Using Corporate Advertising to Improve Public Perception of Energy Companies

Journal of Strategic Marketing, 22(4): 347-356, 2014

22 Pages Posted: 15 Dec 2015

See all articles by Katherine Taken Smith

Katherine Taken Smith

Texas A&M University-Corpus Christi-College of Business

Murphy Smith

Texas A&M University-Corpus Christi-Department of Accounting

Seth Dunbar

Texas A&M University

Abstract

This article examines public opinion of energy companies and their advertising, which can be used to counteract negative opinions. Energy companies are using corporate advertising to differentiate their brand and promote the quality of their product and the consumption experience. Since consumers perceive that they are paying higher prices for gasoline, they want to feel that they are getting more value for their money. Many consumers now choose their gasoline based on brand benefits rather than price. A brief history is provided for each company along with selected financial information. Data examined for this study includes public opinion data gathered from national survey data and advertising expenditures obtained from financial databases.

Keywords: advertising, energy industry, public perceptions, corporate reputation, corporate advertising

JEL Classification: M3, M4, M37, M41

Suggested Citation

Smith, Katherine Taken and Smith, Murphy and Dunbar, Seth, Using Corporate Advertising to Improve Public Perception of Energy Companies. Journal of Strategic Marketing, 22(4): 347-356, 2014. Available at SSRN: https://ssrn.com/abstract=2703172

Katherine Taken Smith

Texas A&M University-Corpus Christi-College of Business ( email )

6300 Ocean Drive
Corpus Christi, TX 78412
United States

Murphy Smith (Contact Author)

Texas A&M University-Corpus Christi-Department of Accounting ( email )

6300 Ocean Dr
Corpus Christi, TX 78412
United States

Seth Dunbar

Texas A&M University ( email )

Langford Building A
798 Ross St.
77843-3137

Register to save articles to
your library

Register

Paper statistics

Downloads
43
Abstract Views
406
PlumX Metrics