Political Marketing, Political Branding, Rise of the Brandidates What drives Voters’ Candidate Brand Personality Preference? •Voter Ranking of Brand Personalities ▪Honest ▪Intelligent ▪Reliable ▪Caring ▪Tough ▪Sophisticated ▪Exciting
Independent Variables predicting Brand Personality Attributes (DV) •Political Orientation (Sig. across all Brand Personalities) •Post-Materialism [Societal Values] (Sig. only for Reliable & Caring) •Life Satisfaction (Sig. except for Tough & Exciting) Yoo & Thelen, Marketing/IB, Zarb School of Business
Interesting Finding: Voters perceive their Candidate to be superior to the “Other Candidate” for each Brand Personality