Measuring Political Brands

An Art and a Science of Mapping the Mind

Bibliographic Data

ID5809403
AuthorsSigge Winther Nielsen (University of Copenhagen, corresponding author)
Year2015
Volume15
Issue1
Pages70-95
Publication date2015-08-24
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Political Marketing (JOURNAL)
Journal identifiersISSN: 1537-7857 • E-ISSN: 1537-7865
PublisherTaylor & Francis (PUBLISHER • GB)
DOI10.1080/15377857.2014.959682
OpenAlexW2178013824
LanguageEN
Citations received18
References cited61

The field of political brands has developed a host of approaches and explored a variety of cases over the last years. However, less attention has been devoted to brand measurement-specifically efforts to construct a measure that attempts to explain the relationship between voters and parties. Against this backdrop, this article discusses how to measure a political brand by first selecting one part of the diverse brand concept for further investigation. Next, the two existing brand measures in the literature are evaluated, and the article proposes an alternative measure that underlines a stronger connection to the immense political science literature on voters and parties. Then, the three measures are compared by empirically investigating which measure is best at explaining voters' party sympathy. Here, it is demonstrated that the alternative measure seems to be the most valid and reliable construct when it comes to explaining voters' sympathy for a particular party. Finally, the proposed alternative measure is further validated in a representative sample (N = 2251), establishing a preliminary correlation between party brand and voter sympathy

Sympathy · Electoral Systems and Political Participation · Social and Intergroup Psychology · Social Media and Politics

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