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The political brand: a consumer perspective

journal contribution
posted on 09.06.2014, 12:12 by Gareth Smith, Alan FrenchAlan French
As there is not universal acceptance of political parties as brands, the paper justifies and theoretically supports considering them as such. It then uses a cognitive psychology perspective to explain in detail how consumers learn about political brands. From this, the interaction between the leader, the party and its policies is considered as a means by which political brand image forms in consumer memory. This is followed by an analysis of the potential benefits proffered by political brands to voters. These benefits, it is postulated, motivate consumers to learn about, interact with and eventually help decide upon a political brand. Finally, the paper considers the future of political brands, in particular through the prism of postmodern consumer behaviour. © 2009 SAGE.

History

School

  • Business and Economics

Department

  • Business

Published in

Marketing Theory

Volume

9

Issue

2

Pages

209 - 226

Citation

SMITH, G. and FRENCH, A., 2009. The political brand: a consumer perspective. Marketing Theory, 2009, 9 (2), pp. 209 - 226

Publisher

© Sage

Version

VoR (Version of Record)

Publication date

2009

Notes

This article is closed access, it was published in the journal Marketing Theory [© Sage]. The definitive version is available at: http://dx.doi.org/10.1177/1470593109103068

ISSN

1470-5931

eISSN

1741-301X

Language

en