How to Close the Gap? Branding as a Solution to Declining Youth Participation

Axelle Verdonck, Jan Boon () and Vidar Stevens ()
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Axelle Verdonck: University of Antwerp
Jan Boon: University of Antwerp
Vidar Stevens: Mulier Institute

A chapter in Public Branding and Marketing, 2021, pp 227-238 from Springer

Abstract: Abstract As young people seem evermore hesitant to get involved in conventional and institutionalized means of political participation, questions are raised on their continued relevance and potential means of reinvigorating their attraction. Starting from the notion that there is continued value in conventional political participation, to both complement and boost other forms of political involvement, this study explores whether and how branding strategies (visual and transformational) increase youths’ active and passive participation in youth councils. Overall, the scarcity of significant effects stands out as most hypotheses were neither confirmed nor rejected. Implications for branding scholars and practitioners are discussed.

Keywords: Branding strategies; Visual branding strategy; Transformational branding strategy; Youth political participation; Youth councils (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-70505-3_13

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DOI: 10.1007/978-3-030-70505-3_13

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