... Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only DEI Political ideology Self-brand connection Perceived brand authenticity Corporate political advocacy Political branding Brands have drawn attention for their corporate political advocacy efforts...

... agency and intentionality (Puzakova et al., 2013), it is likely to shape consumers’ emotional responses. Brand activism Brand betrayal Anthropomorphism Political branding Brand communication Consumer brand congruence Political polarization and its consequences continue unabated...

... brand is most associated with being honest, sophisticated, exciting, etc. This research responds to the call for an investigation into political branding that uses a “theoretical lens [concepts, theories, and frameworks] from other disciplines across marketing, psychology, and social sciences” (Pich...

... Agents Framework (BIAF). These are contextualized within the political arena, thereby contributing to the growing literature on political brands and politicians as brands. The next section discusses these frameworks, leading to the presentation of our hypotheses. Method and results follow, concluding...

...Alessandro Bigi; Emily Treen; Anjali Bal Purpose The purpose of this paper is to present a theory of consumer and product orientation in the realm of political branding to illustrate how politicians can choose to position and present themselves to voters. It is evident that some politicians play...