Exploring political consumerism and the emerging role of political brand personality

Kathryn R. Mercurio and K. Damon Aiken
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Kathryn R. Mercurio: California State University, Chico, USA
K. Damon Aiken: California State University, Chico, USA

Journal of Brand Strategy, 2022, vol. 11, issue 2, 180-195

Abstract: This paper explores how an established practice of political consumerism (ie consumers punishing or rewarding on the basis of politics) influences a new notion of political brand personality (PBP: the perceived political attributes of a brand). Study 1 identifies and delineates PBP traits. Study 2 assesses and applies foundational PBP traits to prominent US firms. Study 3 empirically investigates how PBP influences consumer decision-making across unidentifiable experimental firms. Results show that people do ascribe distinct political traits to brands and that consumer behaviour is significantly affected by PBP. Consumers seek self-congruency in which their political values are in line with the PBP traits projected by the products they purchase. These findings give rise to myriad theoretical and managerial implications.

Keywords: political; brand personality; political consumerism; self-congruence; political brand personality (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2022:v:11:i:2:p:180-195

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