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[{"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Narumo, Ronja", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-06-03T10:49:34Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-06-03T10:49:34Z", "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/123456789/76196", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4n\u00e4 p\u00e4iv\u00e4n\u00e4 finanssialan murros koettelee yrityksi\u00e4 niin Suomessa kuin ulkomaillakin. Kun toimialaa muokkaavat jatkuvasti useat tekij\u00e4t, kuten digitalisaatio ja uudet kilpailijat alalla, on yrityksen syyt\u00e4 selvitt\u00e4\u00e4 tarkemmin, mit\u00e4 kuluttajat ajattelevat yrityksest\u00e4. Yritys, joka tuntee kuluttajansa ja toimii heid\u00e4n toiveidensa ja odotustensa mukaisesti, on paremmin mukana jatkuvasti muuttuvassa kilpailuasetelmassa.\nAiemman tutkimuskirjallisuuden mukaan yrityksen maine, yritysbr\u00e4ndi ja yrityksen yhteiskuntavastuu n\u00e4hd\u00e4\u00e4n tekij\u00f6in\u00e4, jotka muun muassa mahdollistavat yrityksen erottautumisen kilpailijoista. Kuluttajien br\u00e4ndiuskollisuus puolestaan luo muun muassa kuluttajille vastustuskyky\u00e4 vaihtaa pidetyst\u00e4 br\u00e4ndist\u00e4 toiseen. T\u00e4m\u00e4n tutkimuksen tavoite on lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 n\u00e4ist\u00e4 k\u00e4sitteist\u00e4 ja niiden v\u00e4lisist\u00e4 suhteista finanssialalla Suomessa. Tutkimus esitt\u00e4\u00e4, miksi yrityksen maine, yritysbr\u00e4ndi, ja yrityksen yhteiskuntavastuu ovat erityistesti t\u00e4n\u00e4 p\u00e4iv\u00e4n\u00e4 merkitt\u00e4vi\u00e4 tekij\u00f6it\u00e4 yritykselle kuluttajan br\u00e4ndiuskollisuuden saavuttamiseksi.\nTutkimuksen aineisto ker\u00e4ttiin Osuuspankkiin liittyv\u00e4n kyselylomakkeen avulla, mik\u00e4 analysoitiin PLS- ohjelmalla. Osuuspankin asiakkaiden vastauksia saatiin yhteens\u00e4 110. Tutkimuksessa esitet\u00e4\u00e4n, ett\u00e4 yrityksen maine on positiivisesti yhteydess\u00e4 yritysbr\u00e4ndiin ja kuluttajan br\u00e4ndiuskollisuuteen. Lis\u00e4ksi esitet\u00e4\u00e4n, ett\u00e4 yritysbr\u00e4ndi on positiivisesti yhteydess\u00e4 kuluttajan br\u00e4ndiuskollisuuteen ja yrityksen yhteiskuntavastuu dimensioineen on positiivisesti yhteydess\u00e4 yritysbr\u00e4ndin ja kuluttajan br\u00e4ndisukollisuuden v\u00e4liseen suhteeseen. T\u00e4ss\u00e4 tutkimuksessa muut hypoteesit saivat tieteellist\u00e4 tukea, lukuun ottamatta yrityksen yhteiskuntavastuun vaikutusta yritysbr\u00e4ndin ja kuluttajan br\u00e4ndiuskollisuuden v\u00e4liseen suhteeseen.\nYhteenvetona t\u00e4st\u00e4 tutkimuksesta voidaan todeta, ett\u00e4 tutkimus esittelee kattavasti yrityksen maineen, yritysbr\u00e4ndin, kuluttajan br\u00e4ndiuskollisuuden ja yrityksen yhteiskuntavastuun k\u00e4sitteet ja tuo lis\u00e4\u00e4 tietoa n\u00e4iden k\u00e4sitteiden v\u00e4lisist\u00e4 suhteista Suomen finanssialan kontekstissa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-06-03T10:49:34Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-06-03T10:49:34Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "81", "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": "yrityksen maine", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "yritysbr\u00e4ndi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kuluttajan br\u00e4ndiuskollisuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "Osuuspankki", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Yrityksen maine, yritysbr\u00e4ndi, kuluttajan br\u00e4ndiuskollisuus ja yrityksen yhteiskuntavastuu finanssialalla", "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-202106033423", "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": 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