In this way, it will be possible to know which dimensions allow an improvement of the brand equity and on which ones an action should be taken (Cuesta-Valiño et al., 2021a) and, ultimately, the number of votes obtained.Īccording to the American Marketing Association, the definition of a brand is as follows: “a name, term, design, symbol, or any other feature that identifies one seller’s goods or services as distinct from those of other sellers” (AMA, 2017). The objective of this survey is to identify the brand values and characteristics of the candidates by examining the dimensions of the brand. The existence of a relationship between the higher number of votes and the higher value of brand equity does not seem likely. The significance of these studies cannot be overstated, as they provide valuable insights into how the electorate’s emotional connections with candidates influence voter intention (Banerjee and Chaudhuri, 2021 Van Steenburg and Guzman, 2019). Moreover, other authors argue that political brands encompass a multifaceted ecosystem consisting of interconnected yet often distinct sub-brands (Pich and Armannsdottir, 2022). Building on this perspective, Milewicz and Milewicz ( 2014) presented evidence highlighting the complexity of defining the boundaries of the candidate brand construct. Similarly, Smith and French ( 2009) point to the role of the political leader in shaping associations within a political party brand. Singer ( 2002) drew a parallel between a political party and a corporate brand, considering the candidate as the product. Independent of the party, candidate brand equity provides consumers with an informational shortcut that may impact vote intention (Schneider, 2004). The current study focuses on candidate brand equity and its relationship with voter intention. According to Needham ( 2005), in an era characterized by the “permanent campaign,” multimedia-driven strategies, and passive audiences, candidate branding becomes a necessity. Such work has legitimized the use of Aaker’s ( 1991) model of brand equity based on customer perceptions as an important conceptual framework for understanding political consumers, that is, voters. The literature has increasingly acknowledged the concept of the candidate and political party branding, leading to greater dissemination of the branding concept (Harsandaldeep and Seerat, 2022 Schofield and Reeves, 2015 Van Steenburg and Guzman, 2019). Specifically, a candidate is an important signaling device that facilitates marketplace exchanges (Parker, 2012). Within the political domain, a political candidate is analogous to a brand or a brand’s product. ![]() This interaction is also responsible for the development of a number of emerging theoretical perspectives focused on the context of political marketing (Jain et al., 2018). The acceptance of its use and conceptual validity is in large part due to the interaction between the academic fields of marketing and political science (Speed et al., 2015). As expected, the term “political marketing” has gained widespread usage within the political field. The development of marketing concepts and principles in this field is based on the practices of many professional political consultants and marketing scholars working in the political arena (Davies and Newman, 2006 Henneberg, 2004 Henneberg and O’Shaughnessy, 2007). Marketing theories and concepts continue to be applied to political marketing (Milewicz and Milewicz, 2014 Newman, 1994). Its contribution lies in the potential to effectively manage the various dimensions of brand equity for the benefit of a candidate. The current study enhances the utilization of candidate brand equity assessment as a viable alternative to polling data in practice. In addition, it is feasible to ascertain the characteristics of the brand equity of the different candidates and to identify the dimensions on which to focus efforts to improve brand equity. The findings suggest a robust correlation between candidates’ brand equity and respondents’ future voting intentions. A multidimensional construct of brand equity is used to explore the relationships between its dimensions and voter intentions. This is expressed in the degree of consumer–voter commitment and emotional involvement. ![]() Emotions are part of any brand–consumer relationship, but in the case of politics, the importance of this dimension may be more significant given that the brand, in this case, is a living person. Candidates, owing to the strong psychological connections they establish with their voters, are well-positioned to construct brand equity. The current research examines the options available for political candidates to leverage their brand in order to influence voting intentions.
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