Vinsamlegast notið þetta auðkenni þegar þið vitnið til verksins eða tengið í það: http://hdl.handle.net/1946/24552
An increase in liberalised energy markets creates unique challenges to energy companies as consumers gain power to choose among competing providers. This means that energy companies need to seek ways to capture the attention of the consumer, which could include online branding. There is still much to be learned when it comes to the branding of electricity and how this sector uses the branding tools that are available to them online.
The primary goal of this research was to study the current state of online branding in the energy sector, and if older and more experienced energy companies or those belonging to older markets were better at branding online than those that have less experience. By creating a reliable tool of measurement that can assess how well a company is utilising online branding constructs to facilitate its brand on the internet, it could be possible to both measure companies against each other and to measure the branding development as time passes. A branding rubric was created for the purpose of this research.
The results of this research showed that neither the experience of energy companies nor the experience of the markets they belonged to had any influence on how well the companies included in this study scored according to the branding rubric. However, the rubric proved to be a reliable tool of measurement, which means that it could be used for further research on this topic, or simply as a tool for brand managers to measure and improve their brand online.
|The Power Online - Ragna Þorsteinsdóttir M.Sc..pdf||1.42 MB||Opinn||Heildartexti||Skoða/Opna|