Biomass residential heating: semantic structure and implications for advertising
No hay miniatura disponible
Fecha
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Resumen
Descripción
For a business, knowing current stakeholder product knowledge is essential to influencing behaviour. What do consumers think and feel about biomass residential heating? An assessment of consumers’ semantic structure about a biomass residential heating product: pellet stove/furnace, reveals that consumers perceive the product as natural but laborious to maintain, and dirty/smelly. An exploratory analysis of the industry’s marketing communications suggests that the industry is not addressing the ‘ease-of-use’ issue.