Access the full text.
Sign up today, get DeepDyve free for 14 days.
L. Crisp (1950)
COMPULSORY VOTING IN AUSTRALIAParliamentary Affairs
J. Egan (1999)
Political Marketing: Lessons from the MainstreamJournal of Marketing Management, 15
Alex Marland (2003)
Marketing political soap: a political marketing view of selling candidates like soap, of electioneering as a ritual, and of electoral military analogiesJournal of Public Affairs, 3
D. Holt (2003)
What becomes an icon most?Harvard business review, 81 3
D. Aaker (1992)
Managing brand equity : capitalizing on the value of a brand name
B. Lyons, K. Henderson (2005)
Opinion leadership in a computer-mediated environmentJournal of Consumer Behaviour, 4
Paul Baines, R. Worcester, D. Jarrett, R. Mortimore (2003)
Market Segmentation and Product Differentiation in Political Campaigns: A Technical Feature PerspectiveJournal of Marketing Management, 19
F. Wangenheim, Tomás Bayón (2004)
Satisfaction, loyalty and word of mouth within the customer base of a utility provider: differences between stayers, switchers and referral switchersJournal of Consumer Behaviour, 3
Klaus-Peter Wiedmann, G. Walsh, V. Mitchell (2001)
The Mannmaven: an agent for diffusing market informationJournal of Marketing Communications, 7
P. Butler, N. Collins, M.R. Fellenz
Theory‐building in political marketing: parallels in public management
A. Strauss, J. Corbin (1998)
Basics of qualitative research : techniques and procedures for developing grounded theory
Arjun Chaudhuri, M. Holbrook (2001)
The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand LoyaltyJournal of Marketing, 65
Helene Burgh-Woodman, J. Brace-Govan (2007)
We do not live to buy: Why subcultures are different from brand communities and the meaning for marketing discourseInternational Journal of Sociology and Social Policy, 27
C. Perry (1998)
Processes of a case study methodology for postgraduate research in marketingEuropean Journal of Marketing, 32
S. Beatty, Scott Smith (1987)
External Search Effort: An Investigation across Several Product CategoriesJournal of Consumer Research, 14
Susan Fournier (1998)
Consumers and Their Brands: Developing Relationship Theory in Consumer ResearchJournal of Consumer Research, 24
S. Hardaker, C. Fill (2005)
Corporate Services Brands: The Intellectual and Emotional Engagement of EmployeesCorporate Reputation Review, 7
L. Woods (2003)
Grounded Theory: A practical guide for management, business and market researchers Christina Goulding Grounded Theory: A practical guide for management, business and market researchers Sage Publications No of pages: 186 £18.99 0761966838 0761966838 [Formula: see text].Nurse researcher, 11 1
Robert Ormrod (2007)
Political Market Orientation and Its Commercial CousinJournal of Political Marketing, 6
P. Reeves, L. Chernatony, M. Carrigan (2006)
Building a political brand: Ideology or voter-driven strategyJournal of Brand Management, 13
T. Levitt
Marketing success through differentiation – of anything
S. Henneberg, N. O'shaughnessy (2007)
Prolegomena to Theory and Concept Development in Political MarketingJournal of Political Marketing, 6
Isabella Chaney (2001)
Opinion leaders as a segment for marketing communicationsMarketing Intelligence & Planning, 19
P. Butler, N. Collins (2001)
Payment on delivery ‐ Recognising constituency service as political marketingEuropean Journal of Marketing, 35
M. Harrop
Political marketing
S. Kates (2004)
The dynamics of Brand legitimacy: An interpretive study in the gay men's communityJournal of Consumer Research, 31
R. Yin (1984)
Case Study Research: Design and Methods
R. Negrine, D. Lilleker (2003)
The Rise of a Proactive Local Media Strategy in British Political Communication: clear continuities and evolutionary change 1966-2001Journalism Studies, 4
R. Negrine, D. Lilleker
The professionalisation of media‐based campaigning in Britain 1966‐2001: the rise of a proactive media strategy
B. Yoo, Naveen Donthu, Sunghoe Lee (2000)
An examination of selected marketing mix elements and brand equityJournal of the Academy of Marketing Science, 28
D. Aaker (1996)
MEASURING BRAND EQUITY ACROSS PRODUCTS AND MARKETSCalifornia Management Review, 38
L. Chernatony, S. Drury, Susan Segal‐Horn (2003)
Building a Services Brand: Stages, People and OrientationsThe Service Industries Journal, 23
L. Corey (1971)
People who Claim to be Opinion Leaders: Identifying their Characteristics by Self-reportJournal of Marketing, 35
A. O'Cass, A. Pecotich (2005)
The dynamics of voter behavior and influence processes in electoral markets: a consumer behavior perspectiveJournal of Business Research, 58
Tülin Erdem (1998)
An Empirical Analysis of Umbrella BrandingJournal of Marketing Research, 35
H. Schneider (2004)
Branding in Politics—Manifestations, Relevance and Identity-Oriented ManagementJournal of Political Marketing, 3
Colin Jevons (2005)
Names, brands, branding: beyond the signs, symbols, products and servicesJournal of Product & Brand Management, 14
Parliament of Australia
Parliament of Australia: education – Parliament an overview
S. Henneberg, Yi-Ling Chen (2008)
Celebrity Political EndorsementJournal of Political Marketing, 6
N. Morgan, A. Pritchard (1999)
Building destination brands: The cases of Wales and AustraliaJournal of Brand Management, 7
A. Strauss (1992)
Basics Of Qualitative Research
Jonna Holland, S. Baker (2001)
Customer participation in creating site brand loyaltyJournal of Interactive Marketing, 15
D. Lilleker
Micro‐level political communication: is publicising constituency service the vote winner that UK MPs perceive it to be?
U. Flick (2008)
Designing Qualitative Research
R. Pappu, P. Quester, R. Cooksey
Consumer‐based brand equity and country‐of‐origin relationships
B. Yoo, Naveen Donthu (2001)
Developing and validating a multidimensional consumer-based brand equity scaleJournal of Business Research, 52
S.C. Henneberg, Y‐L. Chen
Celebrity political endorsement: campaign management for the Taipei city councillor election 2002
L. Chernatony (2001)
From brand vision to brand evaluation
A. O'Cass (2003)
An Exploratory Assessment of the Political Product: Proclamations of the FaithfulJournal of Nonprofit & Public Sector Marketing, 11
Colin Jevons (2006)
Universities: a prime example of branding going wrongJournal of Product & Brand Management, 15
L.Jean Harrison-Walker (2001)
The measurement of a market orientation and its impact on business performanceJournal of Quality Management, 6
David Stewart, Prem Shamdasani (1991)
Focus Groups: Theory and Practice
P. Butler, N. Collins (1994)
Political Marketing: Structure and ProcessEuropean Journal of Marketing, 28
N. Klein (1999)
No Logo: Taking Aim at the Brand Bullies
V. Srinivasan, Changkae Su, Park Dae, Ryun Chang, Su Chan, Park, R. Dae, Chang, John Roberts, Allan Shocker (2005)
An Approach to the Measurement, Analysis, and Prediction of Brand Equity and Its SourcesManag. Sci., 51
A. Woodside, E. Wilson (2003)
Case study research methods for theory buildingJournal of Business & Industrial Marketing, 18
L. Chernatony (2002)
Would a Brand Smell any Sweeter by a Corporate NameCorporate Reputation Review, 5
R.P. Ormrod
Political market orientation and its commercial cousin: close family or distant relatives?
N. O'shaughnessy (2001)
The marketing of political marketingEuropean Journal of Marketing, 35
Christina Goulding (2002)
Grounded Theory: A Practical Guide for Management, Business and Market Researchers
D. Holt (1995)
How Consumers Consume: A Typology of Consumption PracticesJournal of Consumer Research, 22
Colin Jevons, M. Gabbott, L. Chernatony (2004)
Customer and Brand Manager Perspectives on Brand Relationships: A Conceptual Framework
Kevin Keller (2007)
Strategic Brand Management
Marsha Richins, Teri Root-Shaffer (1988)
The Role of Evolvement and Opinion Leadership in Consumer Word-Of-Mouth: an Implicit Model Made ExplicitACR North American Advances
K. Clow, D. Kurtz, J. Ozment, B. Ong (1997)
The antecedents of consumer expectations of services: an empirical study across four industriesJournal of Services Marketing, 11
B. Gardner, S. Levy (1999)
The Product and the Brand
Nick Sparrow, John Turner (2001)
The permanent campaign ‐ The integration of market research techniques in developing strategies in a more uncertain political climateEuropean Journal of Marketing, 35
J.W. Creswell
Qualitative Inquiry and Research Design
G. Walsh, K. Gwinner, S. Swanson (2004)
WHAT MAKES MAVENS TICK? EXPLORING THE MOTIVES OF MARKET MAVENS INITIATION OF INFORMATION DIFFUSIONJournal of Consumer Marketing, 21
B. Costar, D. Woodward (2002)
The party and electoral systems
A. Chaudhuri, M.B. Holbrook
The chain of effects from brand affect to brand performance: the role of brand loyalty
P. Butler, N. Collins, Martin Fellenz (2007)
Theory-Building in Political MarketingJournal of Political Marketing, 6
L. Chernatony (2001)
Succeeding with brands on the InternetJournal of Brand Management, 8
C. Medlin (2007)
Case Study Research
D. Holt (2002)
Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and BrandingJournal of Consumer Research, 29
R. Pappu, P. Quester, R. Cooksey (2006)
Consumer‐based brand equity and country‐of‐origin relationships: Some empirical evidenceEuropean Journal of Marketing, 40
A. Lock, P. Harris (1996)
Political marketing ‐ vive la différence!European Journal of Marketing, 30
J. Berry, E. Keller
Movers and shakers
E. Delgado-Ballester, J. Munuera-Alemán (2001)
Brand trust in the context of consumer loyaltyEuropean Journal of Marketing, 35
M. Firth (1993)
Price setting and the value of a strong brand nameInternational Journal of Research in Marketing, 10
L. Berry (2000)
Cultivating service brand equityJournal of the Academy of Marketing Science, 28
Purpose – The democratic political product is complex and untangible. An underlying assumption of a democratic system is the involvement of voters, or consumers, but with contemporary political apathy this aspect is relatively unacknowledged. This paper aims to explore the role of the consumer in political branding. Design/methodology/approach – Two contrasting case studies compare the balance between the corporate brand of the political party and the brand image of two different kinds of local politician. Aaker's “Brand Equity Ten” is adapted to provide a suitable conceptual framework for the case study comparison. Findings – Investigating the interaction between the community and politicians drew out important implications for the political brand. The paper concludes that managing the political brand entails a recognition of the inherent duality that resides in the political product. In an environment of reduced differentiation of political offerings to the electoral marketplace it is important for politicians and the political party to make early decisions about which aspect of this brand duality best serves individual careers and the party. Key to this decision is the opinion‐leading role of politically aware consumers. Research limitations/implications – This research shows that an individual politician's brand can compete with or enhance the corporate political party brand, which implies that political branding must take into account the communication role of the highly involved consumer. Originality/value – This paper examines the under‐researched area of consumer contribution to political branding. The role of highly involved political consumers in constituency politics is clearly shown to affect the politician's brand equity. This leads to a re‐conceptualisation of the politician's brand vis‐à‐vis the political party brand.
European Journal of Marketing – Emerald Publishing
Published: Apr 6, 2010
Keywords: Politics; Brand equity; Consumers; Influence
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.