Titlebook: Energy Branding; Harnessing Consumer Friðrik Larsen Book 2017 The Editor(s) (if applicable) and The Author(s) 2017 energy market.marketing

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Alexandra Papamichail,Petros Mizamidisg problems, has to expand its knowledge and become customer oriented. By interviewing professionals that work inside the energy industry as well as marketing experts that have worked with the industry, five constructs that are considered of standing in the way of successful brand building for energy were identified.

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https://doi.org/10.1007/978-981-16-0155-2es of energy. It is however important to acknowledge that an official definition of green energy or the claims of sustainability do not matter much if consumers are suspicious of the fact that energy companies are conducting green washing.

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https://doi.org/10.1057/9780230281714ith research conducted among energy professionals. The constructs discovered among consumers such as brand trust and corporate social responsibility can be used cross sectors to communicate with consumers.

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Introduction,ith research conducted among energy professionals. The constructs discovered among consumers such as brand trust and corporate social responsibility can be used cross sectors to communicate with consumers.

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ean territories.Assesses the ingredients of an energy brand .Demonstrating the potential of building strong brands in the energy sector, this book explores the challenges of shifting the perception of energy from a commodity business into a consumer brand. Energy suppliers are increasingly being met

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https://doi.org/10.1007/978-3-031-14560-5so a strategic matter that should affect the whole organization. While brand builders in the energy space should take notice of the branding of products, services, corporations and industries, there are special circumstances that need to be taken into account for branding in the energy sector.

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Book 2017lationship between consumers and executives in the energy market. One of the first of its kind, this book offers a unique and innovative study of the development of branding in the energy industry, and sheds light on future marketing strategies..

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