Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern

This paper suggests that advertising campaigns directed at increasing consumer demand for green energy should emphasize not only environmental concern and utilitarian benefits, but also psychological brand benefits. The theoretical framework proposes three distinct psychological benefit categories potentially enhancing consumer attitudes toward green energy brands and increasing purchase intentions: warm glow, self-expressive benefits, and nature experiences. A sample of 726 consumers was exposed to experimental advertisements for a fictitious green energy brand. Findings confirm most predicted effects and underline the overall significance of psychological brand benefits. Only self-expressive benefits do neither affect participants' attitudes toward the experimental brand nor their purchase intentions. Nature experience has the strongest influence on brand attitude. Multi-group structural analysis shows that the nature experiences level evoked by the advertisements moderates the effects of the behavioral antecedents studied on brand attitude and purchase intention. The findings provide keys to improving green energy branding and advertising strategy

The effect of brand positioning on costumer loyalty: An empirical study of the Iberdrola case

This paper analyses the effect of brand positioning on customer loyalty. Based on data of a survey of clients of the energy utility Iberdrola, the study measures the loyalty effect of the company’s perceived positioningFor this purpose, a positioning model of the company and its main competitors is developed, as well as a set of loyalty indicators of the company’s clients. The regression analysis show a significant effect of the dimensions of the company’s positioning on the set of loyalty indicators. The results of the study emphasize the importance of brand positioning in the context of customer loyalty management

The effect of brand positioning on costumer loyalty: An empirical study of the Iberdrola case.

This paper analyses the effect of brand positioning on customer loyalty. Based on data of a survey of clients of the energy utility Iberdrola, the study measures the loyalty effect of the company’s perceived positioning For this purpose, a positioning model of the company and its main competitors is developed, as well as a set of loyalty indicators of the company’s clients. The regression analysis show a significant effect of the dimensions of the company’s positioning on the set of loyalty indicators. The results of the study emphasize the importance of brand positioning in the context of customer loyalty managementCustomer loyalty, brand positioning, regression analysis