Fridrik Larsen

University of Iceland | HI · Faculty of Business Administration

‘An in-depth examination of the modern energy consumer that represents a landmark step forward in energy branding and marketing.’ —Kevin Lane Keller, E. B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth College, USA ‘Fridrik offers a unique approach to create value for the utilities and their customers.’ —Jim Rogers, retired C...

One of the main differentiation points that energy retailers have relied on is green or sustainable energy. Providing green energy can be reviewed as part of corporate social responsibility strategy of an energy provider while some might review it as a well carved out niche for the retail energy market. Marketing of green electricity has been resea...

Before turning the focus on the customer and his or hers experience and concerns regarding the retailers of energy, it is important to take a look at how the ground is for marketing and branding within the electric for a successful strategic marketing program being launched off a strong brand within the energy sector. Marketing professionalism in t...

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 R...

There is not a single universal definition of green energy in the minds of energy consumers around the world. Different countries have had different experiences with different sources of energy. This was revealed in the consumer research conducted in order to understand how energy consumers in the countries studied define and understand green elect...

To conclude the overview and research that was conducted to identify the branding environment an energy brand operates in, a model is drawn up to summarize the different aspects of marketing and branding in the energy sector. The model shows that branding should not only be a marketing matter but also a strategic matter that should affect the whole...

In essence, it is difficult to find points of differentiation for electricity as a commodity alone. The consumer research did however reveal several points of differentiation that energy retailers could benefit from. Energy retailers can find differentiation points in price, image, service and origin of their energy offerings. Under each differenti...

For the past decades, industries that were in the hands of government-owned organizations or private monopolies protected by law have been deregulated and liberalized toward competition and consumer power. The task of reforming the markets toward the laws of supply and demand has over 30 years proved to be a slowly moving process due to the complex...

Marketing has gone through a shift from a product focus to the consumer focus of market orientation and branding. Successful brands create value both for the producer and for the consumer and are traded at a premium. Branding is in its essence a strategic issue, and the areas of branding that are explored further in the chapter are service branding...

The role of marketing in the electricity industry has mostly been ignored, possibly due in part to the relatively recent liberalization of the sector (although, it has not been fully liberalized in all the European countries). For several reasons, using marketing to reach consumers is less needed in a monopolistic market as it is in a free market....

In October 2008, the Icelandic banking system was significantly transformed when the nation experienced a traumatic economic crisis leading to the downfall of Iceland’s major commercial banks. Earlier research indicates that the banks’ image suffered damage as a result of those events. Importantly, a positive, strong brand is of major significance...

Destination image is a focal point in traveller´s decision making process, as it influences both his pre and post evaluations. Previous researches have demonstrated that a first hand experience has a great affect on the destination image modification, as it leads to more holistic, accurate and realistic image. This paper aims to explore whether or...

Útdráttur The marketing of electricity is an increasingly significant issue following the liberalization of electricity markets. Substantial emphasis has been placed on green electricity, but the concept is vague to many consumers. In this paper, the focus is on defining green electricity from a consumer perspective and using the understanding gai...

Knowing what influences travellers´ decision making process is important in destination branding. Previous researches have demonstrated a connection between travellers´ attitude towards a destination and their intention to visit, as those who perceive the destination favourably are more likely to visit. The research objective is therefore to explor...

Previous researches have shown the importance of loyal travelers in destination marketing, as they are more likely to revisit the destination as well as recommend it to others. This paper focuses on travelers' satisfaction, which is a crucial antecedent in travelers loyalty towards a destination and occurs if travelers experiences matches their pre...

Previous researches have demonstrated difference on gender perception to various subjects. This paper researches whether such differences can be found when measuring the image of countries, taking Iceland as an example. The research objective is therefore to measure whether the male and female perception of the image of Iceland diverges. The findin...

Research shows that females tend to be more responsible towards social issues than males. This paper researches whether such a tendency can be found when measuring the image of banks and savings & loans. Thus, the research objective is to measure whether the male and female perception of the image of financial institutions diverges. The findings ar...

Í þessari grein er leitast við að svara eftirfarandi rannsóknarspurningum: Hvaða ímyndarþættir spá fyrir um traust til íslenskra banka og hvaða ímyndarþættir hafa mest vægi þegar spáð er fyrir um traust til íslenskra banka? Niðurstöður rannsóknarinnar eru að stærstum hluta byggðar á tveimur könnunum frá 2013 og 2014 en einnig nokkrum sambærilegum k...

Image is now an increasingly noteworthy issue in the electricity sector as a result of increased commercial competition following the liberalization of the electricity markets. This paper centres on measuring specific electricity image factors previously identified by qualitative research carried out to answer the research question: “Which elements...