Journal article
The Effect of a Brand Transgression on a Politician’s Brand Resonance: The Case of Kevin Rudd
Journal of Political Marketing, Vol.19(4), pp.362-385
2020
Abstract
This study applies the concepts of brand resonance and brand transgression to the brand management of a political leader and, for the first time, proposes a framework linking these two concepts. Qualitative analysis was used to examine the case of Kevin Rudd, a former, once popular, Australian Prime Minister (2007-2010, 2013), and found that Rudd's brand resonance was harmed as a result of a brand transgression. Specifically, a thematic analysis and semistructured interviews indicated that Rudd supporters' behavioral loyalty, sense of community, and active engagement declined. This study provides support for the proposed framework and a base for future research in this area.
Details
- Title
- The Effect of a Brand Transgression on a Politician’s Brand Resonance: The Case of Kevin Rudd
- Authors
- Jacqueline Burgess (Author) - University of the Sunshine Coast - Faculty of Arts, Business and LawWendy Spinks (Author) - University of the Sunshine Coast - Faculty of Arts, Business and LawBishnu Sharma (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
- Publication details
- Journal of Political Marketing, Vol.19(4), pp.362-385
- Publisher
- Routledge
- Date published
- 2020
- DOI
- 10.1080/15377857.2017.1407386
- ISSN
- 1537-7857
- Organisation Unit
- School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Engage Research Lab
- Language
- English
- Record Identifier
- 99451081502621
- Output Type
- Journal article
Metrics
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- Web Of Science research areas
- Political Science