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[{"key": "dc.contributor.advisor", "value": "Mero, Joel", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Paananen, Tiina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-11-12T06:20:25Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-11-12T06:20:25Z", "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/123456789/78632", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Kuluttajien br\u00e4ndik\u00e4sityksiss\u00e4 on tapahtunut muutos pitk\u00e4ll\u00e4 aikav\u00e4lill\u00e4. Br\u00e4ndi ei ole ainoastaan v\u00e4ri tai symboli, vaan kuluttajan ja br\u00e4ndin v\u00e4lille on tutkimuksissa havaittu voivan synty\u00e4 ihmisten v\u00e4list\u00e4 suhdetta mukaileva suhde. T\u00e4m\u00e4 muutos on n\u00e4ht\u00e4viss\u00e4 tutkimussuuntauksissa, jossa on tutkittu enemm\u00e4n br\u00e4ndin ja kuluttajan v\u00e4lisi\u00e4 suhteita. \n\nT\u00e4m\u00e4n tutkimuksen tavoite on br\u00e4ndisuhdeilmi\u00f6n parempi ymm\u00e4rrys. Tutkimuksessa keskityt\u00e4\u00e4n luomaan ymm\u00e4rryst\u00e4 digitaalisen kuluttajapalvelubr\u00e4ndin ja kuluttajan v\u00e4lisen suhteen suhdetyypeist\u00e4. Suhdetyyppien ilmentymi\u00e4 tarkastellaan affektiivisessa, kognitiivisessa ja behavioristisessa dimensiossa. \n\nTutkimuksen toteutustapa oli kvalitatiivinen eli laadullinen tutkimus. Aineistonkeruu tehtiin teemahaastattelemalla nelj\u00e4toista aktiivista digitaalista kuluttajapalvelun k\u00e4ytt\u00e4j\u00e4\u00e4. Haastateltavien ik\u00e4haarukka oli 20-35 vuotta ja haastateltavista puolet oli naisia ja puolet miehi\u00e4. Aineisto analysoitiin sis\u00e4ll\u00f6nanalyysin keinoin. \n\nTutkimustuloksissa kaikki haastateltavat pystyttiin jakamaan nelj\u00e4\u00e4n suhdetyyppiin: br\u00e4ndimieltymys, br\u00e4ndikiintymys, br\u00e4ndirakkaus ja br\u00e4ndiaddiktio. Br\u00e4ndimieltymyksess\u00e4 kuluttajien sitoutuminen oli l\u00e4hes olematonta, mutta behavioristisia ilmentymi\u00e4 oli hieman l\u00f6ydett\u00e4viss\u00e4. B\u00e4ndikiintymyksess\u00e4 korostui behavioristinen matala sidos br\u00e4ndin ollessa osa kuluttajan arkirutiineja. Br\u00e4ndirakkaudessa n\u00e4kyi erityisesti affektiivinen sidos voimakkaina tunnekuvauksina. Br\u00e4ndiaddiktio havaittiin voimakkaasti kaikilla dimensioilla br\u00e4ndiin riippuvuutena ja sen korvaamattomuutena. Uutena l\u00f6yd\u00f6ksen\u00e4 voitiin kuvata br\u00e4ndipassiivinen suhdetyyppi, jossa palvelua k\u00e4ytettiin jopa vuosien ajan aktiivisesti, sitoutuen palveluun l\u00e4hinn\u00e4 behavioristisesti. Lis\u00e4ksi tutkimustuloksissa huomattiin, ett\u00e4 osa haastateltavista muodosti korvaamattoman riippuvuussuhteen digitaalisiin kuluttajapalvelubr\u00e4ndeihin niin, ett\u00e4 ne olivat arjessa kriittisi\u00e4 ja omasivat korvaamattomia osia henkil\u00f6n historiassa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-11-12T06:20:25Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-11-12T06:20:25Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "59", "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": "br\u00e4ndin ja kuluttajan v\u00e4linen suhde", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "asiakassitoutuminen", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "digitaalinen kuluttajapalvelu", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndimieltymys", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndikiintymys", "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\u00e4ndiaddiktio", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Br\u00e4ndin ja kuluttajan v\u00e4linen suhde digitaalisissa kuluttajapalveluissa", "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-202111125647", "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": "kuluttajat", "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": "kuluttajak\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "markkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sitoutuminen", "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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