Purpose The purpose of this study is to determine the impact of voters' personal and societal
values on presidential candidate brand personality preference. In addition, the research …

Political branding has developed into an established and vibrant sub-discipline of political
marketing. Indeed, political branding research continues to push boundaries by critically …

Climate change, which nowadays is frequently framed as climate crisis in order to highlight
the urgent need to take action to tackle it, has been studied extensively both in …

Purpose Social media has been widely adopted by politicians and political parties during
elections and routine times and has been discussed before. However, research in the field …

Developing a personal brand in the world of social media is a new trend. Existing literature
examines how professionals, actors, athletes, influencers can utilize social media platforms …

Recent research has shown that politicians, specifically candidates, are viewed by the
electorate as brands (Guzmán et al., 2015; Harrison et al., 2023), and that their brand image …

Understanding voters as consumers is a fundamental factor contributing to campaign
success. This study aims to investigate whether personal political brand characteristics …

The purpose of this study is to increase the understanding of two extreme brand
relationships, namely brand love and brand hate, and their interrelatedness. This qualitative …

Today, creating a personal political brand is essential for regional heads to increase
electability ahead of regional elections. This research explores how elected millennial …

This research attempts to develop the reformist dimensions based on the case of successful
political outsiders. Literature suggest that reformers are those perceived to be successful in …