| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Uusitalo, Outi", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Silokangas, Peppi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-06-02T06:23:16Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-06-02T06:23:16Z", "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/123456789/87400", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Yhteisbr\u00e4nd\u00e4ys on nopeasti kasvava ja kehittyv\u00e4 markkinointistrategia, jonka avulla on\nmahdollista saavuttaa monipuolisia liiketoiminnan tavoitteita ja erottautua kilpailijoista. T\u00e4ss\u00e4 tutkielmassa haluttiin selvitt\u00e4\u00e4, mitk\u00e4 tekij\u00e4t vaikuttavat kuluttajan arvioon toimialat ylitt\u00e4v\u00e4st\u00e4 yhteisbr\u00e4ndikumppanuudesta ja vaikuttaako syntynyt arvio\nkuluttajan aikomukseen ostaa yhteisbr\u00e4nd\u00e4ttyj\u00e4 tuotteita.\nAiemman kirjallisuuden perusteella voitiin m\u00e4\u00e4ritt\u00e4\u00e4 nelj\u00e4 keskeist\u00e4 kuluttajan yhteisbr\u00e4ndiarvioon yhdistetty\u00e4 tekij\u00e4\u00e4; kuluttajan asenne kumpaakin kumppanibr\u00e4ndi\u00e4\nkohtaan, kumppanibr\u00e4ndien yhten\u00e4isyys, tarjonnan tuottamisen haastavuus sek\u00e4 tarjonnan innovatiivisuus. N\u00e4iden muuttujien v\u00e4lisi\u00e4 suhteita tutkittiin kvantitatiivisin\nmenetelmin s\u00e4hk\u00f6isen kyselylomakkeen avulla, jonka perustana toimi Novitan ja Fazerin\nyhteisbr\u00e4ndikumppanuus. Tutkimuksen otos koostui k\u00e4sity\u00f6harrastajista ja kyselyyn\nvastasi 1284 henkil\u00f6\u00e4.\nTutkimuksen tulokset osoittavat, ett\u00e4 kuluttajan asenne kumpaakin kumppanibr\u00e4ndi\u00e4\nkohtaan, kumppanibr\u00e4ndien yhten\u00e4isyys, tarjonnan tuottamisen haastavuus sek\u00e4 tarjonnan innovatiivisuus vaikuttavat positiivisesti kuluttajan arvioon yhteisbr\u00e4ndikumppanuudesta. Erityisesti yhten\u00e4isyyden ja innovatiivisuuden yhteys kuluttajan arvioon\noli keskeinen. Tulosten perusteella voitiin my\u00f6s todeta, ett\u00e4 kuluttajan yhteisbr\u00e4ndiarviolla on positiivinen vaikutus kuluttajan ostoaikomukseen.\nTulosten valossa voidaan sanoa, ett\u00e4 toimialoiltaan erilaiset br\u00e4ndit voivat muodostaa\nmenestyksekk\u00e4\u00e4n yhteisbr\u00e4ndikumppanuuden, jos n\u00e4iden v\u00e4lilt\u00e4 l\u00f6ytyy l\u00e4ht\u00f6kohtaisesti\njonkinlaista yhten\u00e4isyytt\u00e4, mink\u00e4 pohjalle kumppanuus voidaan rakentaa. Lis\u00e4ksi tuotekehityksess\u00e4 tulisi n\u00e4ky\u00e4 innovatiivinen ote, jotta kaksi br\u00e4ndi\u00e4 voidaan yhdist\u00e4\u00e4 toisiinsa kiinnostavalla tavalla.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-06-02T06:23:16Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-06-02T06:23:16Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "56", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "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": "yhteisbr\u00e4nd\u00e4ys", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "yhteisbr\u00e4ndikumppanuus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ostoaikomus", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "kuluttajan arvio", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Toimialat ylitt\u00e4v\u00e4 yhteisbr\u00e4ndikumppanuus : kuluttajan arvioon vaikuttavat tekij\u00e4t ja ostoaikomuksen muodostuminen", "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-202306023454", "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": "markkinointi", "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": "kyselytutkimus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "innovatiivisuus", "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"}]
|