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Measuring Political Brand Equity In Ireland, Ewan Alexander Mcdonald, Roger Sherlock, John Hogan Dr
Measuring Political Brand Equity In Ireland, Ewan Alexander Mcdonald, Roger Sherlock, John Hogan Dr
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Measuring Political Brand Equity in the Republic of Ireland
This paper will apply cognitive mapping techniques to understand the manner in which political brand equity is formed and distributed amongst the four largest Irish political parties from the perspective of citizens. It assesses the fundamental aspects of branding and brand equity in the marketing and political marketing literatures and offers and overview of the market in question – the Irish political environment. Primary data was generated through the participation of 232 citizens in the political brand elicitation stage and a further 75 citizens were involved in the construction of the …