Exploring and consolidating the brand personality elements of the political leader
| Autor: | B. E. Ganesh, Meetu Chawla, Christopher Pich, Varsha Jain |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2018 |
| Předmět: |
Agreeableness
Political brand personality media_common.quotation_subject Political marketing Sincerity India Political leaders Politics Originality 0502 economics and business Bharatiya Janta Party (BJP) 050602 political science & public administration Openness to experience Personality lcsh:HF5410-5417.5 Competence (human resources) media_common Marketing lcsh:Marketing. Distribution of products 05 social sciences Conscientiousness 0506 political science Narendra Modi 050211 marketing Psychology Social psychology |
| Zdroj: | Spanish Journal of Marketing-ESIC, Vol 22, Iss 3, Pp 295-318 (2018) |
| ISSN: | 2444-9709 |
| Popis: | 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. |
| Databáze: | OpenAIRE |
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