Using corporate advertising to improve public perception of energy companies

This article examines the public opinion of energy companies and the advertising they are using in order to counteract negative consumer opinion. Since today's consumers perceive that they are paying higher prices for gasoline, they want the sense of receiving more value for their money. Many consumers now choose their gasoline based on brand benefits rather than price. Energy companies are using corporate advertising to promote the quality of their products and the consumption experience. Energy companies are also using advertising to address the consumer's concern about environmental issues. Data in this study include national public opinion data along with financial information and advertising expenditures of the top energy companies.