search query: @freeterm BRAND EQUITY / total: 26
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| Author: | French, A. Smith, G. |
| Title: | Measuring political brand equity: A consumer oriented approach |
| Journal: | European Journal of Marketing
2010 : VOL. 44:3/4, p. 460-477 |
| Index terms: | marketing brands politics elections voting consumers United Kingdom |
| Freeterms: | brand equity |
| Language: | eng |
| Abstract: | This paper aims at developing an understanding of how voters view the political brand (here as: b./bs.) by analysing the mental maps created by voters when asked to think about a political party. The analysis is both in terms of i. the nature of the maps and ii. the equity associated with a map. A consumer-oriented approach is developed for mapping the political b. The b. maps are analyzed to find out b. characteristics. Moreover, methods are developed to assess the power of political bs. and political b. equity. Interesting insights are provided into the nature and equity of b. associations for the two main political protagonists, that is, Conservative and Labour. Key branded characteristics are highlighted for each party, both in terms of general structure, and also those associations that form a central role in voters' maps. |
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