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[{"key": "dc.contributor.advisor", "value": "Skippari, Mika", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Hirvonen, Susanne", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-06-16T06:38:50Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-06-16T06:38:50Z", "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/123456789/87855", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Urheilusponsorointi on globaalisti kooltaan $65 miljardia ja vakiintunut markkinointikeino. Huolimatta sponsoroinnin merkityksest\u00e4 markkinoinnin kent\u00e4ss\u00e4, sponsoroinnin tutkimus ja kirjallisuus ovat j\u00e4ljess\u00e4 alan kehityksest\u00e4. Sponsorointi on kehittynyt passiivisesta lahjoittaja-vastaanottaja suhteesta pitk\u00e4ik\u00e4isiin ja arvokkaisiin partnerisuhteisiin. T\u00e4ss\u00e4 tutkimuksessa liitet\u00e4\u00e4n arvon yhteisluonti ensimm\u00e4isi\u00e4 kertoja sponsoroinnin kentt\u00e4\u00e4n.\nTutkimuksen tavoite on lis\u00e4t\u00e4 arvokasta tietoa sponsoroinnin suhteista ja tunnistaa arvon yhteisluontiin ja yhteistuhoamiseen vaikuttavia ajureita molempien sponsorin ja sponsoroitavan n\u00e4k\u00f6kulmasta. Lis\u00e4ksi yhten\u00e4 tavoitteena on tunnistaa arvon yhteisluonnin esiintyminen sponsoroinnin kent\u00e4ss\u00e4 ja miten se n\u00e4ytt\u00e4ytyy, sill\u00e4 arvon yhteisluontia ei ole juurikaan tutkittu sponsoroinnin kent\u00e4ss\u00e4.\nTutkimus toteutettiin k\u00e4ytt\u00e4en kvalitatiivisia tutkimusmenetelmi\u00e4 ja abduktiivista p\u00e4\u00e4ttely\u00e4. Data ker\u00e4ttiin semi-strukturoiduilla teemahaastatteluilla 10 haastateltavalta. Puolet haastateltavista oli ammattiurheilijoita eri yksil\u00f6lajeista ja puolet eri yritysten edustajia merkitt\u00e4vist\u00e4 toimijoista sponsoroinnin kent\u00e4ss\u00e4. Valitut haastateltavat ovat merkitt\u00e4vi\u00e4 toimijoita sponsoroinnin kent\u00e4ss\u00e4 ja heid\u00e4n tietonsa t\u00e4st\u00e4 ilmi\u00f6st\u00e4 on erinomaista. Aineisto analysoitiin tyypittelyll\u00e4 ja teemoittelulla.\nTulokset on jaettu nelj\u00e4\u00e4n ryhm\u00e4\u00e4n: sponsoroinnin motiivit, sponsoroinnin sidosryhm\u00e4t, arvon yhteisluominen sponsoroinnissa ja arvon yhteistuhoaminen sponsoroinnissa. Sponsoroinnin motiiveissa korostui pitk\u00e4aikaiset sponsorisuhteet ja hyv\u00e4 br\u00e4ndien sopivuus oli keski\u00f6ss\u00e4. Sidosryhmien, erityisesti managerin, rooli todettiin merkitt\u00e4v\u00e4ksi sponsoroinnin kent\u00e4ss\u00e4 ja se n\u00e4ytt\u00e4ytyi sek\u00e4 positiivisesti ett\u00e4 negatiivisesti. Managerin rooli oli ristiriitainen ja managerien vaikutus arvon yhteisluontiin ja yhteistuhoon sai kontroversiaalisia tuloksia. Kommunikaatio ja jaetut resurssit havaittiin vaikuttavan arvon yhteisluontiin ja yhteistuhoamiseen merkitt\u00e4v\u00e4sti, ja arvon yhteisluonti koettiin arvokkaaksi molempien sponsorin ja sponsoroitavan n\u00e4k\u00f6kannalta.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Sport sponsorship is globally the size of $65 billion and is an established marketing communication platform. Despite its relevance for marketers, sponsorship is still lacking severely behind on research. The state of sponsorship literature has been year after year noted to be inadequate on many aspects of sponsorship and especially sponsorship relationships, even though it is a growing industry. Due to sponsorship evolving from passive donor and recipient relationships to longer term valuable partnership, the co-creation of value becomes important. This research adapts value co-creation to sponsorship for one of the first times to gain information about the drivers of value co-creation and co-destruction in sponsorship.\nThe aim of this research is to identify the distinct drivers and the process of value co-creation and co-destruction in sponsorship from both sponsee\u2019s and sponsor\u2019s perspective. In addition, since value co-creation hasn\u2019t been studied in sport sponsorship, one objective is to recognize the value co-creation\u2019s occurrence.\nThe study was conducted through qualitative methods with an abductive approach. The data was collected from 10 semi-structured theme interviews from quality informants. Half of the informants were professional athletes from different individual sports and half were company representatives that have exquisite experience of sponsorships. The selected informants are significant actors in sponsorship and their knowledge of this phenomenon is outstanding. The data was analyzed with content analysis and thematic analysis.\nThe findings are divided into four themes: sponsorship motives, stakeholders in sponsorship, value co-creation and value co-destruction in sponsorship. The motives for sponsorship emphasized long-term sponsorships, and good brand suitability was the key element in sponsorship. Sponsor\u2019s motives were branding, advertising and responsibility when sponsee\u2019s were income, athlete branding and personal values. Stakeholder\u2019s role, especially manager\u2019s, was found to be significant in sport sponsorship. Manager\u2019s role was controversial and their impact on value co-creation and co-destruction gained polarized results. Communication and shared resources were found to impact value co-creation and co-destruction notably and value co-creation was emphasized to be valuable for both parties.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-06-16T06:38:50Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-06-16T06:38:50Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "98", "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": "value co-creation", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "value co-destruction", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Sport sponsorship value co-creation", "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-202306163910", "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": "sponsorointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "arvonluonti", "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": "markkinointitutkimus", "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": "value creation", "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.subject.yso", "value": "marketing research", "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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