Key studies related to political branding
| Authors | Title and year | Key summary |
|---|---|---|
| Dianne Dean, Robin Croft and Christopher Pich | Toward a Conceptual Framework of Emotional Relationship Marketing: An Examination of Two UK Political Parties: 2014 | The study focused on the nature of economic and utilitarian forms of political communication and marketing. Specific attention focused on the importance of political leaders in political marketing |
| Margaret Scammell | Politics and Image: The Conceptual Value of Branding: 2015 | The study focused on the importance of image development and maintenance in the fields of political branding and marketing. Specific attention was directed to the necessity of qualitative research in developing closer bonds between the voters and political parties and leaders |
| Robert Busby and Sue Cronshaw | Political Branding: The Tea Party and Its Use of Participation Branding: 2015 | The study focused on the nature of nonaffiliated political interests and groups aligning for a common cause. Specific attention was focused on the nature of political movements that could be mobilized without a single figurehead but multiple engagement points |
| Tiffany Winchester, John Hall and Wayne Binney | Conceptualizing Usage in Voting Behavior for Political Marketing: An Application of Consumer Behavior: 2016 | The study focused on the importance of understanding the usage of key marketing concepts such as marketing and image management in the field of political marketing. Specific attention focused on operationalizing the nature of consumer choice in political marketing |
| Wojciech Cwalina and Andrzej Falkowski | Morality and Competence in Shaping the Images of Political Leaders: 2016 | The study focused on the importance of understanding the nature of image management and political marketing. Specific attention was directed to the nature of image management in politics both in the national and local contexts |
| Richard Tempest | The Charismatic Body Politics of President Putin: 2016 | The study focused on the development of Vladimir Putin’s brand image based on his physical attributes. Specifically, the study focused on Putin’s image management in a context of almost no political opposition and a context of more dynamic politics |
| Caroline Lego Muñoz and Terri L. Towner | The Image is the Message: Instagram Marketing and the 2016 Presidential Primary Season: 2017 | The study focused on the importance of image predominance in the context of political campaigning and marketing. It also tried to understand the processes by which the images used for the political candidates synchronized with the ideal images. Specifically, the study focused on the American candidates who had stood for the primary elections and the texts used to back up the images |
| Joseph (Jun Hyun) Ryoo and Neil Bendle | Understanding the Social Media Strategies of US Primary Candidates: 2017 | The study focused on the social media strategies of the candidates contesting for the primary elections in the USA. It also dealt with the different modes by which the candidates used supplementary platforms to emphasize their candidature. Specifically, the study focused on which concerns of the voters were emphasized on during the campaigns |
| Authors | Title and year | Key summary |
|---|---|---|
| Dianne Dean, Robin Croft and Christopher Pich | Toward a Conceptual Framework of Emotional Relationship Marketing: An Examination of Two UK Political Parties: 2014 | The study focused on the nature of economic and utilitarian forms of political communication and marketing. Specific attention focused on the importance of political leaders in political marketing |
| Margaret Scammell | Politics and Image: The Conceptual Value of Branding: 2015 | The study focused on the importance of image development and maintenance in the fields of political branding and marketing. Specific attention was directed to the necessity of qualitative research in developing closer bonds between the voters and political parties and leaders |
| Robert Busby and Sue Cronshaw | Political Branding: The Tea Party and Its Use of Participation Branding: 2015 | The study focused on the nature of nonaffiliated political interests and groups aligning for a common cause. Specific attention was focused on the nature of political movements that could be mobilized without a single figurehead but multiple engagement points |
| Tiffany Winchester, John Hall and Wayne Binney | Conceptualizing Usage in Voting Behavior for Political Marketing: An Application of Consumer Behavior: 2016 | The study focused on the importance of understanding the usage of key marketing concepts such as marketing and image management in the field of political marketing. Specific attention focused on operationalizing the nature of consumer choice in political marketing |
| Wojciech Cwalina and Andrzej Falkowski | Morality and Competence in Shaping the Images of Political Leaders: 2016 | The study focused on the importance of understanding the nature of image management and political marketing. Specific attention was directed to the nature of image management in politics both in the national and local contexts |
| Richard Tempest | The Charismatic Body Politics of President Putin: 2016 | The study focused on the development of Vladimir Putin’s brand image based on his physical attributes. Specifically, the study focused on Putin’s image management in a context of almost no political opposition and a context of more dynamic politics |
| Caroline Lego Muñoz and Terri L. Towner | The Image is the Message: Instagram Marketing and the 2016 Presidential Primary Season: 2017 | The study focused on the importance of image predominance in the context of political campaigning and marketing. It also tried to understand the processes by which the images used for the political candidates synchronized with the ideal images. Specifically, the study focused on the American candidates who had stood for the primary elections and the texts used to back up the images |
| Joseph (Jun Hyun) Ryoo and Neil Bendle | Understanding the Social Media Strategies of US Primary Candidates: 2017 | The study focused on the social media strategies of the candidates contesting for the primary elections in the USA. It also dealt with the different modes by which the candidates used supplementary platforms to emphasize their candidature. Specifically, the study focused on which concerns of the voters were emphasized on during the campaigns |
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