, br\u00e4ndirakkautta, br\u00e4ndivihaa, br\u00e4ndikokemusta sek\u00e4 br\u00e4ndiyhteis\u00f6j\u00e4. N\u00e4m\u00e4 k\u00e4sitteet soveltuivat osaksi laajempaa tarkastelua, sill\u00e4 niiden havaittiin limittyv\u00e4n br\u00e4ndipolarisaation kanssa.\nTutkimusfilosofiaksi valikoitui interpretivismi eli tulkinnallisuutta korostava ajattelutapa. Laadullisena tutkimuksena toteutetun selvityksen empiirinen aineisto ker\u00e4ttiin puolistrukturoiduilla teemahaastatteluilla. Haastatteluihin osallistui kymmenen vastaajaa, jotka kuvailivat yhteens\u00e4 36:ta eri br\u00e4ndi\u00e4, joita kohtaan tunsivat br\u00e4ndirakkautta tai br\u00e4ndivihaa. Haastatteluaineisto analysoitiin temaattisen analyysin, tulkinnan ja analyyttisen yleist\u00e4misen keinoin. \nTutkimustulokset osoittivat, millainen vaikutus ja yhteys keskeisill\u00e4 teoreettisilla konsepteilla on br\u00e4ndipolarisaation kehittymiseen kuluttajien keskuudessa. Lis\u00e4ksi tutkimus toi esiin erilaisia kuluttajien pohdintoihin ja k\u00e4sityksiin perustuvia br\u00e4ndipolarisaation merkityksi\u00e4. Selvityksess\u00e4 my\u00f6s havainnollistettiin sit\u00e4, miten online-ymp\u00e4rist\u00f6 kiistatta k\u00e4rjist\u00e4\u00e4 kuluttajien asenteita br\u00e4ndej\u00e4 kohtaan. Analysoidut teoreettiset ja empiiriset l\u00f6yd\u00f6kset syntetisoitiin konseptuaaliseksi malliksi, joka kuvaa br\u00e4ndipolarisaation muodostumista kuluttajien keskuudessa. Yhteenvetona tutkimuksen tulokset laajensivat aiempia k\u00e4sityksi\u00e4 br\u00e4ndipolarisaatiosta sek\u00e4 tuottivat liikkeenjohdollisia p\u00e4\u00e4telmi\u00e4 tutkittavasta ilmi\u00f6st\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Brand polarization is a growing phenomenon where brands attract groups of strong supporters and opposers simultaneously. Despite its relevance for marketers and brand managers, brand polarization yet remains heavily under-studied among scholars, and the effects of it are widely unspecified. However, the growing number of studies regarding the topic indicate that the phenomenon is on the rise. \nThe primary scope of this study was to expand the understanding of brand polarization by identifying its distinct drivers. Additionally, this study aimed to find out which meanings modern consumers give to brand polarization. As the third key objective of this research, it was examined how the current online environment influences brand polarization amongst consumers.\nThe key concepts reviewed in the theoretical framework of the study were polarization, brand attitude, brand relationships, brand love, brand hate, brand experience and brand communities. These concepts were selected for further examination due to their interlacing with the focal phenomenon. \nThe research philosophy adopted in this study was interpretivism. Moreover, this study followed a qualitative research approach, and the empirical findings were obtained via semi-structured interviews. The interviews were conducted for ten respondents and a total of 36 loved or hated brands were discussed by the interviewees. Thematic analysis, interpretation and analytic generalizing were utilized to analyse the findings of the research.\nThe findings of this study demonstrated each key concept\u2019s driving role in the formation of brand polarization amongst consumers. Moreover, several key meanings of polarizing brands were established based on the respondents\u2019 reflections and judgements. Additionally, this study explicated the current online environment\u2019s undisputed effects in extremifying consumers\u2019 attitudes towards brands. Consequently, the theoretical and empirical findings of the study were synthesized into a conceptual model to better illustrate the development of brand polarization. Overall, this study extended the existing comprehensions of the subject and offered managerial implications regarding brand polarization.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-05-27T13:10:20Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-05-27T13:10:20Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "98", "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 relationships", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand hate", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand love", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand attitudes", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndiviha", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndirakkaus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndiasenteet", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Identifying drivers of brand polarization from consumer perspective", "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-202105273247", "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": "asenteet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "rakkaus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "viha", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kokemukset", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yhteis\u00f6t", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "polarisaatio (yhteiskuntatieteet)", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "attitudes", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "love", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "hate", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "experiences (knowledge)", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "communities (organisations)", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "polarisation (social sciences)", "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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