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| Author: | Davies, G. Mian, T. |
| Title: | The reputation of the party leader and of the party being led |
| Journal: | European Journal of Marketing
2010 : VOL. 44:3/4, p. 331-350 |
| Index terms: | marketing politics political parties elections leadership perception performance management voting consumer behaviour United Kingdom |
| Language: | eng |
| Abstract: | This paper aims at exploring the similarity of the reputation (here as: reptn.) of political leaders with those of their parties and to assess the claim of causal links. A multidimensional measure of brand personality is used for measuring the reptn. among voters of the three main parties with their leaders in two surveys each prior to British General Elections in 2001 and 2005. The reptn. of leader and party are found to be highly correlated, but statistically distinct in both studies. The leader's reptn. appears to influence that of the party more than vice versa. However, the decline in Tony Blair's reptn. from 2001 to 2005 seems to have influenced more those loyal to other parties. |
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