{"title":"The Effect of a Brand Transgression on a Politician’s Brand Resonance: The Case of Kevin Rudd","authors":"J. Burgess, W. Spinks, B. Sharma","doi":"10.1080/15377857.2017.1407386","DOIUrl":null,"url":null,"abstract":"This study applies the concepts of brand resonance and brand transgression to the brand management of a political leader and, for the first time, proposes a framework linking these two concepts. Qualitative analysis was used to examine the case of Kevin Rudd, a former, once popular, Australian Prime Minister (2007–2010, 2013), and found that Rudd’s brand resonance was harmed as a result of a brand transgression. Specifically, a thematic analysis and semistructured interviews indicated that Rudd supporters’ behavioral loyalty, sense of community, and active engagement declined. This study provides support for the proposed framework and a base for future research in this area.","PeriodicalId":46259,"journal":{"name":"Journal of Political Marketing","volume":"19 1","pages":"362 - 385"},"PeriodicalIF":1.9000,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15377857.2017.1407386","citationCount":"8","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Political Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15377857.2017.1407386","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"POLITICAL SCIENCE","Score":null,"Total":0}
引用次数: 8
Abstract
This study applies the concepts of brand resonance and brand transgression to the brand management of a political leader and, for the first time, proposes a framework linking these two concepts. Qualitative analysis was used to examine the case of Kevin Rudd, a former, once popular, Australian Prime Minister (2007–2010, 2013), and found that Rudd’s brand resonance was harmed as a result of a brand transgression. Specifically, a thematic analysis and semistructured interviews indicated that Rudd supporters’ behavioral loyalty, sense of community, and active engagement declined. This study provides support for the proposed framework and a base for future research in this area.
期刊介绍：
The Journal of Political Marketing aims to be the leading scholarly journal examining the latest developments in the application of marketing methods to politics. As the political world becomes more complex and interwoven, it is imperative for all interested parties to stay abreast of “cutting edge” tools that are used in unique and different ways in countries around the world. The journal goes beyond the application of advertising to politics to study various strategic marketing tools such as: Voter segmentation Candidate positioning Use of multivariate statistical modeling to better understand the thinking and choices made by voters.
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