Conceptualizing and testing brand personality in British politics

Abstract

This paper considers whether branding is an appropriate concept to be applied (and thus researched) in politics. It identifies the problems entailed in a managerial approach to branding in politics and forwards a consumer learning perspective as an alternative. The latter approach is then used to explain how and why brand personality forms in politics. Next, a conceptual model of party political personality (PPP) formation is developed. Key antecedent influences on political personality are discussed (namely, politicians, political parties, events, advertising, current users, and endorsers of the brand) and their likely effect on consumer learning of PPP developed. Having conceptualized PPP, the paper then focuses on whether the currently available brand personality scale is appropriate in the context of British politics. Empirical research reveals that a different personality structure operates in the context of British political parties than for brands generally. Using this modified measure, the effect of partisanship reveals a difference between high and low levels of allegiance and perceived PPP. The research also identifies unexpected differences between the personality profiles of the government and the main opposition party. The differences between politics and commercial markets are then used to help interpret the findings. The paper concludes by identifying its limitations and the main opportunities for future research in the area.