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The political brand: A consumer perspective

Loughborough University, UK, I.G.Smith{at}lboro.ac.uk

Alan French

Loughborough University, UK, A.P.French{at}lboro.ac.uk

As there is not universal acceptance of political parties as brands, the paper justifies and theoretically supports considering them as such. It then uses a cognitive psychology perspective to explain in detail how consumers learn about political brands. From this, the interaction between the leader, the party and its policies is considered as a means by which political brand image forms in consumer memory. This is followed by an analysis of the potential benefits proffered by political brands to voters. These benefits, it is postulated, motivate consumers to learn about, interact with and eventually help decide upon a political brand. Finally, the paper considers the future of political brands, in particular through the prism of postmodern consumer behaviour.

Key Words: consumer memory • functions • future • political brand

Marketing Theory, Vol. 9, No. 2, 209-226 (2009)
DOI: 10.1177/1470593109103068


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