Measuring Political Brand Equity in Ireland

Bibliographic Data

ID6074105
AuthorsEwan A Macdonald (0000-0002-6420-9255, IBAT College), Roger Sherlock (IBAT College), John Hogan (0000-0003-2162-8166, IBAT College, corresponding author)
Year2015
Volume30
Issue1
Pages98-120
Publication date2015-01-02
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueIrish Political Studies (JOURNAL)
Journal identifiersISSN: 0790-7184 • E-ISSN: 1743-9078
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/07907184.2014.942644
OpenAlexW1981556688
LanguageEN
Citations received2
References cited35

This article will apply cognitive mapping techniques to understand the manner in which political brand equity is formed, and how it differs, across the four largest Irish political parties, from the perspective of citizens. It assesses the fundamental aspects of branding and brand equity in the marketing and political marketing literatures. Primary data were generated in spring 2012 through the participation of 232 citizens in the political brand elicitation stage and a further 75 citizens were involved in creating cognitive maps of brand equity. From the mapping process, we see that Irish political party brands are plagued by a number of negative associations. Fianna Fáil's brand is overshadowed by past mistakes and former leaders with bad reputations; while the Fine Gael brand is wracked by low levels of engagement. This article constitutes the first attempt to measure the political brand equity of Irish political parties

Advertising · Brand equity · Brand management · Business · Irish · Political economy · Political science · Politics · Public relations · Sociology · Consumer Behavior in Brand Consumption and Identification · Cultural Differences and Values · Digital Marketing and Social Media · Law · Marketing

Tools

Open DOISci-HubOpen Access