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Larsen Fridrik (University of Iceland, Iceland), Smyczek Sławomir (University of Economics in Katowice, Poland)
Branding electricity in a newly liberalised market - evidence from the Polish and Icelandic markets
Prace Naukowe / Uniwersytet Ekonomiczny w Katowicach. Challenges for marketing in 21st century, 2017, s. 139-163, tab.,bibliogr.56 poz.
Słowa kluczowe
Energia elektryczna, Przemysł energetyczny, Rynek, Marketing
Electric power, Power industry, Market, Marketing
Limited research exists on branding of electricity and the research that can be found is mostly on the promotional impacts of green energy (Roe, Teisl, Levy and Russell, 2001; Bird, Wustenhagen and Aabakken, 2002; Holt, 2004; Marlc- ard and Truffer, 2006). Only a handful of papers can be found where researchers use the theoretical base of the generał branding literaturę to build conceptual models for branding in the electricity industry (Wiedmann, 2004; Hartmann, Ibanez and Sainz, 2005). Even though Europe's energy markets are still heavily regulated, liberation of the energy markets in the last years and decades has brought about a new frame of reference for the companies operating with industry. The industry has switched from a distribution environment to a competitive environment as both private households and businesses are now able to choose among the various companies supplying energy. This fact has given the con- sumer added influence (Novak and Lyman, 1998; Pesce, 2002; Senia, 2002). However, the pace at which the liberation is taking place is different between countries and it remains to be discovered which long-term effects liberation will have. (fragment of text)
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Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
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