How crucial are immaterial cues (such as emotions) as compared to the material cues (such as rallies) for a political brand?

06 September 2017 1 9K Report

Politics, nowadays, is as much marked by the prevalence of immaterial cues or intangibles as trust, belief, and emotions as it is of the material or tangible ones such as rallies, buttons, billboards. Question is, how effective are immaterial cues as compared to the material ones as far as the efficacy of political branding is concerned?

Samuel Kristal

Cwalina, Wojciech, and Andrzej Falkowski. "Political branding: Political candidates positioning based on inter-object associative affinity index." Journal of Political Marketing 14.1-2 (2015): 152-174.

Adolphsen, Manuel. "Branding in election campaigns: Just a buzzword or a new quality of political communication." Politische Kommunikation Heute—Beiträge Des 5. Düsseldorfer Forums Politische Kommunikation (2010): 29-46.

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