Compartir
Título
Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election
Autor
Facultad/Centro
Área de conocimiento
Título de la revista
Humanities and Social Sciences Communications
Número de la revista
1
Datos de la obra
Gutiérrez-Rodríguez, P., Villarreal, R., Cuesta-Valiño, P., y Blozis, S. A. (2023). Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election. Humanities and Social Sciences Communications 2023 10:1, 10(1), 1–10. https://doi.org/10.1057/s41599-023-01790-z.
Editor
Springer Nature
Fecha
2023
Abstract
[EN] The current research examines the options available for political candidates to leverage their
brand in order to influence voting intentions. Candidates, owing to the strong psychological
connections they establish with their voters, are well-positioned to construct brand equity.
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. This is expressed in the degree of consumer–voter commitment and emotional
involvement. A multidimensional construct of brand equity is used to explore the relationships
between its dimensions and voter intentions. The findings suggest a robust correlation
between candidates’ brand equity and respondents’ future voting intentions. 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 current study
enhances the utilization of candidate brand equity assessment as a viable alternative to
polling data in practice. Its contribution lies in the potential to effectively manage the various
dimensions of brand equity for the benefit of a candidate.
Materia
Palabras clave
Peer review
SI
URI
DOI
Versión del editor
Collections
- Untitled [5577]
Files in this item
Tamaño:
634.5
xmlui.dri2xhtml.METS-1.0.size-kilobytes
Formato:
Adobe PDF