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[{"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Helenius, Rosa", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-06-02T05:53:26Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-06-02T05:53:26Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2023", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/87391", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Kuluttajien kasvava kiinnostus hyvinvointia kohtaan sek\u00e4 empatian tarve ovat ymm\u00e4rrett\u00e4vi\u00e4, kun huomioidaan viimeaikainen globaali ep\u00e4varmuus ja mukautuminen jatkuvasti muuttuviin olosuhteisiin. Ihmiset joutuvat kohtaamaan ep\u00e4varmuuksia sek\u00e4 sopeutumaan niihin, joka korostaa kuluttajien hyvinvoinnin huomioimista kaupallisilla aloilla. Ep\u00e4varmuus lis\u00e4\u00e4 br\u00e4ndi antropomorfismia, eli br\u00e4ndien ihmism\u00e4isyytt\u00e4. Br\u00e4ndi antropomorfismilla on puolestaan positiivisia vaikutuksia kuluttajien hyvinvointiin, jonka vuoksi br\u00e4ndi antropomorfismi voi olla yksi br\u00e4ndistrategia keinoista tulevaisuudessa.\nT\u00e4m\u00e4 tutkimus pyrkii edist\u00e4m\u00e4\u00e4n br\u00e4ndi antropomorfismi tutkimusta ja keskittyy tutkimaan kuluttajien taipumuksia havaita br\u00e4ndi antropomorfisena sek\u00e4 br\u00e4ndi antropomorfisuuden vaikutuksia kuluttajien hyvinvointiin. Tarkemmin: miten br\u00e4ndi antropomorfismi vaikuttaa kuluttajien hyvinvointiin, miten kuluttajien taipumukset vaikuttavat br\u00e4ndi antropomorfismiin, ja miten br\u00e4ndi antropomorfismi vaikuttaa kuluttajabr\u00e4ndisuhteeseen.\nT\u00e4m\u00e4n tutkimuksen teoreettinen viitekehys perustuu aiempiin br\u00e4ndi antropomorfismi teorioihin. Tutkimuksen tekemisess\u00e4 on hy\u00f6dynnetty kvantitatiivisia menetelmi\u00e4 ja tutkimuksen empiirinen aineisto on ker\u00e4tty online-kyselylomakkeella, joka my\u00f6hemmin analysoitiin kvantitatiivisin menetelmin SMART PLS 4 ohjelmalla.\nTutkimuksen tulosten perusteella, br\u00e4ndi, joka sopeutuu kuluttajan min\u00e4konseptiin, havaitaan antropomorfiseksi. Yksin\u00e4isyys (sosiaalinen motivaatio) ja halu kontrolloida (tehokkuusmotivaatio) eiv\u00e4t lis\u00e4nneet br\u00e4ndin antropomorfisuutta. Br\u00e4ndi antropomorfismi ei vaikuttanut kuluttajien hyvinvointiin eik\u00e4 suoraan kuluttajabr\u00e4ndisuhteeseen. Tulosten perusteella partneribr\u00e4ndi toimii mediaattorina br\u00e4ndi antropomorfismin ja kuluttajabr\u00e4ndisuhteen v\u00e4lill\u00e4. T\u00e4m\u00e4 osoittaa, ett\u00e4 partneribr\u00e4ndi on ratkaiseva tekij\u00e4 kuluttajabr\u00e4ndisuhteessa. \nT\u00e4m\u00e4n tutkimuksen tulokset korostavat kuluttajan ja br\u00e4ndin v\u00e4list\u00e4 yhteensopivuutta sek\u00e4 partneribr\u00e4ndin merkityst\u00e4 kuluttajabr\u00e4ndisuhteen luomisessa ja yll\u00e4pit\u00e4misess\u00e4.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Consumers\u2019 rising interest in well-being and their need for care and empathy is understandable when considering the recent global uncertainties and adaption to ever-changing surroundings. People are forced to cope and adjust to prevalent and future uncertainties that emphasize the need to address the consumers\u2019 well-being in commercial fields. Brand anthropomorphism could be one of a brand\u2019s means to respond to consumers\u2019 urgent need to attend more to their well-being since uncertainties increase consumers' likelihood to anthropomorphize brands more and perceived brand anthropomorphism has beneficial consequences for consumers and their well-being.\nThis study aims to contribute to the research of brand anthropomorphism and the objective is to study consumers\u2019 tendencies to anthropomorphize brands, and how brand anthropomorphism affects consumers\u2019 well-being. And more accurately: how perceived brand anthropomorphism affects consumer well-being, how consumers\u2019 tendencies affect perceived brand anthropomorphism, and how brand anthropomorphism affects consumer-brand relationships.\nThe theoretical framework of this study was derived from previous theories of brand anthropomorphism and utilized quantitative research methods to conduct the study. This study used an online questionnaire to collect empirical data that was further analyzed with quantitative methods in SMART PLS 4.\nThe results of the study revealed that self-brand congruence is an antecedent of brand anthropomorphism, whereas loneliness (i.e., sociality motivation) and desire to be in control (i.e., effectance motivation) were not found to be antecedents of brand anthropomorphism. Brand anthropomorphism was not found to affect consumers\u2019 well-being or directly to consumer-brand relationship. Nevertheless, the results revealed that partnership fully mediated the relationship between brand anthropomorphism and consumer-brand relationship. Indicating, that the brand partnership is a determinant of the consumer-brand relationship.\nThe results of this study emphasize the importance of the congruence between a consumer and a brand, and brand partnership to create and maintain consumer-brand relationship.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-06-02T05:53:26Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-06-02T05:53:26Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "52", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "brand anthropomorphism", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "perceived brand anthropomorphism", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "self-brand congruence", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "consumer-brand relationship", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand partnership", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Nike says, \u201cJust do it\u201d, so I do. : perceived brand anthropomorphism and its effects on consumers\u2019 well-being", "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-202306023445", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "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.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "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": "br\u00e4ndit", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "hyvinvointi", "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": "br\u00e4nd\u00e4ys", "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": "kuluttajak\u00e4ytt\u00e4ytyminen", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "antropomorfismi", "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": "well-being", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "consumers", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "branding", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "marketing", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "consumer behaviour", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "anthropomorphism", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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