東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

Commodity branding = a qualitative r...

Larsen, Fridrik.

FindBook

Google Book

Amazon

博客來

Commodity branding = a qualitative research approach to understanding modern energy brands /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Commodity branding/ by Fridrik Larsen.
其他題名:	a qualitative research approach to understanding modern energy brands /
作者:	Larsen, Fridrik.
出版者:	Cham :Springer Nature Switzerland : : 2023.,
面頁冊數:	xiii, 150 p. :ill., digital ;24 cm.
內容註:	1.Introduction -- 2.Literature review on energy branding and related fields. 3.Methodology: A qualitative approach -- 4.Findings: Understanding modern energy brands -- 5. Conclusion: Conceptual model of branding in the energy markets -- 6.References.
Contained By:	Springer Nature eBook
標題:	Branding (Marketing) -
電子資源:	https://doi.org/10.1007/978-3-031-29966-7
ISBN:	9783031299667

Commodity branding = a qualitative research approach to understanding modern energy brands /
Larsen, Fridrik.

Commodity brandinga qualitative research approach to understanding modern energy brands /[electronic resource] :by Fridrik Larsen. - Cham :Springer Nature Switzerland :2023. - xiii, 150 p. :ill., digital ;24 cm.

1.Introduction -- 2.Literature review on energy branding and related fields. 3.Methodology: A qualitative approach -- 4.Findings: Understanding modern energy brands -- 5. Conclusion: Conceptual model of branding in the energy markets -- 6.References.

When it comes to branding the energy space, an exciting and largely unexplored field of research emerges. Energy companies are under the spotlight as consumers press for positive action on sustainability, CSR, and environmental issues. In light of this, this book has two objectives. First, the author explores the challenges and opportunities that experts within the field face when deciding on strategic brand direction. The results indicate that practitioners in recently liberalised markets have met the emerging branding challenges, such as differentiating commodities, meeting new consumer demands, and building strong brands. Second, the book examines, from an expert-practitioner point of view, whether branding and building brands are activities relevant to this type of market. This book, therefore, attempts to fill a literature gap, as it examines the applicability of theoretical and practical methods of branding and brand strategies in a commodity market, in this case the energy market. Fridrik Larsen is an Associate Professor of marketing at the University of Iceland. He is a leading authority on branding within the energy space and the first individual to hold a PhD in energy branding. Larsen holds graduate degrees in finance, economics and psychology, and a postgraduate degree in marketing. He is the author of three books on energy branding, including Energy Branding (Palgrave Macmillan, 2017) and is a sought after public speaker and the founder of the international CHARGE conference.

ISBN: 9783031299667

Standard No.: 10.1007/978-3-031-29966-7doiSubjects--Topical Terms:

625366
Branding (Marketing)

LC Class. No.: HD9502.A2

Dewey Class. No.: 333.79

Commodity branding = a qualitative research approach to understanding modern energy brands /
LDR:02774nmm a2200325 a 4500 001 2331952
003 DE-He213
005 20230621194804.0
006 m d
007 cr nn 008maaau
008 240402s2023 sz s 0 eng d
020 $a 9783031299667 $q (electronic bk.)
020 $a 9783031299650 $q (paper)
024 7 $a 10.1007/978-3-031-29966-7 $2 doi
035 $a 978-3-031-29966-7
040 $a GP $c GP
041 0 $a eng
050 4 $a HD9502.A2
072 7 $a KJS $2 bicssc
072 7 $a BUS043000 $2 bisacsh
072 7 $a KJSC $2 thema
082 0 4 $a 333.79 $2 23
090 $a HD9502.A2 $b L334 2023
100 1 $a Larsen, Fridrik. $3 3661427
245 1 0 $a Commodity branding $h [electronic resource] : $b a qualitative research approach to understanding modern energy brands / $c by Fridrik Larsen.
260 $a Cham : $b Springer Nature Switzerland : $b Imprint: Palgrave Macmillan, $c 2023.
300 $a xiii, 150 p. : $b ill., digital ; $c 24 cm.
505 0 $a 1.Introduction -- 2.Literature review on energy branding and related fields. 3.Methodology: A qualitative approach -- 4.Findings: Understanding modern energy brands -- 5. Conclusion: Conceptual model of branding in the energy markets -- 6.References.
520 $a When it comes to branding the energy space, an exciting and largely unexplored field of research emerges. Energy companies are under the spotlight as consumers press for positive action on sustainability, CSR, and environmental issues. In light of this, this book has two objectives. First, the author explores the challenges and opportunities that experts within the field face when deciding on strategic brand direction. The results indicate that practitioners in recently liberalised markets have met the emerging branding challenges, such as differentiating commodities, meeting new consumer demands, and building strong brands. Second, the book examines, from an expert-practitioner point of view, whether branding and building brands are activities relevant to this type of market. This book, therefore, attempts to fill a literature gap, as it examines the applicability of theoretical and practical methods of branding and brand strategies in a commodity market, in this case the energy market. Fridrik Larsen is an Associate Professor of marketing at the University of Iceland. He is a leading authority on branding within the energy space and the first individual to hold a PhD in energy branding. Larsen holds graduate degrees in finance, economics and psychology, and a postgraduate degree in marketing. He is the author of three books on energy branding, including Energy Branding (Palgrave Macmillan, 2017) and is a sought after public speaker and the founder of the international CHARGE conference.
650 0 $a Branding (Marketing) $3 625366
650 0 $a Energy industries $x Marketing. $3 3661428
650 1 4 $a Branding. $3 3235965
710 2 $a SpringerLink (Online service) $3 836513
773 0 $t Springer Nature eBook
856 4 0 $u https://doi.org/10.1007/978-3-031-29966-7
950 $a Business and Management (SpringerNature-41169)