The effective nature of projective techniques in political brand image research

IF 2.4 4区 管理学 Q3 BUSINESS International Journal of Market Research Pub Date : 2023-12-14 DOI:10.1177/14707853231220301
Dawood Khan, C. Pich, L. Spry
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Abstract

This study explores the effectiveness of qualitative projective techniques to explore the corporate political brand image of Pakistan Tehreek-I-Insaf party [PTI] from a multiple-stakeholder perspective. This study addresses core gaps in projective techniques research of eliciting responses from a large cross-section of multiple stakeholders in varied non-western contexts. A qualitative interpretivist approach was adopted. More specifically, expressive projective techniques were embedded within focus group discussions. Nine focus group discussions (comprising 37 participants) were carried out in Karachi and Lahore (Pakistan) from June to November 2020. Each focus group lasted 60 to 90 minutes. A six-phased contextualist thematic analytical approach was employed to interpret the findings generated from the projective techniques and subsequent discussions. Projective techniques were established as an efficient and effective tool for exploring corporate political brand image research in Pakistan. The leadership element of the corporate political brand trinity was revealed to be larger than policies and party and it had both positive associations as well as being perceived as opportunistic. Policies were associated with dissatisfaction and incompetence whereas, the party element of the brand was viewed as ineffective and a subordinate brand. This study addresses explicit calls for further insights and research on the use of projective techniques in dynamic contexts and settings. In addition, this research adds to the limited understanding of the choice of stimuli and appraisal of projective techniques. Finally, this study provides a systematic ten-step guide entitled the projective techniques toolkit which outlines how to successfully conduct research using projective techniques. This research and developed toolkit will benefit practitioners and academics alike.
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政治品牌形象研究中投射技术的有效性
本研究从多个利益相关者的角度探讨了定性投射技术在探索巴基斯坦人民党(PTI)企业政治品牌形象方面的有效性。本研究解决了投射技术研究中的核心问题,即在不同的非西方背景下,如何从众多利益相关者那里获得回应。研究采用了定性阐释主义方法。更具体地说,在焦点小组讨论中采用了表现性投射技术。2020 年 6 月至 11 月,在卡拉奇和拉合尔(巴基斯坦)开展了九次焦点小组讨论(37 人参加)。每个焦点小组讨论持续 60 至 90 分钟。采用了六阶段情境主义主题分析方法来解释投射技术和后续讨论得出的结果。投射技术被认为是探索巴基斯坦企业政治品牌形象研究的有效工具。结果显示,企业政治品牌三位一体中的领导力要素大于政策和政党,既有积极的联系,也被视为机会主义。政策与不满和无能相关,而品牌中的政党元素则被视为无效和从属品牌。这项研究明确提出了在动态背景和环境中使用投射技术的进一步见解和研究。此外,本研究还补充了对投射技术的刺激物选择和评价的有限理解。最后,本研究提供了名为 "投射技术工具包 "的十步系统指南,概述了如何成功使用投射技术开展研究。这项研究和开发的工具包将使从业人员和学者受益匪浅。
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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