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[{"key": "dc.contributor.advisor", "value": "Skippari, Mika", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Gr\u00f6nroos, Kalle", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-06-16T07:50:28Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-06-16T07:50:28Z", "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/123456789/76592", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n tutkimuksen tarkoituksena oli l\u00f6yt\u00e4\u00e4 urheilusponsorointisuhteisiin liittyv\u00e4\u00e4n p\u00e4\u00e4t\u00f6ksentekoon, eli jatkumiseen tai p\u00e4\u00e4ttymiseen, liittyvi\u00e4 suhteen ominaisuuksia yritysten n\u00e4k\u00f6kulmasta. Tutkimuksen teoreettisena pohjana k\u00e4ytettiin yleisesti urheilusponsorointiin sek\u00e4 urheilusponsorointisuhteisiin liittyv\u00e4\u00e4 tutkimuskirjallisuutta. Tutkimusaineisto hankittiin haastattelemalla merkitt\u00e4vien Suomessa toimivien sponsorointia tekevien yritysten edustajia. Lis\u00e4ksi haastateltavilla henkil\u00f6ill\u00e4 tuli olla riitt\u00e4v\u00e4 kokemus sponsoritoiminnasta. Tutkimuksessa pyrittiin laadullisin menetelmin tunnistamaan urheilusponsorointisuhteiden kannalta merkitt\u00e4vi\u00e4 tekij\u00f6it\u00e4 suhteeseen liittyv\u00e4n p\u00e4\u00e4t\u00f6ksenteon kannalta. Tutkimuksen tuloksina tunnistettiin useita suhteiden onnistumista ja ep\u00e4onnistumista m\u00e4\u00e4rittelevi\u00e4 tekij\u00f6it\u00e4 tai ominaisuuksia. N\u00e4ist\u00e4 merkitt\u00e4vimpin\u00e4 ominaisuuksina n\u00e4ytt\u00e4ytyiv\u00e4t vastikkeellisuus, yht\u00e4l\u00e4isyys, luottamus, pitk\u00e4aikaisuus, osaaminen, aktiivisuus sek\u00e4 urheilullinen menestys. Tutkimusaineisto analysoitiin sis\u00e4ll\u00f6nanalyysin menetelm\u00e4ll\u00e4 ja analyysin avulla pyrittiin my\u00f6s tunnistamaan yksitt\u00e4isten ominaisuuksien merkitt\u00e4vyys tai arvo suhteiden kannalta. Tutkimuksen tulosten perusteella tehtyjen johtop\u00e4\u00e4t\u00f6sten kautta luotiin viitekehys suhteen onnistumisen m\u00e4\u00e4rittelyyn t\u00e4ss\u00e4 tutkimuksessa merkitt\u00e4vimpin\u00e4 esiintyneiden ominaisuuksien perusteella. Asettamalla yksitt\u00e4isten ominaisuuksien vahvuusasteet viitekehyksen asteikoille, voidaan n\u00e4hd\u00e4, m\u00e4\u00e4ritell\u00e4\u00e4nk\u00f6 suhde todenn\u00e4k\u00f6isemmin onnistuneeksi vai ep\u00e4onnistuneeksi sponsorin toimesta. Lis\u00e4ksi johtop\u00e4\u00e4t\u00f6sten perusteella luotiin yhdeks\u00e4n kohtaa sis\u00e4lt\u00e4v\u00e4 pikaopas sponsorointikohteille omien sponsorointisuhteidensa jatkumisen mahdollisuuden kasvattamiseen. Yleisesti t\u00e4m\u00e4n tutkimuksen tuloksia ja niiden perusteella tehtyj\u00e4 johtop\u00e4\u00e4t\u00f6ksi\u00e4 voidaan hy\u00f6dynt\u00e4\u00e4 liittyen sponsorointikohteiden suhdetoiminnan kehitt\u00e4miseen sponsoreiden kannalta houkuttelevammaksi ja paremmaksi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-06-16T07:50:28Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-06-16T07:50:28Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "82", "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": "urheilusponsorointisuhde", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "urheilusponsorointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Urheilusponsorointisuhteen ominaisuuksien vaikutus suhteisiin liittyv\u00e4\u00e4n p\u00e4\u00e4t\u00f6ksentekoon", "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-202106163791", "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": "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.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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