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Abstract
The aim of this study is to determine how marketing actions undertaken within the marketing mix by electricity providers influence their image. Referring to the Stimulus-Organism-Response (SOR) theory, research hypotheses were formulated, and a regression model was constructed, assuming positive impacts of selected marketing actions of electricity providers on their image. A quantitative approach was employed to test the research hypotheses. Data were collected through a questionnaire survey among randomly selected 503 domestic electricity consumers, and statistical analysis was used for data analysis. The research results indicate that the following marketing activities of electricity providers have a positive impact on their image: offering other products along with electricity, providing price discounts, providing physical customer service offices, and engagement in sponsorship.
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Authors (4)
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Jakub Dąbrowski dr
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Tomasz Zamasz dr hab. inż.
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Marcin Lis dr
Cite as
Full text
- Publication version
- Accepted or Published Version
- DOI:
- Digital Object Identifier (open in new tab) 10.23762/FSO_VOL11_NO4_4
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Details
- Category:
- Articles
- Type:
- artykuły w czasopismach
- Published in:
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Forum Scientiae Oeconomia
no. 11,
pages 84 - 98,
ISSN: 2300-5947 - Language:
- English
- Publication year:
- 2023
- Bibliographic description:
- Dąbrowski D., Dąbrowski J., Zamasz T., Lis M.: Driving the Image of an Electricity Supplier through Marketing Activities// Forum Scientiae Oeconomia -Vol. 11,iss. 4 (2023), s.84-98
- DOI:
- Digital Object Identifier (open in new tab) 10.23762/fso_vol11_no4_4
- Sources of funding:
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- Free publication
- Verified by:
- Gdańsk University of Technology
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