Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
2014 | nr 15 | 123--154
Tytuł artykułu

Branding as a Bridge for Commodities Towards a Liberalized Market: a Study in the Electricity Sector

Warianty tytułu
Języki publikacji
This paper builds a theoretical foundation and adds to it empirical data from two different energy markets; the Icelandic and the Polish markets. The data merges insights from an interdisciplinary literature review, with empirical verification generated from two complimentary, qualitative studies. The specific objectives are to research similarities and differences between the two above mentioned markets. Furthermore to assist in the above mentioned managerial challenge by means of theoretical sound measures of marketing behavior. In particular branding and it´s sub dimension, differentiation by making propositions on theory development for differentiation of brands within the electricity sector.(fragment of text)
Opis fizyczny
  • University of Iceland, Iceland
  • Aaker D.A. (1996): Building Strong Brands. Free Press, New York.
  • Aaker D.A., Joachimsthaler E. (2000): Brand Leadership. Free Press, New York.
  • Aaker D.A., Shansby J.G. (1982): Positioning Your Product. "Business Horizons", 25(3), p. 56.
  • Alston J.M., Crespi J.M., Kaiser H.M., Sexton R.J. (2007): An Evaluation of California's Mandated Commodity Promotion Programs. "Review of Agricultural Economics", 29(1), pp. 40-63.
  • Ambler T., Bhattacharya C.B., Edell J., Keller K.L. (2002): Relating Brand and Customer Perspectives on Marketing Management. "Journal of Service Research: JSR", 5(1), p. 13.
  • Ambler T., Styles C. (1996): Brand Development versus New Product Development: towards a Process Model of Extension Decisions. "Marketing Intelligence & Planning", 14(7), pp. 10-19.
  • Barwise P., Dunham A., Ritson M. (2000): Ties that Bind: Brands, Consumers and Businesses. V&A Publications, London.
  • Bird L., Wüstenhagen R., Aabakken J. (2002): A Review of International Green Power Markets: Recent Experience, Trends, and Market Drivers. "Renewable and Sustainable Energy Reviews", 6(6), pp. 513-536.
  • Brester G.W., Schroeder T.C. (1995): The Impacts of Brand and Generic Advertising on Meat Demand. "American Journal of Agricultural Economics", 77(4), pp. 969-979.
  • Churchill G.A., Iacobucci D. (2005): Marketing Research: Methodological Foundations. Thomson South-Western, OH.
  • Creswell J.W. (2003): Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. Vol. 2nd. Sage Publications, London.
  • De Chernatony L., Mc Donald M. (1998): Creating Powerful Brands in Consumer, Service and Industrial Markets. Butterworth-Heinemann, Oxford.
  • Debra G., Aron O.C. (2002): Brand Associations: Looking through the Eye of the Beholder. "Qualitative Market Research: An International Journal", 5(2), pp. 96-111.
  • Dobni D., Zinkhan G.M. (1990): In Search of Brand Image: A Foundation Analysis. "Advances in Consumer Research", 17(1), pp. 110-119.
  • Doyle P. (1990): Building Successful Brands: The Strategic Options. "Journal of Consumer Marketing", 7(2), p. 5.
  • Duncan T. (2002): IMC: Using Advertising and Promotion to Build Brands. McGraw- Hill, Burr Ridge, IL.
  • Engel J., Blackwell R., Miniard, P. (1993): Consumer Behavior. The Dryden Press, FL. Evans J.R., Berman B. (1994): Marketing. Macmillan, New York.
  • Gardner B.B., Levy S.J. (1955): The Product and the Brand. "Harvard Business Review", 33(2), pp. 33-39.
  • Gronroos C. (1988): Service Quality: The Six Criteria Of Good Perceived Service. "Review of Business", 9(3), p. 10.
  • Hall A.L., Rist R.C. (1999): Integrating Multiple Qualitative Research Methods (or Avoiding the Precariousness of a One-Legged Stool). "Psychology & Marketing", 16(4), p. 291.
  • Hartmann P., Apaolaza Ibáñez V. (2007): Managing Customer Loyalty in Liberalized Residential Energy Markets: The Impact of Energy Branding. "Energy Policy", 35(4), pp. 2661-2672.
  • Hartmann P., Ibáñez V.A., Sainz F.J.F. (2005): Green Branding Effects on Attitude: Functional Versus Emotional Positioning Strategies. "Marketing Intelligence & Plannig", 23(1), pp. 9-29.
  • Holt E., Holt M. (2004): Green Pricing Resouce Guide. American Wind Energy Association, Washington.
  • Homer P.M. (2008): Perceived Quality and Image: When All is Not "Rosy". "Journal of Business Research", 61(7), pp. 715-723.
  • Ibáñez V.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", 26(6), p. 633.
  • Keller K.L. (1993): Conceptualizing, Measuring, Managing Customer-Based Brand Equity. "Journal of Marketing", 57(1), pp. 1-22.
  • Keller K.L. (1998): Strategic Brand Management, Building, Measuring, and Managing Brand Equity. Prentice-Hall, Upper Saddle River.
  • Kotler P. (1991): Marketing Managament: Analysis, Planning, and Control. Vol. 8th. Prentice-Hall, Englewood Cliffs, NJ.
  • Kotler P., Keller K.L. (2005): Marketing Management. Vol. 12. Prentice Hall, Englewood Cliffs, NY.
  • 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", 22(6), pp. 357-362.
  • Krueger R.A., Casey M.A. (2000): Focus Groups: A Practical Guide for Applied Research. Vol. 3. Sage Publications, London.
  • Kvale S. (1996): Interviews: An Introduction to Qualitative Research Interviewing. Sage Publications, London.
  • Laurent G. (2000): Improving the External Validity of Marketing Models: A Plea for More Qualitative Input. "International Journal of Research in Marketing", 17(2,3), p. 177.
  • 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", 34(3), pp. 306-321.
  • Marschan-Piekkari R., Welch C. (2004): Handbook of Qualitative Research Methods for International Business. Edward Elgar Publishing, Northampton, MA.
  • Martinez E., de Chernatony L. (2004): The Effect of Brand Extension Strategies Upon Brand Image. "Journal of Consumer Marketing", 21(1), pp. 39-50.
  • McQuiston D.H. (2004): Successful Branding of a Commodity Product: The Case of RAEX LASER Steel. "Industrial Marketing Management", 33(4), pp. 345-354.
  • Mertens D.M. (2005): Research and Evaluation in Education and Psychology: Integrating Diversity with Quantitative, Qualitative, and Mixed Methods. Sage Publications, London.
  • Michell P., King J., Reast J. (2001): Brand Values Related to Industrial Products. "Industrial Marketing Management", 30(5), pp. 415-425.
  • Miles M.B., Huberman A.M. (1994): Qualitative Data Analysis. Sage Publications, Thousand Oaks, CA.
  • Morgan D.L. (1988): Focus Groups as Qualitative Research. Sage Publications, Newbury.
  • Nilson T.H. (1998): Competitive Branding. John Wiley & Sons, England.
  • Novak E., Lyman M. (1998): Brand Positioning: The Art of Retying Connections. "The Electricity Journal", 11(9), pp. 17-22.
  • Olins W. (1989): Corporate Identity - Making Business Strategy Visible Through Design. Thames & Hudson, London.
  • Patton M. (1990): Qualitative Evaluation and Research Methods. Sage Publications, Newbury Park, CA.
  • Pesce B. (2002): What's in a Brand? "Public Utilities Fortnightly", 1(2), p. 24.
  • Richards L. (2004): Qualitative Software Meets Qualitative Marketing: Are These Tools the Right Tools? In: Applying Qualitative Methods to Marketing Management Research. Ed. by B.J. Gadner, L. Richards. Palgrave Macmillan, Houndmills, UK, pp. 32-15.
  • Riezebos R. (2003): Brand Management - A Theoretical and Practical Approach. Pearson, Harlow.
  • Roe B., Teisl M.F., Levy A., Russell M. (2001): US Consumers' Willingness to Pay for Green Electricity. "Energy Policy", 29(11), pp. 917-925.
  • Senia A. (2002): Branding the Utility. "Utility Business", 5(7), p. 32.
  • Simoes C., Dibb S. (2001): Rethinking the Brand Concept: New Brand Orientation. "Corporate Communications", 6(4), p. 217.
  • Srnka, K. J., & Koeszegi, S. T. (2007). From Words to Numbers: How to Transform Qualitative Data into Meaningful Quantitative Results. "Schmalenbach Business Review: ZFBF", 59(Journal Article), 29.
  • 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", 16(2), p. 81.
  • Stern B., Zinkhan G.M., Jaju A. (2001): Marketing Images: Construct Definition, Measurement Issues, and Theory Development. "Marketing Theory", 1(201).
  • Stokes D., Bergin R. (2006): Methodology or 'Methodolatry'? An Evaluation of Focus Groups and Depth Interviews. "Qualitative Market Research", 9(1), p. 26.
  • Tokarczyk J., Hansen E. (2006): Creating Intangible Competitive Advantages in the Forest Products Industry. "Forest Products Journal", 56(7), pp. 4-13.
  • Ward R., Chang J., Thompson S. (1985): Commodity Advertising: Theortical Issues Relating to Generic and Brand promotions. "Agribusiness", 1(4), pp. 269-279.
  • 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", 12(2), pp. 124-139.
  • Wiedmann K.-P. (2005): Measuring Brand Equity for Organising Brand Management in the Energy Sector - A Research Proposal and First Empirical Hints: Part 2: Concept and Results of an Empirical Study in the German Energy Market. "Journal of Brand Management", 12(3), p. 207.
  • Wilson A. (2003): Marketing Research: An Integrated Approach. Prentice Hall, Saddle River, NJ.
Typ dokumentu
Identyfikator YADDA

Zgłoszenie zostało wysłane

Zgłoszenie zostało wysłane

Musisz być zalogowany aby pisać komentarze.
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.