Applying branding theory to political marketing : a pilot study : a thesis presented in partial fulfilment of the requirements for the degree of Master of Communications in Marketing Communication at Massey University, Palmerston North, New Zealand

Simple item page
dc.contributor.authorKooyman, Caitlin
dc.date.accessioned2019-02-18T20:39:24Z
dc.date.available2019-02-18T20:39:24Z
dc.date.issued2018
dc.description.abstractRecent developments in the research field of political marketing highlights the growing importance and application of branding to politics. However, despite recent advancements in the research field of customer-based brand equity, the methods used to evaluate brand image and performance remain simplistic and provide little insight into strengths and weaknesses of a political brand. This study pilots Romaniuk’s ‘Mental Market Share’ brand equity measure, as an alternative method to measuring political brand equity (2013). Specifically, the measure is used to analyse the data collected from primary research conducted on the brand image of New Zealand political parties, and secondary research published by CNN and ORC International on the 2016 presidential primary candidates for the Democratic and Republican parties. Participants of both studies indicated the parties or candidate that they perceive as performing well, or having strong policies, on a set list of political issues. The results show a high correlation between the mental market share of a political brand and election results; this suggests that the more salient a political party or candidate is the more support or votes they will receive. However, in the context of the New Zealand and United States political systems, the method was unable to predict election outcomes. Therefore, mental market share predicts the popularity, or popular vote, of a political brand. Future research should develop the methodological design of mental market share to account for the unique structure of a country or electorate’s political system.en_US
dc.identifier.urihttp://hdl.handle.net/10179/14275
dc.language.isoenen_US
dc.publisherMassey Universityen_US
dc.rightsThe Authoren_US
dc.subjectMarketing|xPolitical aspects|zNew Zealanden_US
dc.subjectMarketing|xPolitical aspects|zUnited Statesen_US
dc.subjectBranding (Marketing)en_US
dc.titleApplying branding theory to political marketing : a pilot study : a thesis presented in partial fulfilment of the requirements for the degree of Master of Communications in Marketing Communication at Massey University, Palmerston North, New Zealanden_US
dc.typeThesisen_US
massey.contributor.authorKooyman, Caitlin
thesis.degree.disciplineMarketing Communicationen_US
thesis.degree.levelMastersen_US
thesis.degree.nameMaster of Communications (MC)en_US
Files
Original bundle
Now showing 1 - 2 of 2
Thumbnail Image
Name:
01_front.pdf
Size:
176.34 KB
Format:
Adobe Portable Document Format
Description:
Download
Thumbnail Image
Name:
02_whole.pdf
Size:
6.23 MB
Format:
Adobe Portable Document Format
Description:
Download
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
license.txt
Size:
3.32 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
Theses and Dissertations