Abstract
To build a strong brand, it is important to understand how consumers understand the markets—brand is defined by consumer perception. To understand the perception of consumers toward liberalization of energy markets and how it might affect customer perception toward energy retailers, interviews were carried out in countries across Europe—the Czech Republic, Estonia, Iceland, Norway and Poland—which are all at different stages of the liberalization process. Six constructs that can have an impact on how consumers perceive energy utilities and their service offerings were identified.
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Larsen, F. (2017). Liberalization and Consumer Perception. In: Energy Branding. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-57198-0_4
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DOI: https://doi.org/10.1007/978-3-319-57198-0_4
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