Pich, Christopher; Armannsdottir, Guja; Dean, Dianne; … - In: European Journal of Marketing 54 (2019) 1, pp. 190-211
Purpose: There are explicit calls for research devoted to how political actors present their brand to the electorate and how this is interpreted. Responding to this, the purpose of this paper is to build an understanding of how political brand messages and values are received and aligned with...