Jorge David Fernández Gómez, Antonio Pineda, Maria-Teresa Gordillo-Rodriguez
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Celebrities, Advertising Endorsement, and Political Marketing in Spain: The Popular Party’s April 2019 Election Campaign
One of political marketing’s theoretical tenets is the translation of commercial advertising techniques to politics. This paper focuses on celebrity endorsement as a commercial technique which is t...
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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