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Political branding: a consumer perspective on Australian Political Parties


Grimmer, M and Grube, D, Political branding: a consumer perspective on Australian Political Parties, Party Politics pp. 1-14. ISSN 1354-0688 (2017) [Refereed Article]

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Copyright The Author(s) 2017

DOI: doi:10.1177/1354068817710585


Why are voters in advanced democracies turning away from established mass parties to take their electoral chances elsewhere? This article draws on concepts from marketing scholarship, specifically branding and brand equity, to apply a ‘consumer’ lens that assesses the major parties in Australia as failing ‘brands’ being left behind by disillusioned voters. An initial sample of 200 voters were asked what words or phrases came to mind when they thought of each of four Australian federal political parties. The strength of associations for each party, elicited from this sample, was then validated on a broader sample of 1015 voters, in addition to whether the association was considered positive, neutral or negative. Data revealed distinct brand associations for each party and the extent of penetration and brand equity across subgroups of voters. We find that Australian mass parties are caught in a downward spiral of negative brand associations and low brand penetration, leading to voter dissatisfaction.

Item Details

Item Type:Refereed Article
Keywords:Australia, mass parties, political branding
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing management (incl. strategy and customer relations)
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Grimmer, M (Professor Martin Grimmer)
UTAS Author:Grube, D (Associate Professor Dennis Grube)
ID Code:116938
Year Published:2017
Web of Science® Times Cited:9
Deposited By:TSBE
Deposited On:2017-05-25
Last Modified:2018-05-22

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