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[{"key": "dc.contributor.advisor", "value": "Reinikainen, Hanna", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Mannonen, Anna", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-06-16T12:26:32Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-06-16T12:26:32Z", "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/123456789/76608", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Vaikka yritykset ovat tehneet yhteisty\u00f6t\u00e4 julkisuuden henkil\u00f6iden kanssa vuosikymmenien ajan ja julkisuuden henkil\u00f6n k\u00e4ytt\u00e4minen suosittelijana on sek\u00e4 tutkijoiden ett\u00e4 ammattilaisten mukaan todistetusti tehokas markkinointikeino, on julkisuuden henkil\u00f6n n\u00e4k\u00f6kulma kyseisiin yhteist\u00f6ihin tuntemattomampi. T\u00e4m\u00e4 tutkimus tarttuu t\u00e4h\u00e4n aiheeseen tarkastelemalla julkisuudenhenkil\u00f6iden ja yritysbr\u00e4ndien v\u00e4lisi\u00e4 markkinointiyhteist\u00f6it\u00e4 julkisuuden henkil\u00f6n n\u00e4k\u00f6kulmasta. Tutkimuksessa keskityt\u00e4\u00e4n rap-artisteihin, sill\u00e4 he ovat lis\u00e4\u00e4ntyneen suosionsa vuoksi yh\u00e4 k\u00e4ytetympi\u00e4 t\u00e4m\u00e4n kaltaisissa yhteist\u00f6iss\u00e4 ja pystyv\u00e4t tarjoamaan yrityksille monipuolisia markkinointimahdollisuuksia. Aihetta tarkastellaan yhteisbr\u00e4nd\u00e4yksen n\u00e4k\u00f6kulmasta, jossa julkisuuden henkil\u00f6n k\u00e4ytt\u00e4mist\u00e4 suosittelijana pidet\u00e4\u00e4n kahden yhdenvertaisen br\u00e4ndin, henkil\u00f6br\u00e4ndin ja yritysbr\u00e4ndin, v\u00e4lisen\u00e4 yhteisbr\u00e4nd\u00e4ysstrategiana. T\u00e4ss\u00e4 tutkimuksessa selvitet\u00e4\u00e4n artistien kokemuksia heid\u00e4n ja br\u00e4ndien v\u00e4lisist\u00e4 markkinointiyhteist\u00f6ist\u00e4, ja tavoitteena on lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 ja tietoa aiheesta sek\u00e4 artistien ett\u00e4 yritysten k\u00e4ytt\u00f6\u00f6n. Tarkoituksena on selvitt\u00e4\u00e4, miten artistit n\u00e4kev\u00e4t br\u00e4ndiyhteisty\u00f6t heid\u00e4n oman artistibr\u00e4ndins\u00e4 kannalta, ja tunnistaa, millaisia motiiveja artisteilla on osallistua yhteist\u00f6ihin. Tutkimus on laadullinen, ja aineiston muodostavat kuudelle rap-artistille tehdyt puolistrukturoidut haastattelut, jotka analysoitiin temaattisella analyysilla.\nTulosten mukaan nykyajan rap-artisteja tulisi pit\u00e4\u00e4 henkil\u00f6br\u00e4ndein\u00e4, mik\u00e4 on linjassa aikaisemman tutkimuksen kanssa. T\u00e4m\u00e4 vahvistaa k\u00e4sityst\u00e4 siit\u00e4, ett\u00e4 markkinointiyhteist\u00f6it\u00e4 olisi nykyp\u00e4iv\u00e4n markkinoinnissa t\u00e4rke\u00e4\u00e4 tarkastella ja hallinnoida henkil\u00f6br\u00e4ndin ja yritysbr\u00e4ndin v\u00e4lisin\u00e4 yhteisbr\u00e4nd\u00e4ysstrategioina. Lis\u00e4ksi t\u00e4m\u00e4 tutkimus tunnisti viisi motiivikategoriaa, jotka ovat merkityksellisi\u00e4 artistien p\u00e4\u00e4t\u00f6ksenteossa liittyen markkinointiyhteist\u00f6ihin: taloudelliset, arvoihin perustuvat, henkil\u00f6kohtaiset, henkil\u00f6br\u00e4ndiin perustuvat ja yritykseen liittyv\u00e4t motiivit. T\u00e4m\u00e4 lis\u00e4\u00e4 ymm\u00e4rryst\u00e4 siit\u00e4, mik\u00e4 motivoi artisteja osallistumaan markkinointiyhteist\u00f6ihin ja auttaa siten yrityksi\u00e4 kehitt\u00e4m\u00e4\u00e4n yhteisty\u00f6tarjouksiaan tulevaisuudessa. T\u00e4m\u00e4 tutkimus tuo oman lis\u00e4ns\u00e4 jo olemassa olevaan tutkimukseen julkisuuden henkil\u00f6it\u00e4 hy\u00f6dynt\u00e4v\u00e4st\u00e4 markkinoinnista.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Although companies have collaborated with celebrities for decades and celebrity endorsements have been proven to be an effective marketing method by both scholars and practitioners, the celebrity perspective on such collaborations has remained understudied. This study addresses this gap by investigating marketing collaborations between celebrities and corporate brands from the celebrity perspective. The focus is on a specific group of celebrities who have been increasingly utilized in such collaborations due to their rising popularity, and who are able to provide a large scope of marketing opportunities for companies: rap artists.\nThe topic is explored from a co-branding perspective where celebrity endorsements are considered as co-branding strategies between two equal brands: a human brand and a corporate brand. The aim is to empirically explore artists\u2019 experiences of brand-artist marketing collaborations and thus gain a better understanding and more knowledge about the topic for both artists and companies. This is attained by exploring how rap artists consider brand collaborations in terms of their artist brand and by identifying what kind of motives they have for participating in such collaborations. This study adopts a qualitative research strategy with semi-structured interviews with six rap artists and analyses the data with thematic analysis.\nThe findings suggest that today\u2019s rap artists should be considered as human brands, which is in line with previous research. This underlines the importance of considering and managing brand-artist collaborations as co-branding strategies between a human brand and a corporate brand in today\u2019s marketing practices. Furthermore, five categories of motives were identified to be significant in terms of the artist decision-making regarding marketing collaborations: financial, value based, personal, human brand-based and company related motives. This creates a better understanding on what motivates rap artists to collaborate, and thus helps companies to develop their collaboration offers in the future. This study contributes to existing research on celebrity marketing.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-06-16T12:26:32Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-06-16T12:26:32Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "61", "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": "co-branding", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "celebrity endorsement", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "human brands", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand management", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "The backstage of brand-artist marketing collaborations : the artist 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-202106163807", "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": "henkil\u00f6br\u00e4nd\u00e4ys", "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": "musiikkiteollisuus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "personal branding", "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": "music industry", "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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