Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election
Abstract The current research examines the options available for political candidates to leverage their brand in order to influence voting intentions. Candidates, owing to the strong psychological connections they establish with their voters, are well-positioned to construct brand equity. Emotions a...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer Nature
2023-06-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-023-01790-z |
| _version_ | 1797806848107085824 |
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| author | Pablo Gutiérrez-Rodríguez Ricardo Villarreal Pedro Cuesta-Valiño Shelley A. Blozis |
| author_facet | Pablo Gutiérrez-Rodríguez Ricardo Villarreal Pedro Cuesta-Valiño Shelley A. Blozis |
| author_sort | Pablo Gutiérrez-Rodríguez |
| collection | DOAJ |
| description | Abstract The current research examines the options available for political candidates to leverage their brand in order to influence voting intentions. Candidates, owing to the strong psychological connections they establish with their voters, are well-positioned to construct brand equity. Emotions are part of any brand–consumer relationship, but in the case of politics, the importance of this dimension may be more significant given that the brand, in this case, is a living person. This is expressed in the degree of consumer–voter commitment and emotional involvement. A multidimensional construct of brand equity is used to explore the relationships between its dimensions and voter intentions. The findings suggest a robust correlation between candidates’ brand equity and respondents’ future voting intentions. In addition, it is feasible to ascertain the characteristics of the brand equity of the different candidates and to identify the dimensions on which to focus efforts to improve brand equity. The current study enhances the utilization of candidate brand equity assessment as a viable alternative to polling data in practice. Its contribution lies in the potential to effectively manage the various dimensions of brand equity for the benefit of a candidate. |
| first_indexed | 2024-03-13T06:13:35Z |
| format | Article |
| id | doaj.art-6ff3e573ab7f458db759d6148f1616bd |
| institution | Directory Open Access Journal |
| issn | 2662-9992 |
| language | English |
| last_indexed | 2024-03-13T06:13:35Z |
| publishDate | 2023-06-01 |
| publisher | Springer Nature |
| record_format | Article |
| series | Humanities & Social Sciences Communications |
| spelling | doaj.art-6ff3e573ab7f458db759d6148f1616bd2023-06-11T11:08:41ZengSpringer NatureHumanities & Social Sciences Communications2662-99922023-06-0110111010.1057/s41599-023-01790-zValuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential electionPablo Gutiérrez-Rodríguez0Ricardo Villarreal1Pedro Cuesta-Valiño2Shelley A. Blozis3Department of Business Administration, Universidad de LeónDepartment of Marketing, School of Management, University of San FranciscoDepartment of Economics and Business Management, Universidad de AlcaláDepartment of Psychology, University of CaliforniaAbstract The current research examines the options available for political candidates to leverage their brand in order to influence voting intentions. Candidates, owing to the strong psychological connections they establish with their voters, are well-positioned to construct brand equity. Emotions are part of any brand–consumer relationship, but in the case of politics, the importance of this dimension may be more significant given that the brand, in this case, is a living person. This is expressed in the degree of consumer–voter commitment and emotional involvement. A multidimensional construct of brand equity is used to explore the relationships between its dimensions and voter intentions. The findings suggest a robust correlation between candidates’ brand equity and respondents’ future voting intentions. In addition, it is feasible to ascertain the characteristics of the brand equity of the different candidates and to identify the dimensions on which to focus efforts to improve brand equity. The current study enhances the utilization of candidate brand equity assessment as a viable alternative to polling data in practice. Its contribution lies in the potential to effectively manage the various dimensions of brand equity for the benefit of a candidate.https://doi.org/10.1057/s41599-023-01790-z |
| spellingShingle | Pablo Gutiérrez-Rodríguez Ricardo Villarreal Pedro Cuesta-Valiño Shelley A. Blozis Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election Humanities & Social Sciences Communications |
| title | Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election |
| title_full | Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election |
| title_fullStr | Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election |
| title_full_unstemmed | Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election |
| title_short | Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election |
| title_sort | valuation of candidate brand equity dimensions and voting intention alternative polling data in the spanish presidential election |
| url | https://doi.org/10.1057/s41599-023-01790-z |
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