Exploring sources of voter-based political human brand equity
Bastian Atzger (),
Elisabete S. Sá and
Joaquim Silva
Additional contact information
Bastian Atzger: University of Minho
Elisabete S. Sá: University of Minho
Joaquim Silva: University of Minho
Journal of Brand Management, 2020, vol. 27, issue 4, No 8, 494 pages
Abstract:
Abstract Drawing on the branding and leadership theory, this paper explores the sources of political human brand equity from the voters’ perspective as a representation of the value that citizen–voters ascribe to a political leader. Following a critical realist mindset, the study adopts a qualitative research design, based on interviews with citizen–voters to explore the sources of political human brand equity from their perspectives. The study proposes the adaptation of four established dimensions of brand equity, suggesting awareness, associations, loyalty, and perceived leadership quality as core dimensions of the voter-based political human brand equity construct. The exploration of the sources underlying each dimension suggests that this adaptation may lead to a better understanding of the functionalities and prognosis of human brand opportunities in political environments. Voter-based political human brand equity can be applied to support the strategic building of political brands, to complete election forecasts, and to structure communication processes in political surroundings. The study proposes for the first time the concept of voter-based political human brand equity and develops a conceptual framework to aid its understanding and future measurement.
Keywords: Political human brand equity; Voter-based brand equity; Sources of human brand equity; Brand equity in politics; Charismatic leadership; Political brands (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)
Downloads: (external link)
http://link.springer.com/10.1057/s41262-020-00192-9 Abstract (text/html)
Access to the full text of the articles in this series is restricted.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:pal:jobman:v:27:y:2020:i:4:d:10.1057_s41262-020-00192-9
Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262
DOI: 10.1057/s41262-020-00192-9
Access Statistics for this article
Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob
More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().