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Measuring the changes to leader brand associations during the 2010 election campaign

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journal contribution
posted on 06.06.2014, 14:56 by Gareth Smith, Alan FrenchAlan French
The 2010 UK General Election was unique in that for the first time, televised leaders' debates took place. The impact of these plus paid for advertising and uncontrolled events are considered, and their likely affect on the image of Brown, Cameron, and Clegg, the three main party leaders, discussed. Then, using a brand-mapping approach, we analyse changes to consumer perceptions of the leader brands from just prior to the first debate through to he election day itself, Thursday 6 May. Specifically, we consider whether, over the campaign, the number of leader associations increases, which policies were ssociated with which leader, and the favourability of the leaders associations. We then use a measure of brand-image strength to chart overall changes to the leaders. Finally, we consider how Brown's image was affected by the so-called Duffy' affair. © 2011 Westburn Publishers Ltd.

History

School

  • Business and Economics

Department

  • Business

Published in

Journal of Marketing Management

Volume

27

Issue

7-8

Pages

721 - 738

Citation

SMITH, G. and FRENCH, A., 2011. Measuring the changes to leader brand associations during the 2010 election campaign. Journal of Marketing Management, 27 (7-8), pp. 721 - 738

Publisher

Taylor and Francis / © Westburn Publishers Ltd

Version

AM (Accepted Manuscript)

Publication date

2011

Notes

Author Posting © Westburn Publishers Ltd, 2012. This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in the Journal of Marketing Management, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in Journal of Marketing Management, 27, 2011, 7-8, pp. 718-735, doi: 10.1080/0267257X.2011.587825, http://dx.doi.org/10.1080/0267257X.2011.587825

ISSN

0267-257X

eISSN

1472-1376

Language

en