Make My Brand Great Again: Exploring the Wisdom of Political Brand Personality

This work reports on three studies designed to identify and delineate political brand personality (PBP) traits, assess and apply foundational PBP traits to firms, and empirically investigate how PBP influences consumer decision-making. Results show that people do ascribe distinct political traits to brands and that consumer behavior is significantly impacted.



Citation:

Kirk Damon Aiken, Katie Mercurio, Ajay Sukhdial, and Kyaw Soe (2019) ,"Make My Brand Great Again: Exploring the Wisdom of Political Brand Personality", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 427-428.

Authors

Kirk Damon Aiken, California State University, Chico, USA
Katie Mercurio, University of Oregon, USA
Ajay Sukhdial, Oklahoma State University, USA
Kyaw Soe, California State University, Chico, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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