EconPapers    
Economics at your fingertips  
 

Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election

Pablo Gutiérrez-Rodríguez (), Ricardo Villarreal, Pedro Cuesta-Valiño and Shelley A. Blozis
Additional contact information
Pablo Gutiérrez-Rodríguez: Universidad de León
Ricardo Villarreal: University of San Francisco
Pedro Cuesta-Valiño: Universidad de Alcalá
Shelley A. Blozis: University of California

Palgrave Communications, 2023, vol. 10, issue 1, 1-10

Abstract: Abstract The current research examines the options available for political candidates to leverage their brand in order to influence voting intentions. Candidates, owing to the strong psychological connections they establish with their voters, are well-positioned to construct brand equity. Emotions are part of any brand–consumer relationship, but in the case of politics, the importance of this dimension may be more significant given that the brand, in this case, is a living person. This is expressed in the degree of consumer–voter commitment and emotional involvement. A multidimensional construct of brand equity is used to explore the relationships between its dimensions and voter intentions. The findings suggest a robust correlation between candidates’ brand equity and respondents’ future voting intentions. In addition, it is feasible to ascertain the characteristics of the brand equity of the different candidates and to identify the dimensions on which to focus efforts to improve brand equity. The current study enhances the utilization of candidate brand equity assessment as a viable alternative to polling data in practice. Its contribution lies in the potential to effectively manage the various dimensions of brand equity for the benefit of a candidate.

Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1057/s41599-023-01790-z Abstract (text/html)
Access to full text is restricted to subscribers.

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:palcom:v:10:y:2023:i:1:d:10.1057_s41599-023-01790-z

Ordering information: This journal article can be ordered from
https://www.nature.com/palcomms/about

DOI: 10.1057/s41599-023-01790-z

Access Statistics for this article

More articles in Palgrave Communications from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().

 
Page updated 2025-03-19
Handle: RePEc:pal:palcom:v:10:y:2023:i:1:d:10.1057_s41599-023-01790-z