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 …

Purpose Due to rapid digitalization, the emergence of the “phygital” environment, which
blends physical and digital experiences, creates unique challenges for researchers. This …

The purpose of this study is to contribute to the body of research on political brand identity by
specifically exploring political brand culture as a key element of political brand identity. Thus …

Politics and the political process remains a complex, often controversial area of study.
Indeed, in order to simplify our understanding of political organisations, institutions, groups …

The present text is a theoretical study that brings a new perspective on the issue of political
branding in contemporary democracies. The goal is to answer the apparent contradictions …

This qualitative study responds to explicit calls for further research and explores the political
co-brand management, positioning and negative image transference between the co-brand …

The purpose of this chapter is twofold. Firstly, we put forward key branding concepts and
frameworks within political marketing, to explore political brand identity and political brand …

GATR Journal of Management and Marketing Review Marketing Political Parties: Political
Branding Elements and Voters’ Preferenc Page 1 ISSN 2636-9168, e-ISSN 0128-2603 © …

Political marketing is a major trend in politics, and election campaigns are no exception. This
article analyzes the online political branding strategies of La République En Marche (LREM) …

ABSTRACT A political brand aims to project a differentiated and identifiable position in the
minds of voters. However, there is limited understanding on the envisaged and realised …