A Semantic Analysis of the Political Slogans of Pakistan Tehreek-Insaf and Pakistan Muslim League-Noon

Akram, Aiman Gul; Iqbal, Liaqat

doi:10.31703/gpr.2020(v-iii).10

Cited by 2 publications

(2 citation statements)

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“…Participants were recruited (Table 8) via various Facebook groups of expatriate Pakistanis. This group was targeted for the pilot study since they play a pivotal role in funding and supporting the PTI (Akram & Iqbal, 2020; Chaudhry & Bilal, 2021; Noreen, 2018; Ullah et al, 2020). Participants were handed a pen and paper and asked to ‘draw the PTI brand if it were a car’.…”

Section: Research Approachmentioning

confidence: 99%

“…This research explores the efficacy of using qualitative projective techniques to explore the corporate political brand image of Pakistan Tehreek-i-Insaf Party [PTI]. PTI is a Pakistani centrist political party founded in 1996 by former cricketer Imran Khan (Akram & Iqbal, 2020; Chaudhry & Bilal, 2021). The party, whose slogan is justice, humanity, and self-esteem, enjoys appeal among urban voters, youth, and Pakistani diaspora (Ahmad & Sheikh, 2020; Sarwar et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

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The effective nature of projective techniques in political brand image research

Khan,

Pich,

Spry

2023

International Journal of Market Research

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This study explores the effectiveness of qualitative projective techniques to explore the corporate political brand image of Pakistan Tehreek-I-Insaf party [PTI] from a multiple-stakeholder perspective. This study addresses core gaps in projective techniques research of eliciting responses from a large cross-section of multiple stakeholders in varied non-western contexts. A qualitative interpretivist approach was adopted. More specifically, expressive projective techniques were embedded within focus group discussions. Nine focus group discussions (comprising 37 participants) were carried out in Karachi and Lahore (Pakistan) from June to November 2020. Each focus group lasted 60 to 90 minutes. A six-phased contextualist thematic analytical approach was employed to interpret the findings generated from the projective techniques and subsequent discussions. Projective techniques were established as an efficient and effective tool for exploring corporate political brand image research in Pakistan. The leadership element of the corporate political brand trinity was revealed to be larger than policies and party and it had both positive associations as well as being perceived as opportunistic. Policies were associated with dissatisfaction and incompetence whereas, the party element of the brand was viewed as ineffective and a subordinate brand. This study addresses explicit calls for further insights and research on the use of projective techniques in dynamic contexts and settings. In addition, this research adds to the limited understanding of the choice of stimuli and appraisal of projective techniques. Finally, this study provides a systematic ten-step guide entitled the projective techniques toolkit which outlines how to successfully conduct research using projective techniques. This research and developed toolkit will benefit practitioners and academics alike.

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Section: Research Approachmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The effective nature of projective techniques in political brand image research

Khan,

Pich,

Spry

2023

International Journal of Market Research

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Political brand culture of Pakistan Tehreek-e-Insaf: An internal perspective

Khan,

Armannsdottir,

Pich

2024

International Journal of Market Research

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The purpose of this study is to contribute to the body of research on political brand identity by specifically exploring political brand culture as a key element of political brand identity. Thus, this study addresses a significant gap in the literature on political brand identity using the developing world context of Pakistan Tehreek-i-Insaf party [PTI]. Adopting a qualitative methodology, this research involved in-depth interviews with PTI members to uncover the underlying values, beliefs, and cultural elements that shape the party’s brand culture. The findings reveal that PTI’s brand culture is an intricate and complex network of values, beliefs, and strategies that shape its identity and influence its interactions with both internal stakeholders and the broader public. These core values not only define PTI’s culture but also distinguish it from its competitors. The originality of this study lies in its development of a new framework for understanding political brand culture, comprising Brand Core Values, Collaborative Engagement, and Brand Strategy & Goals. This framework provides a nuanced tool for both academics and practitioners to analyse and manage brand cultures across various contexts, offering valuable insights for enhancing brand coherence and resilience during times of change.

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A Semantic Analysis of the Political Slogans of Pakistan Tehreek-Insaf and Pakistan Muslim League-Noon

Cited by 2 publications

References 1 publication

The effective nature of projective techniques in political brand image research

The effective nature of projective techniques in political brand image research

Political brand culture of Pakistan Tehreek-e-Insaf: An internal perspective

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