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[{"key": "dc.contributor.author", "value": "Liimatainen, Laura", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-06-05T10:44:00Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-06-05T10:44:00Z", "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/123456789/87426", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Urheilusponsorointi on kasvanut maailmanlaajuisesti, ja markkinan odotetaan kasvavan edelleen jopa 116:een miljardiin dollariin vuoteen 2027 menness\u00e4 (Business Wire, 2022). Vastineeksi sijoituksesta, sponsori saa etuja liittyen esimerkiksi br\u00e4ndi-imagoon, n\u00e4kyvyyteen sek\u00e4 suuren yleis\u00f6n tuomiin etuihin (Meenaghan, 1991). Koska sponsoroinnissa on kyseess\u00e4 merkitt\u00e4v\u00e4 rahallinen sijoitus, mainonnan tehokkuus on t\u00e4rke\u00e4ss\u00e4 roolissa. Br\u00e4nditietoisuus on laajasti k\u00e4ytetty mainonnan tehokkuuden mittari urheilusponsoroinnissa (Bennett, 1999), ja vapaa br\u00e4ndin muistaminen sek\u00e4 avustettu br\u00e4ndin tunnistaminen ovat t\u00e4rkeit\u00e4 br\u00e4nditietoisuuden mittareita (Pham & Johar, 2001). Tilanne, jossa katsoja altistuu sponsorien mainonnalle voi toimia t\u00e4rke\u00e4n\u00e4 m\u00e4\u00e4r\u00e4\u00e4v\u00e4n\u00e4 tekij\u00e4n\u00e4 br\u00e4ndin muistamisen ja tunnistamisen, sek\u00e4 n\u00e4in ollen mainonnan tehokkuuden osalta. T\u00e4m\u00e4n tutkimuksen tarkoitus on tarkastella tekij\u00f6it\u00e4, jotka vaikuttavat br\u00e4ndin muistamiseen ja tunnistamiseen urheilusponsoroinnin kontekstissa. Tavoitteena on tutkia miss\u00e4 m\u00e4\u00e4rin otteluun sitoutuneisuus, sosiaalinen asetelma (kanssakatsojien m\u00e4\u00e4r\u00e4 ja n\u00e4yt\u00f6n koko), br\u00e4ndin tuttuus ja mainonnalle altistumisen m\u00e4\u00e4r\u00e4 vaikuttavat br\u00e4ndin muistamiseen ja tunnistamiseen. Lis\u00e4ksi tarkoituksena on tutkia sosiaalisen asetelman roolia, koska sill\u00e4 odotetaan olevan erilainen vaikutus sek\u00e4 br\u00e4ndin muistamiseen ja tunnistamiseen, ett\u00e4 sitoutuneisuuteen. Tutkimus toteutettiin kvantitatiivisena: data ker\u00e4ttiin kyselylomakkeella ja sit\u00e4 analysoitiin korrelaatio- ja regressioanalyysien avulla. Tutkimustulokset osoittavat, ett\u00e4 br\u00e4ndin tuttuuden ja br\u00e4ndin muistamisen, br\u00e4ndin tuttuuden ja br\u00e4ndin tunnistamisen, mainonnalle altistumisen ja br\u00e4ndin tunnistamisen, sek\u00e4 kanssakatsojien m\u00e4\u00e4r\u00e4n ja sitoutuneisuuden v\u00e4lill\u00e4 on tilastollista merkitsevyytt\u00e4. Tutkimus ei kuitenkaan saanut tukea hypoteeseille sitoutuneisuuden ja br\u00e4ndin muistamisen tai tunnistamisen, kanssakatsojien m\u00e4\u00e4r\u00e4n ja br\u00e4ndin muistamisen tai tunnistamisen, n\u00e4yt\u00f6n koon ja br\u00e4ndin muistamisen tai tunnistamisen, n\u00e4yt\u00f6n koon ja sitoutuneisuuden, tai mainonnalle altistumisen ja br\u00e4ndin muistamisen v\u00e4lisist\u00e4 suhteista.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "In recent years, sports sponsorship has seen a significant growth in market size globally, and the market size is expected to expand even further, reaching 116 billion USD by the year 2027 (Business Wire, 2022). The monetary investment made by a brand is reciprocated through commercial benefits, such as improvements in brand image, audience reach and brand exposure (Meenaghan, 1991). With such monetary investment, however, advertising effectiveness becomes an issue of great importance. Brand awareness is a widely used measure of advertising effectiveness in sports sponsorship (Bennett, 1999), and unaided brand recall and aided brand recognition are important measures of brand awareness (Pham & Johar, 2001). In the context of sports sponsorship, the circumstance in which the viewer is exposed to advertising messages can be an important determinant of brand recall and recognition, and consequently advertising effectiveness. The aim of this thesis is to examine the factors impacting brand recall and brand recognition in the context of sports sponsorship. Namely, the aim is to examine the extent to which involvement, social setting (number of co-viewers and screen size), brand familiarity and ad exposure influence brand recall and recognition. In addition, the role of social setting is examined, as it is expected to have a different influence on both brand recall and recognition, as well as involvement. The research was conducted using quantitative methods, as data was collected through an online questionnaire, and it was analyzed by conducting correlation and multiple linear regression analyses. The results suggest that there is statistically significant relationship between brand familiarity and brand recall, brand familiarity and brand recognition, ad exposure and brand recognition, and number of co-viewers and involvement. The research could not support hypotheses regarding the relationships between involvement and brand recall or recognition, number of co-viewers and brand recall or recognition, screen size and brand recall or recognition, screen size and involvement, or ad exposure and brand recall.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2023-06-05T10:44:00Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-06-05T10:44:00Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "71", "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 recall", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand recognition", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "sports sponsorship", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "involvement", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "social setting", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "brand familiarity", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "ad exposure", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Antecedents of Brand Recall and Brand Recognition in the Context of Sports Sponsorship", "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-202306053487", "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": "sponsorointi", "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": "urheilu", "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": "sponsorship", "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": "sports", "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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