What About Winning? Looking into the Blind Spot of the Theory of Campaign Professionalization

Rayner, Jennifer

doi:10.1080/15377857.2012.719485

Cited by 5 publications

(1 citation statement)

References 28 publications

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“…The chosen candidate then nurtures and enhances the party's image through his or her leadership and management style. Here, the engagement of the party and the leader can base on the most salient utilitarian and symbolic touch points in the context of the voters (Rayner, 2014;Ormrod and Henneberg, 2011). A related investigation was done by MacInnis and Folkes (2017) who considered brand anthropomorphism as a phenomenon that encourages consumers to attribute human qualities to their brands.…”

Section: Primacy Of the Political Leadermentioning

confidence: 99%

Exploring and consolidating the brand personality elements of the political leader

Jain

Chawla²,

Ganesh

et al. 2018

SJME

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Purpose This study aims to examine brand personality and its application to political branding. This study focuses on the brand personality of a political leader from the BJP Party brand (Bharatiya Janta Party). The development of a strong political brand personality is crucial for success at the polls. Little research has been dedicated to this phenomenon particularly beyond Western political and post-election contexts. Design/methodology/approach The scope and development of the study required a qualitative approach. The theoretical frameworks of the study acted as the deductive base of the study. The insights of the respondents were the inductive base of the study. Semi-structured interviews were conducted with external stakeholders [voters]. In addition, semi-structured interviews were also adopted to capture the branding activities used by internal stakeholders [BJP]. Findings The brand personality dimensions such as sincerity; agreeableness, competence, energy, openness, conscientiousness and emotional stability were clearly associated with a political leader. Negative qualities such as dictatorial attitudes and arrogance affected the political leader’s brand personality. Religious partisanship was another strong negative trait affecting the brand personality of the political leader. Originality/value The study has an actionable framework for political brand personality in the post-election context. It offers negative qualities to be avoided in the development of the political brand personality of the leader. It offers insights about the political brand personality of the leader in terms of young digitally savvy voters.

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Section: Primacy Of the Political Leadermentioning

confidence: 99%