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dc.contributor.advisorVehmas, Hanna
dc.contributor.advisorRasku, Risto
dc.contributor.authorKoljonen, Saana
dc.date.accessioned2015-11-26T15:06:10Z
dc.date.available2015-11-26T15:06:10Z
dc.date.issued2015
dc.identifier.otheroai:jykdok.linneanet.fi:1504735
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/47845
dc.description.abstractAs the world of sport is encountering challenges, such as intensified competition, fragmented markets and loss of commitment, there is a need to discover new insights of the global sport consumers to gain more understanding of their behavior. Volleyball world is not an exception as regards the challenges. Despite its popularity, however, volleyball has not been researched as widely as for example football. The purpose of this master’s thesis was to investigate the image of volleyball through the perceived attributes the spectating fans link to this discipline in the context of an international tournament. Namely fans are the consumers in sport world and work as co-creators of sport events. The attributes of volleyball were linked with certain values which made it possible to explore the values and attributes of volleyball. Additionally, the fans’ personal value patterns were investigated. The theories utilized in the research were human value theory by Schwartz (2012), consumer behavior theory by Kotler (2009) and brand image theory by Keller (1993). The study was conducted as a quantitative research during the FIVB Men’s Volleyball Championships 2014 in Poland and 276 questionnaires were collected. The results indicate that volleyball is perceived as international, fun, exciting, ambitious, and pleasant sport by the fans and the values of volleyball are universalism, stimulation, and achievement. Fans expect therefore i.e. escape from daily life, excitement, enjoyment, and togetherness when they attend a volleyball event. The most common personal values of the fans are benevolence, safety and hedonism. As a conclusion, the findings indicate that there were no significant differences between nationalities or genders but the fans of volleyball are rather homogeneous group of people. The discovered unique attributes and values can be used to develop the image of volleyball, to foster the growth of the sport and unity among volleyball fans. Moreover, the results provide valuable content for marketing, promotion and advertising.en
dc.format.extent1 verkkoaineisto (109 sivua)
dc.language.isoeng
dc.rightsJulkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.fi
dc.rightsThis publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.en
dc.subject.othervolleyball
dc.subject.otherattributes
dc.subject.otherimage
dc.subject.otherhuman values
dc.subject.otherconsumer behavior
dc.subject.othersport management 
dc.titleValues and attributes of volleyball by the fans in the FIVB Men's World Championships 2014
dc.identifier.urnURN:NBN:fi:jyu-201511263843
dc.type.ontasotPro gradufi
dc.type.ontasotMaster's thesisen
dc.contributor.tiedekuntaLiikuntatieteellinen tiedekuntafi
dc.contributor.tiedekuntaFaculty of Sport and Health Sciencesen
dc.contributor.laitosLiikuntakasvatuksen laitosfi
dc.contributor.laitosDepartment of Sport Sciencesen
dc.contributor.yliopistoUniversity of Jyväskyläen
dc.contributor.yliopistoJyväskylän yliopistofi
dc.contributor.oppiaineLiikunnan yhteiskuntatieteetfi
dc.contributor.oppiaineSocial Sciences of Sporten
dc.subject.methodKvantitatiivinen tutkimus
dc.date.updated2015-11-26T15:06:10Z
dc.rights.accesslevelopenAccessfi
dc.contributor.oppiainekoodi5032
dc.subject.ysolentopallo
dc.subject.ysourheilu
dc.subject.ysoimago
dc.subject.ysobrändit
dc.subject.ysokuluttajakäyttäytyminen
dc.subject.ysofanius
dc.subject.ysoarvot


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