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
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
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