RT info:eu-repo/semantics/article
T1 Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election
A1 Gutiérrez Rodríguez, Pablo
A1 Villarreal, Ricardo
A1 Cuesta Valiño, Pedro
A1 Blozis, Shelley A.
A2 Comercializacion e Investigacion de Mercados
K1 Economía
K1 Marketing
K1 Política
K1 Candidate
K1 Voting intention
K1 Alternative polling
AB [EN] The current research examines the options available for political candidates to leverage theirbrand in order to influence voting intentions. Candidates, owing to the strong psychologicalconnections 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, theimportance of this dimension may be more significant given that the brand, in this case, is aliving person. This is expressed in the degree of consumer–voter commitment and emotionalinvolvement. A multidimensional construct of brand equity is used to explore the relationshipsbetween its dimensions and voter intentions. The findings suggest a robust correlationbetween candidates’ brand equity and respondents’ future voting intentions. In addition, it isfeasible to ascertain the characteristics of the brand equity of the different candidates and toidentify the dimensions on which to focus efforts to improve brand equity. The current studyenhances the utilization of candidate brand equity assessment as a viable alternative topolling data in practice. Its contribution lies in the potential to effectively manage the variousdimensions of brand equity for the benefit of a candidate.
PB Springer Nature
LK https://hdl.handle.net/10612/21617
UL https://hdl.handle.net/10612/21617
NO 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.
DS BULERIA. Repositorio Institucional de la Universidad de León
RD Jul 12, 2024