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Using Cognitive Mapping Techniques To Measure Longitudinally The Brand Equity Of Irish Political Parties, Ewan Macdonald, Roger Sherlock, John Hogan Dr

Articles

This paper applies cognitive mapping techniques to understand how political brand equity is formed, differs, and changes, across the four largest Irish political parties, between 2013 and 2016. It assesses the fundamental aspects of branding and brand equity in the marketing and political marketing literatures and offers an insight into the Irish political environment. Primary data was generated through the participation of 232 citizens in the brand elicitation stages in 2013 and 2016 and a further 76 and 105 citizens respectively were involved in the construction of the cognitive maps of brand equity. In all, across both time points, 614 …