| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Munnukka, Juha", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Vettenranta, Heini", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2023-10-30T07:13:09Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2023-10-30T07:13:09Z", "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/123456789/91022", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n tutkimuksen tavoitteena on lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 urheiluvaikuttajien br\u00e4ndiviestinn\u00e4n merkityksest\u00e4 kuluttajak\u00e4ytt\u00e4ytymiseen erityisesti maineen n\u00e4k\u00f6kulmasta. Maineen vaikutusta tutkittiin asenteeseen suosittelua kohtaan. Lis\u00e4ksi tutkittiin suositteluasenteen vaikutusta br\u00e4ndiasenteeseen sek\u00e4 edelleen br\u00e4ndiasenteen vaikutusta ostoaikomukseen ja br\u00e4ndiuskollisuuteen. Vaikutuksia tutkittiin maineen, urheiluvaikuttajan ja br\u00e4ndin yhteensopivuuden sek\u00e4 urheilukiinnostuksen n\u00e4k\u00f6kulmasta.\n Tutkimuksessa hy\u00f6dynnettiin aiempia maineeseen ja muihin mittareihin perustuvia teorioita. T\u00e4ss\u00e4 tutkimuksessa maineen oletettiin vaikuttavan positiivisesti asenteeseen suosittelua kohtaan, suositteluasenteen oletettiin vaikuttavan positiivisesti br\u00e4ndiasenteeseen ja br\u00e4ndiasenteen oletettiin vaikuttavan positiivisesti ostoaikomukseen ja br\u00e4ndiuskollisuuteen. Samalla oletettiin kiinnostuksen urheilua kohtaan sek\u00e4 vaikuttajan ja br\u00e4ndin yhteensopivuuden kasvattavan maineen vaikutusta suositteluasenteeseen.\n Tutkimus toteutettiin kvantitatiivisena tutkimuksena, jonka empiirinen osuus toteutettiin kyselytutkimuksena. Vastaajia pyydettiin perehtym\u00e4\u00e4n urheiluvaikuttajan tekem\u00e4\u00e4n kaupalliseen julkaisuun, jossa mainostettiin urheilubr\u00e4ndi\u00e4. Kolmesta eri urheilijan julkaisusta yksi n\u00e4ytettiin vastaajalle satunnaisesti. Muuttuvana tekij\u00e4n\u00e4 oli urheilijoiden oletettu maine eli yksi urheilijoista oli oletettavasti neutraalimaineinen, yksi hyv\u00e4maineinen ja yksi oletettavasti hieman huonomaineisempi. \n Tutkimustuloksista selvisi, ett\u00e4 urheilijan maineella on jonkin verran vaikutusta parantuneeseen asenteeseen suosittelua kohtaan ja positiivinen suosittelu-asenne taas vaikuttaa parantavasti br\u00e4ndiasenteeseen. Odotuksien mukaan t\u00e4m\u00e4 osaltaan kasvattaa br\u00e4ndin ostoaikomusta. Lis\u00e4ksi selvisi, ett\u00e4 urheilijan ja suositeltavan tuotteen yhteensopivuus kasvattaa maineen vaikutusta suositteluasenteeseen. Odotusten vastaisesti br\u00e4ndiasenteella ei l\u00f6ydetty tilastollisesti merkitt\u00e4v\u00e4\u00e4 vaikutusta br\u00e4ndiuskollisuuteen eik\u00e4 urheilukiinnostuksella l\u00f6ydetty tilastollisesti merkitt\u00e4v\u00e4\u00e4 vaikutusta maineen ja suositteluasenteen yhteyteen.\n Tutkimuksen perusteella urheilijoiden kanssa yhteisty\u00f6t\u00e4 tekevi\u00e4 yrityksi\u00e4 suositellaan huomioimaan urheilijan maineen vaikutukset ja muut taustatekij\u00e4t kuluttajien asenteisiin sopivaa urheilijaa valittaessa", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2023-10-30T07:13:09Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2023-10-30T07:13:09Z (GMT). No. of bitstreams: 0\n Previous issue date: 2023", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "61", "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": "suosittelu", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Urheilijat vaikuttajina : maineen vaikutus suosittelun tehokkuuteen", "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-202310307049", "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": "maine", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "urheilijat", "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": "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": "asenteet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "huippu-urheilu", "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": "imago", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yritykset", "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"}]
|