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[{"key": "dc.contributor.advisor", "value": "Kemppainen, Tiina", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Minkkinen, Tiina", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2024-06-14T11:54:33Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2024-06-14T11:54:33Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2024", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/95909", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The relatively recent phenomenon of co-branding has attracted the attention of both researchers and brand managers due to the possibility of exploiting synergies between brands and achieving competitive advantage. In turn, the value of brand loyalty has been long recognized as it enables companies to establish long-term relationships with customers. However, the linkage between co-branding and brand loyalty remains under-studied and particularly the customer viewpoint seems to be overlooked.\n The main objective of this study was to increase the understanding on what meanings co-branding has for customers in building and preserving their brand loyalty. Secondly, this study aimed to identify co-branding elements that are important for customers\u2019 loyalty. The third key objective was to discover how co-branding can strengthen or weaken the loyalty of customers. \n The empirical research was conducted between March and April, 2024 focusing on a genuine co-branding alliance between Marimekko and Adidas. A qualitative approach with semi-structured interviews were chosen as method to gain profound insights on the topic from the ten participants. To analyze the findings, thematic analysis and an inductive approach were applied to capture the participants\u2019 experiences and meanings regarding the phenomenon.\n The findings of this research indicated that the meanings of co-branding, as well as customers' perceptions towards the brands and the brand alliance, can reflect on both attitudinal and behavioral loyalty. Furthermore, co-branding can lead to recommendations and prevent brand switching. Important co-branding elements for customers' loyalty were observed to revolve around the launch of cooperation, compatibility of the brands, brand backgrounds, availability, and other alliances. Co-branding experience, added value, and repetition and reach were identified as elements that can strengthen or weaken brand loyalty.\n This study contributes to the academic discussion through supporting extant knowledge and displaying novel observations to the phenomenon. The qualitative research approach helps deepen the understanding and expressing customers voice on the topic. Additionally, managerial implications and suggestions for further research pave way for future practices and discoveries.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Yhteisbr\u00e4nd\u00e4yksen suhteellisen uusi ilmi\u00f6 on her\u00e4tt\u00e4nyt tutkijoiden ja br\u00e4ndijohtajien huomion, koska sen avulla on mahdollista hy\u00f6dynt\u00e4\u00e4 br\u00e4ndien v\u00e4lisi\u00e4 synergioita ja saavuttaa kilpailuetua. Br\u00e4ndiuskollisuuden merkitys puolestaan on kauan tunnistettu, sill\u00e4 se voi auttaa yrityksi\u00e4 luomaan pitk\u00e4aikaisia asiakassuhteita. Yhteisbr\u00e4nd\u00e4yksen ja br\u00e4ndiuskollisuuden v\u00e4list\u00e4 suhdetta on kuitenkin tutkittu v\u00e4h\u00e4n, ja erityisesti asiakasn\u00e4k\u00f6kulma vaikuttaa sivuutetun.\n T\u00e4m\u00e4n tutkimuksen p\u00e4\u00e4tavoitteena oli lis\u00e4t\u00e4 ymm\u00e4rryst\u00e4 siit\u00e4, mit\u00e4 merkityksi\u00e4 yhteisbr\u00e4nd\u00e4yksell\u00e4 on asiakkaiden br\u00e4ndiuskollisuuden rakentamisessa ja yll\u00e4pit\u00e4misess\u00e4. Tutkimuksen tavoitteena oli my\u00f6s l\u00f6yt\u00e4\u00e4 yhteisbr\u00e4nd\u00e4yksen tekij\u00f6it\u00e4, jotka ovat t\u00e4rkeit\u00e4 asiakkaiden uskollisuuden kannalta. Lis\u00e4ksi pyrittiin selvitt\u00e4m\u00e4\u00e4n, miten yhteisbr\u00e4nd\u00e4ys voi vahvistaa tai heikent\u00e4\u00e4 uskollisuutta. \n Empiirinen tutkimus toteutettiin maalis-huhtikuussa 2024 keskittyen todelliseen yhteisty\u00f6h\u00f6n Marimekon ja Adidaksen v\u00e4lill\u00e4. Menetelmiksi valittiin kvalitatiivinen l\u00e4hestymistapa ja puolistrukturoidut haastattelut, jotta saataisiin selville haastatteluun osallistuneiden kymmenen henkil\u00f6n syv\u00e4llisi\u00e4 k\u00e4sityksi\u00e4 aiheesta. Tulosten analysoinnissa k\u00e4ytettiin temaattista analyysia ja induktiivista l\u00e4hestymistapaa osallistujien kokemusten ja merkitysten tallentamiseksi.\n Tutkimuksen tulokset osoittivat, ett\u00e4 yhteisbr\u00e4nd\u00e4yksen merkitykset sek\u00e4 asiakkaiden n\u00e4kemykset br\u00e4ndeist\u00e4 ja br\u00e4ndiliitosta voivat vaikuttaa sek\u00e4 asenteelliseen ett\u00e4 k\u00e4ytt\u00e4ytymiseen perustuvaan uskollisuuteen. Lis\u00e4ksi yhteisbr\u00e4nd\u00e4ys voi johtaa suosituksiin ja est\u00e4\u00e4 br\u00e4ndin vaihtamista. Yhteisty\u00f6n k\u00e4ynnist\u00e4miseen, br\u00e4ndien yhteensopivuuteen ja taustatekij\u00f6ihin, saatavuuteen sek\u00e4 muihin yhteist\u00f6ihin liittyvien tekij\u00f6iden havaittiin olevan br\u00e4ndiuskollisuuden kannalta t\u00e4rkeit\u00e4. Yhteisbr\u00e4nd\u00e4yskokemus, lis\u00e4arvo sek\u00e4 toistuminen ja ulottuvuus tunnistettiin tekij\u00f6iksi, jotka voivat vahvistaa tai heikent\u00e4\u00e4 br\u00e4ndiuskollisuutta.\n T\u00e4m\u00e4 tutkimus tuo osansa akateemiseen keskusteluun tukemalla olemassa olevaa tiet\u00e4myst\u00e4 ja esittelem\u00e4ll\u00e4 uusia havaintoja ilmi\u00f6st\u00e4. Tutkimuksen laadullinen l\u00e4hestymistapa auttaa syvent\u00e4m\u00e4\u00e4n ymm\u00e4rryst\u00e4 ja ilmaisemaan asiakkaiden n\u00e4kemyst\u00e4 aiheesta. Lis\u00e4ksi tutkimuksen johtop\u00e4\u00e4t\u00f6kset ja jatkotutkimusehdotukset viitoittavat tiet\u00e4 aiheeseen liittyville tuleville k\u00e4yt\u00e4nn\u00f6ille ja l\u00f6yd\u00f6ksille.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2024-06-14T11:54:33Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2024-06-14T11:54:33Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "78", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "CC BY 4.0", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "The role of co-branding in brand loyalty", "language": null, "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-202406144675", "language": null, "element": "identifier", "qualifier": "urn", "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.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"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.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://creativecommons.org/licenses/by/4.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}]
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