On the relationship between online brand community and brand preference in political market
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DOI: 10.1007/s12208-020-00264-1
Abstract: Seeing the rising growth of online brand communities, an increasing number of political parties are investing time, money, and resources into designing and managing online brand communities to gain voters’ attention. Although online brand communities… read more here.
Keywords: brand community; political brand; brand; online brand ... See more keywords
Political brand endorsers, political brand preference, and political brand equity: A mediated moderated model
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DOI: 10.1080/13527266.2020.1810101
Abstract: Though extant literature has investigated the role of brand endorsers in political marketing and communication research, few studies have investigated the causal relationships between brand endorse... read more here.
Keywords: preference political; political brand; brand endorsers; endorsers political ... See more keywords
Political Brand Communities as Social Network Clusters: Winning and Trailing Candidates in the GOP 2016 Primary Elections
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DOI: 10.1080/15377857.2018.1478661
Abstract: This study integrates a brand community theoretical framework and a social networks approach to the study of political marketing on social media. It analyzes Twitter activity by and about all Republican candidates during the month… read more here.
Keywords: political brand; winning trailing; network clusters; brand communities ... See more keywords
Moderators and Mediators of Framing Effects in Political Marketing: Implications for Political Brand Management
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DOI: 10.1080/15377857.2019.1652221
Abstract: Due to its important practical implications, there has been a growing number of studies on framing conducted by scholars from various research domains. There has been, however, no paper that would provide a comprehensive overview… read more here.
Keywords: moderators mediators; framing effects; political marketing; political brand ... See more keywords
The Emergence of Science as a Political Brand
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DOI: 10.1080/15377857.2019.1652225
Abstract: This article seeks to explain how science has emerged as political brand. While science and politics have intersected for centuries, more recent social, cultural, and political events led to increased attention to the role of… read more here.
Keywords: political brand; science; community; brand ... See more keywords