Journal
JOURNAL OF MARKETING RESEARCH
Volume 48, Issue 5, Pages 895-909Publisher
SAGE PUBLICATIONS INC
DOI: 10.1509/jmkr.48.5.895
Keywords
political marketing; effects of appearance; party positioning; visual inferences; political branding
Categories
Ask authors/readers for more resources
Spending on political advertising has grown dramatically in recent years, and political campaigns have increasingly adopted the language and techniques of marketing. As such political marketing efforts proliferate, the factors that drive electoral success warrant greater attention and investigation. The authors employ a combination of laboratory studies and analysis of actual election results to reveal influences of candidate appearance and spending strategies in campaigns. They analyze how personality trait inferences based on candidate appearance interact with political party brand image, advertising spending, and negative advertising. The results indicate that appearance-based inferences about candidates influence election outcomes, but their impact is driven partially by trait associations at the party brand level. This interaction between appearance and party alters the effects of advertising spending, particularly the effects of negative advertising. The findings have implications for the marketing of political candidates in terms of their party's brand image.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available