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Please use this identifier to cite or link to this item: https://dspace.lboro.ac.uk/2134/14792

Title: The political brand: a consumer perspective
Authors: Smith, Gareth
French, Alan
Keywords: Consumer memory
Political brand
Issue Date: 2009
Publisher: © Sage
Citation: SMITH, G. and FRENCH, A., 2009. The political brand: a consumer perspective. Marketing Theory, 2009, 9 (2), pp. 209 - 226
Abstract: 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. © 2009 SAGE.
Description: This article is closed access, it was published in the journal Marketing Theory [© Sage]. The definitive version is available at: http://dx.doi.org/10.1177/1470593109103068
Version: Published
DOI: 10.1177/1470593109103068
URI: https://dspace.lboro.ac.uk/2134/14792
Publisher Link: http://dx.doi.org/10.1177/1470593109103068
ISSN: 1470-5931
Appears in Collections:Closed Access (Business School)

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