Energy Branding Harnessing Consumer Power /

• Main Author: Larsen, Friðrik (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2017.
• Subjects: Business.; Energy.; Customer relations > Management.; Project management.; Business and Management.; Branding.; Energy, general.; Project Management.; Customer Relationship Management.; Consumer Behavior.

‘An in-depth examination of the modern energy consumer that represents a landmark step forward in energy branding and marketing.’ —Kevin Lane Keller, E. B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth College, USA ‘Fridrik offers a unique approach to create value for the utili...

Table of Contents:

• 1. Introduction
• 2. Branding and Related Research Fields
• 3. Overview of Liberalization
• 4. Liberalization and Consumer Perception
• 5. Electric Marketing Myopia
• 6. The Ingredients of an Energy Brand: Sources of Brand Value
• 7. Green Energy Branding
• 8. Green Electricity from a Consumer's Perspective
• 8. Conclusion.