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Keywords: Political brand personality
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2018) 22 (3): 295–318.
Published: 21 November 2018
... political brand personality is crucial for success at the polls. Little research has been dedicated to this phenomenon particularly beyond Western political and post-election contexts. Design/methodology/approach The scope and development of the study required a qualitative approach. The theoretical...
