Investigating political brand reputation with qualitative projective techniques from the perspective of young adults

Pich, C ORCID: https://orcid.org/0000-0003-1259-2827, Armannsdottir, G ORCID: https://orcid.org/0000-0001-5458-8434 and Spry, L ORCID: https://orcid.org/0000-0002-1473-1205, 2018. Investigating political brand reputation with qualitative projective techniques from the perspective of young adults. International Journal of Market Research. ISSN 1470-7853

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Abstract

Capturing and understanding the images and reputations external stakeholders assign to brands can be confusing and challenging. This is reinforced by explicit calls for more pragmatic tools and methods to comprehend the external orientation of brands. We respond by investigating the applicability of qualitative projective techniques in exploration of the external current image and long-term reputation of the UK Conservative Party corporate brand from the perspective of young voters aged 18-24 years. This is achieved by comparing and contrasting the external brand images prior the 2015 UK General Election with the findings collected before the 2010 UK General Election. We demonstrate that qualitative projective techniques are useful applications to capture, deconstruct and understand current image and long-term reputation of political brands. Organisations including those beyond the political context will be able to use this paper as a guide to generate a deeper understanding of their brands image and consistency of their reputation.

Item Type:	Journal article
Publication Title:	International Journal of Market Research
Creators:	Pich, C., Armannsdottir, G. and Spry, L.
Publisher:	SAGE
Date:	12 January 2018
ISSN:	1470-7853
Identifiers:	Number Type 10.1177/1470785317750817 DOI
Divisions:	Schools > Nottingham Business School
Record created by:	Jill Tomkinson
Date Added:	23 Feb 2018 15:01
Last Modified:	12 Jul 2019 03:00
URI:	https://irep.ntu.ac.uk/id/eprint/32791

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