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[{"key": "dc.contributor.advisor", "value": "Luoma-aho, Vilma", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "J\u00e4rvi, Janina", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2022-05-10T09:31:28Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2022-05-10T09:31:28Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2022", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/80969", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Luksusbr\u00e4ndit ovat olleet digitalisaation ja sosiaalisen median tulon my\u00f6t\u00e4 muutoksen edess\u00e4. Br\u00e4ndit ovat helpommin jokaisen saavutettavissa, joka voi vaarantaa br\u00e4ndien syvimm\u00e4n olemuksen. Kuluttajien subjektiiviset kokemukset m\u00e4\u00e4rittelev\u00e4t osaltaan luksuksen. Sosiaalisen median my\u00f6t\u00e4 br\u00e4ndiyhteis\u00f6t ovat tuoneet br\u00e4ndit l\u00e4hemm\u00e4s kuluttajia ja ne ovat merkitt\u00e4v\u00e4ss\u00e4 roolissa luksuksen br\u00e4nd\u00e4yksess\u00e4, sill\u00e4 yhteis\u00f6jen kautta kuluttajat ovat entist\u00e4 sitoutuneempia br\u00e4ndiin. T\u00e4ss\u00e4 pro gradu -tutkielmassa keskityttiin br\u00e4ndilojaalisuuteen ja pyrittiin selvitt\u00e4m\u00e4\u00e4n ensimm\u00e4iseen tutkimusongelmaan vastausta, mitk\u00e4 osatekij\u00e4t liittyv\u00e4t br\u00e4ndilojaalisuuteen. \n\nT\u00e4m\u00e4 tutkimus toteutettiin laadullisena tutkimuksena puolistrukturoituja teemahaastatteluja apuna k\u00e4ytt\u00e4en. Aineiston avulla oli tarkoitus saada syv\u00e4llisempi k\u00e4sitys luksuksen k\u00e4sitteest\u00e4, luksukseen liittyvist\u00e4 tunteista ja k\u00e4ytt\u00e4ytymisest\u00e4 sek\u00e4 miten br\u00e4ndiyhteis\u00f6t edist\u00e4v\u00e4t lojaalisuutta br\u00e4ndi\u00e4 kohtaan. Tutkimuksen kohderyhm\u00e4n\u00e4 olivat suomalaisen sosiaalisen median luksusbr\u00e4ndiyhteis\u00f6n j\u00e4senet. Aineistoa analysoitiin etsien vastausta toiseen tutkimusongelmaan, edist\u00e4\u00e4k\u00f6 br\u00e4ndiyhteis\u00f6 lojaalisuutta br\u00e4ndi\u00e4 kohtaan.\n\nTutkimuksen tuloksista ilmeni osatekij\u00f6iden edist\u00e4v\u00e4n lojaalisuutta, mutta syv\u00e4llisemm\u00e4n yhteyden ja rakkauden puuttuessa br\u00e4ndi\u00e4 kohtaan, osatekij\u00e4t eiv\u00e4t johda lojaalisuuteen yksin\u00e4\u00e4n. Kyse on kokonaisuudesta, joka on osatekij\u00f6iden summa, jossa br\u00e4ndiin liittyv\u00e4 rakkaus on keski\u00f6ss\u00e4. Keskeisiksi syiksi nousivat yhteis\u00f6n j\u00e4senien passiivisuus, j\u00e4senien omat riitt\u00e4m\u00e4tt\u00f6m\u00e4t kokemukset br\u00e4ndin tuotteista sek\u00e4 riitt\u00e4m\u00e4t\u00f6n tieto br\u00e4ndist\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2022-05-10T09:31:28Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2022-05-10T09:31:28Z (GMT). No. of bitstreams: 0\n Previous issue date: 2022", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "62", "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": "luksus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndiyhteis\u00f6", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "br\u00e4ndilojaalisuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Unelmaa rakentamassa : luksusbr\u00e4ndiyhteis\u00f6jen kuluttajat", "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-202205102619", "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": "Viestinn\u00e4n johtaminen", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Corporate Communication", "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": "2043", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "ylellisyys", "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": "sosiaalinen media", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yhteis\u00f6t", "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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