品牌越轨对政治家品牌共鸣的影响——以陆克文为例

IF 1.9 Q2 POLITICAL SCIENCE Journal of Political Marketing Pub Date : 2020-10-01 DOI:10.1080/15377857.2017.1407386

J. Burgess, W. Spinks, B. Sharma

{"title":"品牌越轨对政治家品牌共鸣的影响——以陆克文为例","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":"{\"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}","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

摘要

本研究将品牌共振和品牌越轨的概念应用于政治领导人的品牌管理，并首次提出了将这两个概念联系起来的框架。定性分析被用于审查前澳大利亚总理陆克文（2007-20102013）的案例，发现陆克文的品牌共鸣因品牌违规而受到损害。具体而言，专题分析和半结构化访谈表明，陆克文支持者的行为忠诚度、社区意识和积极参与度有所下降。本研究为所提出的框架提供了支持，并为该领域的未来研究奠定了基础。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文

微信好友朋友圈 QQ好友复制链接

本刊更多论文

The Effect of a Brand Transgression on a Politician’s Brand Resonance: The Case of Kevin Rudd

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.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Journal of Political Marketing POLITICAL SCIENCE-

CiteScore

4.10

自引率

8.30%

发文量

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.