The backstage of brand-artist marketing collaborations the artist perspective

Vaikka yritykset ovat tehneet yhteistyötä julkisuuden henkilöiden kanssa vuosikymmenien ajan ja julkisuuden henkilön käyttäminen suosittelijana on sekä tutkijoiden että ammattilaisten mukaan todistetusti tehokas markkinointikeino, on julkisuuden henkilön näkökulma kyseisiin yhteistöihin tuntemattoma...

Täydet tiedot

Bibliografiset tiedot
Päätekijä: Mannonen, Anna
Muut tekijät: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Aineistotyyppi: Pro gradu
Kieli:eng
Julkaistu: 2021
Aiheet:
Linkit: https://jyx.jyu.fi/handle/123456789/76608
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author Mannonen, Anna
author2 Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_facet Mannonen, Anna Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä Mannonen, Anna Kauppakorkeakoulu School of Business and Economics Taloustieteet Business and Economics Jyväskylän yliopisto University of Jyväskylä
author_sort Mannonen, Anna
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description Vaikka yritykset ovat tehneet yhteistyötä julkisuuden henkilöiden kanssa vuosikymmenien ajan ja julkisuuden henkilön käyttäminen suosittelijana on sekä tutkijoiden että ammattilaisten mukaan todistetusti tehokas markkinointikeino, on julkisuuden henkilön näkökulma kyseisiin yhteistöihin tuntemattomampi. Tämä tutkimus tarttuu tähän aiheeseen tarkastelemalla julkisuudenhenkilöiden ja yritysbrändien välisiä markkinointiyhteistöitä julkisuuden henkilön näkökulmasta. Tutkimuksessa keskitytään rap-artisteihin, sillä he ovat lisääntyneen suosionsa vuoksi yhä käytetympiä tämän kaltaisissa yhteistöissä ja pystyvät tarjoamaan yrityksille monipuolisia markkinointimahdollisuuksia. Aihetta tarkastellaan yhteisbrändäyksen näkökulmasta, jossa julkisuuden henkilön käyttämistä suosittelijana pidetään kahden yhdenvertaisen brändin, henkilöbrändin ja yritysbrändin, välisenä yhteisbrändäysstrategiana. Tässä tutkimuksessa selvitetään artistien kokemuksia heidän ja brändien välisistä markkinointiyhteistöistä, ja tavoitteena on lisätä ymmärrystä ja tietoa aiheesta sekä artistien että yritysten käyttöön. Tarkoituksena on selvittää, miten artistit näkevät brändiyhteistyöt heidän oman artistibrändinsä kannalta, ja tunnistaa, millaisia motiiveja artisteilla on osallistua yhteistöihin. Tutkimus on laadullinen, ja aineiston muodostavat kuudelle rap-artistille tehdyt puolistrukturoidut haastattelut, jotka analysoitiin temaattisella analyysilla. Tulosten mukaan nykyajan rap-artisteja tulisi pitää henkilöbrändeinä, mikä on linjassa aikaisemman tutkimuksen kanssa. Tämä vahvistaa käsitystä siitä, että markkinointiyhteistöitä olisi nykypäivän markkinoinnissa tärkeää tarkastella ja hallinnoida henkilöbrändin ja yritysbrändin välisinä yhteisbrändäysstrategioina. Lisäksi tämä tutkimus tunnisti viisi motiivikategoriaa, jotka ovat merkityksellisiä artistien päätöksenteossa liittyen markkinointiyhteistöihin: taloudelliset, arvoihin perustuvat, henkilökohtaiset, henkilöbrändiin perustuvat ja yritykseen liittyvät motiivit. Tämä lisää ymmärrystä siitä, mikä motivoi artisteja osallistumaan markkinointiyhteistöihin ja auttaa siten yrityksiä kehittämään yhteistyötarjouksiaan tulevaisuudessa. Tämä tutkimus tuo oman lisänsä jo olemassa olevaan tutkimukseen julkisuuden henkilöitä hyödyntävästä markkinoinnista. 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. The 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’ 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. The findings suggest that today’s 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’s 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.
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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. 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spellingShingle Mannonen, Anna The backstage of brand-artist marketing collaborations : the artist perspective co-branding celebrity endorsement human brands brand management Markkinointi Marketing 20423 henkilöbrändäys brändit musiikkiteollisuus personal branding brands music industry
title The backstage of brand-artist marketing collaborations : the artist perspective
title_full The backstage of brand-artist marketing collaborations : the artist perspective
title_fullStr The backstage of brand-artist marketing collaborations : the artist perspective The backstage of brand-artist marketing collaborations : the artist perspective
title_full_unstemmed The backstage of brand-artist marketing collaborations : the artist perspective The backstage of brand-artist marketing collaborations : the artist perspective
title_short The backstage of brand-artist marketing collaborations
title_sort backstage of brand artist marketing collaborations the artist perspective
title_sub the artist perspective
title_txtP The backstage of brand-artist marketing collaborations : the artist perspective
topic co-branding celebrity endorsement human brands brand management Markkinointi Marketing 20423 henkilöbrändäys brändit musiikkiteollisuus personal branding brands music industry
topic_facet 20423 Marketing Markkinointi brand management brands brändit celebrity endorsement co-branding henkilöbrändäys human brands music industry musiikkiteollisuus personal branding
url https://jyx.jyu.fi/handle/123456789/76608 http://www.urn.fi/URN:NBN:fi:jyu-202106163807
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