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Title: Measuring the changes to leader brand associations during the 2010 election campaign
Authors: Smith, Gareth
French, Alan
Keywords: Brand/image strength
Brand/concept mapping
General election
Issue Date: 2011
Publisher: Taylor and Francis / © Westburn Publishers Ltd
Citation: SMITH, G. and FRENCH, A., 2011. Measuring the changes to leader brand associations during the 2010 election campaign. Journal of Marketing Management, 27 (7-8), pp. 721 - 738
Abstract: The 2010 UK General Election was unique in that for the first time, televised leaders' debates took place. The impact of these plus paid for advertising and uncontrolled events are considered, and their likely affect on the image of Brown, Cameron, and Clegg, the three main party leaders, discussed. Then, using a brand-mapping approach, we analyse changes to consumer perceptions of the leader brands from just prior to the first debate through to he election day itself, Thursday 6 May. Specifically, we consider whether, over the campaign, the number of leader associations increases, which policies were ssociated with which leader, and the favourability of the leaders associations. We then use a measure of brand-image strength to chart overall changes to the leaders. Finally, we consider how Brown's image was affected by the so-called Duffy' affair. © 2011 Westburn Publishers Ltd.
Description: Author Posting © Westburn Publishers Ltd, 2012. This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in the Journal of Marketing Management, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in Journal of Marketing Management, 27, 2011, 7-8, pp. 718-735, doi: 10.1080/0267257X.2011.587825, http://dx.doi.org/10.1080/0267257X.2011.587825
Version: Accepted for publication
DOI: 10.1080/0267257X.2011.587825
URI: https://dspace.lboro.ac.uk/2134/14789
Publisher Link: http://dx.doi.org/10.1080/0267257X.2011.587825
ISSN: 0267-257X
Appears in Collections:Published Articles (Business)

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