BazEkon - Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie

BazEkon home page

Meny główne

Autor
Larsen Fridrik (University of Iceland, Iceland), Smyczek Sławomir (University of Economics in Katowice, Poland)
Tytuł
Branding electricity in a newly liberalised market - evidence from the Polish and Icelandic markets
Źródło
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
Abstrakt
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)
Dostępne w
Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
Bibliografia
Pokaż
  1. Aaker D.A. (1996), Building Strong Brands, Free Press, New York
  2. Aaker D.A., Joachimsthaler E. (2000), BrandLeadership, Free Press, New York, http://isbndb.com/ d/book/brand_1cadership aOl (accessed: 20.10.2015).
  3. Aaker D.A., Shansby J.G. (1982), Positioning Yoar Product, "Business Horizons", Vol. 25(3)
  4. Alston J.M., Crespi J.M., Kaiser H.M., Sexton R.J. (2007), An Evalnation of Califor- nia 's Mandated Commodity Promotion Programs, "Review of Agricultural Eco- nomics", Vol. 29(1)
  5. Ambler T., Bhattacharya C.B., Edell J., Keller K.L. (2002), Relating Brand and Cus- tomer Perspectiwes on Marketing Management, "Journal of Service Research", Vol. 5(1)
  6. Ambler T., Styles C. (1996), Brand Development versus New Product Devełopment: Towards a Process Model of Extension Decisions, "Marketing Intelligence & Plan- ning", Vol. 14(7)
  7. Bird L.A., Wiistenhagen R., Aabakken J. (2002), A Review of International Green Power Markets: Recent Experience, Trends, and Market Drivers, "Renewable and Sustainable Energy Reviews", Vol. 6(6)
  8. Brester G.W., Schroeder T.C. (1995), The Impacts of Brand and Generic Advertising on Meat Demand, "American Journal of Agricultural Economics", Vol. 77(4)
  9. Calfee J.E., Ringold D.J. (1988), Conswner Skepticism and Advertising Regulation: WhatDo the Polis Show? "Advances in Consumer Research", Vol. 15(1)
  10. Chematony L. de, McDonald M. (1998), Creating Powerful Brands in Conswner, Ser- vice and Industrial Markets, Butterworth-Heinemann, Oxford
  11. Churchill G.A., Iacobucci D. (2005), Marketing Research: Methodological Foundations, Thomson South-Western, Mason, OH
  12. Creswell J.W. (2003), Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, Vol. 2nd, Sage Publications, London
  13. Doyle P. (1990), Building Successful Brands: The Strategie Options, "Journal of Consumer Marketing", Vol. 7(2)
  14. Duncan T. (2002), IMC: Using Advertising and Promotion to Build Brands, McGraw- -Hill, Burr Ridge, IL.
  15. Engel J., Blackwell R., Miniard P. (1993), Consumer Behavior, The Dryden Press, Oak Brook, IL.
  16. Evans J.R., Berman B. (1994), Marketing, Macmillan, New York
  17. Gardner B.B., Levy S.J. (1955), The Product and the Brand, "Haryard Business Review", Vol. 33(2)
  18. Grace D., 0'Cass A. (2002), Brand Associations: Looking through the Eye of the Beholder, "Qualitative Market Research: An International Journal", Vol. 5(2)
  19. Gronroos C. (1988), Sernice Quality: The Six Criteria of Good Perceived Service, "Re- view of Business", Vol. 9(3)
  20. Hartmann P., Apaolaza Ibanez V. (2007), Managing Customer Loyally In Liberalized Residential Energy Markets: The Impact of Energy Branding, "Energy Policy", Vol. 35(4)
  21. Hartmann P., Ibanez V.A., Sainz F.J.F. (2005), Green Branding Effects on Attitude: Functional versus Emotional Positioning Strategies, "Marketing Intelligence & Planning", Vol. 23(1)
  22. Holt D.B. (2004), How Brands Become Icons: The Principles of Cultural Branding, Harvard Business Press, Boston
  23. Homer P.M. (2008), Perceived Quality and Image: When Ali Is Not 'Rosy', "Journal of Business Research", Vol. 61(7)
  24. Ibanez Y.A., Hartmann P., Calvo P.Z. (2006), Antecedents of Customer Loyalty in Residential Energy Markets: Service Quality, Satisfaction, Trust and Switching Costs, "The Service Industries Journal", Vol. 26(6)
  25. Keller K.L. (1993), Conceptualizing, Measuring, Managing Customer-Based Brand Eqidty, "Journal of Marketing", Vol. 57(1)
  26. Keller K.L. (2008), Strategie Brand Management, Building, Measuring, and Managing Brand Eąuity, Upper Saddle River, Prentice-Hall
  27. Kotler P. (1991), Marketing Management: Analysis, Planning, and Control, Vol. 8th, Prentice-Hall, Englewood Cliffs, NJ.
  28. Kotler P., Keller K.L. (2005), Marketing Management, Vol. 12, Prentice Hall, Upper Saddle River, NJ.
  29. Kotler P., Pfoertsch W. (2007), Being Known or Being One of Many: The Need for Brand Management for Business-to-Business (B2B) Companies, "Journal of Business & Industrial Marketing", Vol. 22(6)
  30. Kvale S. (1996), Interviews: An Introduction to Qualitative Research Interviewing, Sage Publications, London
  31. Laurent G. (2000), Improving the External Yalidity of Marketing Models: A Plea for More Qualitative Input, "International Journal of Research in Marketing", Vol. 17(2,3)
  32. Markard J., Truffer B. (2006), The Promotional Impacts of Green Power Products on Renewable Energy Sources: Direct and Indirect Eco-Effects, "Renewable Energy Policies in the European Union", Vol. 34(3)
  33. Marschan-Piekkari R., Welch C. (2004), Handbook of Qualitative Research Methods for International Business, Edward Elgar Publishing, Northampton, MA
  34. Martinez E., de Chematony L. (2004), The Effect of Brand Extension Strategies upon Brand Image, "Journal of Consumer Marketing", Vol. 21(1)
  35. McQuiston D.H. (2004), Successful Branding of a Commodity Product: The Case of RAEXLASER Steel, "Industrial Marketing Management", Vol. 33(4)
  36. Mertens D.M. (2005), Research and Evaluation in Education and Psychology: Integrat- ing Diversity with Quantitative, Qualitative, and Mixed Methods, Sage Publications, London
  37. Michell P., King J., Reast J. (2001), Brand Yalues Related to Industrial Products, "Industriał Marketing Management", Vol. 30(5)
  38. Morgan D.L. (1988), Focus Groups as Qualitative Research, Sage Publications, Newbury
  39. Nilson T.H. (1998), Competitive Branding, John Wiley & Sons, England
  40. Novak E., Lyman M. (1998), Brand Positioning: The Art ofRetying Connections, "The Electricity Journal", Vol. 11(9)
  41. Olins W. (1989), Corporate Identity - Making Business Strategy Yisible through Design, Thames & Hudson, London
  42. Parasuraman A., Zeithaml V.A., Berry L.L. (1985), A Conceptual Model of Service Quality and lis Implications for Futurę Research, "Journal of Marketing", Vol. 49(4)
  43. Pesce B. (2002), What'.s in a Brand? "Public Utilities Fortnightly", Vol. 1(2)
  44. Richards L. (2004), Qualitative Software Meets Qualitative Marketing: Are These Tools the Right Tools? [in:] Applying Qualitative Methods to Marketing Management Research, R. Buber, B. Gardner, L. Richards (eds.), Palgrave Macmillan, Houndmills, UK
  45. Riezebos R. (2003), Brand Management - A Theoretical and Practical Approach, Pearson, Harlow.
  46. Roe B., Teisl M.F., Levy A., Russell M. (2001), US Consumers ' Willingness to Pay for Green Electricity, "Energy Policy", Vol. 29(11)
  47. Senia A. (2002), Branding the Utility, "Utility Business", Vol. 5(7)
  48. Simoes C., Dibb S. (2001), Rethinking the Brand Concept: New Brand Orientation, "Corporate Communications", Vol. 6(4)
  49. Smka K.J., Koeszegi S.T. (2007), From Words to Numbers: How to Transform Qualita- tive Data into Meaningful Quantitative Results, "Schmalenbach Business Review: ZFBF", Vol. 59
  50. Stanton P.J., Cummings S., Molesworth J., Sewell T. (2001), Marketing Strategies of Australian Electricity Distributors in an Opening Market, "The Journal of Business & Industrial Marketing", Vol. 16(2), pp. 81-93
  51. Stern B., Zinkhan G.M., Jaju A. (2001), Marketing Images: Construct Definition, Meas- urement Issues, and Theoiy Development, "Marketing Theory", Vol. 1(201)
  52. Stokes D., Bergin R. (2006), Methodology or "Methodolatiy"? An Evaluation of Focus Groups andDepth Interviews, "Qualitative Market Research", Vol. 9(1), pp. 26-37. Tokarczyk J., Hansen E. (2006), Creating Intangible Competitive Advantages in the ForestProducts Industry, "Forest Products Journal", Vol. 56(7)
  53. Ward R., Chang J., Thompson S. (1985), Commodity Advertising: Theoretical Issues Relat- ing to Generic and Brand Promotions, "Agribusiness", Vol. 1(4)
  54. Wiedmann K.-P. (2004), Measuring Brand Equity for Organising Brand Management in the Energy Sector: A Research Proposal and First Empirical Hints, "Journal of Brand Management", Yol. 12(2)
  55. Wiedmann K.-P. (2005), Measuring Brand Equity for Organising Brand Management in the Energy Sector - a Research Proposal and First Empirical Hints. Part 2: Con- cept and Resułts of an Empirical Study in the German Energy Market, "Journal of Brand Management", Vol. 12(3)
  56. Wilson A. (2003), Marketing Research: An Integrated Approach, Prentice Hall, Saddle Upper River, NJ.
Cytowane przez
Pokaż
Język
eng
Udostępnij na Facebooku Udostępnij na Twitterze Udostępnij na Google+ Udostępnij na Pinterest Udostępnij na LinkedIn Wyślij znajomemu