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Measuring Political Brand Equity In Ireland', Ewan Mcdonald, Roger Sherlock, John Hogan

Articles

This article will apply cognitive mapping techniques to understand the manner in which political brand equity is formed, and how it differs, across 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. Primary data were generated in spring 2012 through the participation of 232 citizens in the political brand elicitation stage and a further 75 citizens were involved in creating cognitive maps of brand equity. From the mapping process, we see that Irish political party brands are plagued by a number …