The Elicitation Capabilities of Qualitative Projective Techniques in Political Brand Image Research

Autor:	G Armannsdottir, Dianne Dean, Christopher Pich
Rok vydání:	2015
Předmět:	Marketing Economics and Econometrics Politics Brand image Knowledge management business.industry Sociology Business and International Management Projective test Public relations business
Zdroj:	International Journal of Market Research. 57:357-394
ISSN:	2515-2173 1470-7853
DOI:	10.2501/ijmr-2015-033
Popis:	There is a paucity of research that outlines how to understand the image of political brands. Responding to this identified gap in the literature, this research seeks to demonstrate the elicitation capabilities of qualitative projective techniques to explore the political brand image of the UK Conservative Party. This paper highlights that projective techniques can provide a greater understanding of underlying feelings and deep-seated attitudes towards political parties, candidates, and the positive and negative aspects of brand image. Many of the associations and perceptions may have been overlooked if other research methods had been adopted. Projective techniques may be adopted by political actors to assess how their brands are understood and, if required, make adaptations to their communicated brand identity.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::f346474a0bdd8d8d183309698a5ee786 https://doi.org/10.2501/ijmr-2015-033 Zobrazit plný text záznamu Plný text ve formátu PDF