No Brand No Party
(2018) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20182Department of Business Administration
- Abstract
- Purpose: Analyzing the outcomes of the Swedish Elections held in September 2018, in order to understand the brand building process in the political context and to find those factors able to shape the success of a party.
Methodology: Literature review, case study, questionnaire
Findings: The respondents display a high level of trust for their favorite political parties, but lower levels of involvement and especially loyalty. We believe that this is an important finding since loyalty is the main key in reaching strong partisan brand equity.
Original/value: The paper is first of its kind to combine a consumer-oriented branding approach in regard to the 2018 Swedish elections.
Limitations: The survey shows that... (More) - Purpose: Analyzing the outcomes of the Swedish Elections held in September 2018, in order to understand the brand building process in the political context and to find those factors able to shape the success of a party.
Methodology: Literature review, case study, questionnaire
Findings: The respondents display a high level of trust for their favorite political parties, but lower levels of involvement and especially loyalty. We believe that this is an important finding since loyalty is the main key in reaching strong partisan brand equity.
Original/value: The paper is first of its kind to combine a consumer-oriented branding approach in regard to the 2018 Swedish elections.
Limitations: The survey shows that more than 60 percent of our respondents are supporting the right block, while less than half of Swedish citizens actually voted for them in the election. Therefore our results are slightly biased to the right of the political map. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8963635
- author
- La Rocca, Davide LU ; Nylén, Tove LU and Zethzon, Ebba LU
- supervisor
-
- Frans Melin LU
- organization
- course
- BUSN21 20182
- year
- 2018
- type
- L3 - Miscellaneous, Projetcs etc.
- subject
- keywords
- brand equity, involvement, trust, loyalty, heritage, politics, SD, brand image
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 8963635
- date added to LUP
- 2018-11-30 11:33:22
- date last changed
- 2018-11-30 11:33:22
@misc{8963635,
abstract = {{Purpose: Analyzing the outcomes of the Swedish Elections held in September 2018, in order to understand the brand building process in the political context and to find those factors able to shape the success of a party.
Methodology: Literature review, case study, questionnaire
Findings: The respondents display a high level of trust for their favorite political parties, but lower levels of involvement and especially loyalty. We believe that this is an important finding since loyalty is the main key in reaching strong partisan brand equity.
Original/value: The paper is first of its kind to combine a consumer-oriented branding approach in regard to the 2018 Swedish elections.
Limitations: The survey shows that more than 60 percent of our respondents are supporting the right block, while less than half of Swedish citizens actually voted for them in the election. Therefore our results are slightly biased to the right of the political map.}},
author = {{La Rocca, Davide and Nylén, Tove and Zethzon, Ebba}},
language = {{eng}},
note = {{Student Paper}},
series = {{LBMG Strategic Brand Management - Masters Paper Series}},
title = {{No Brand No Party}},
year = {{2018}},
}