Party brands and voting
Research output: Contribution to journal › Journal article › Research › peer-review
Standard
Party brands and voting. / Nielsen, Sigge Winther; Larsen, Martin Vinæs.
In: Electoral Studies, Vol. 33, 15, 03.2014, p. 153-65.Research output: Contribution to journal › Journal article › Research › peer-review
Harvard
APA
Vancouver
Author
Bibtex
}
RIS
TY - JOUR
T1 - Party brands and voting
AU - Nielsen, Sigge Winther
AU - Larsen, Martin Vinæs
PY - 2014/3
Y1 - 2014/3
N2 - Some scholars argue that Western societies have seen a decreasing impact of voting behavior based on cleavages and party identifications. Equally, issue ownership voting is seemingly not increasing its relevance by filling this gap. From this departure we seek out an alternative variable by posing the question: Do party brands influence voting behavior? Currently, we do not know because the two research fields of voting behavior and party brands are currently not explicitly linked. Traditionally, the study of voting behavior has gained powerful insights from concepts such as cleavage structure, party identification and issue ownership. On the other hand, the study of political brands has illuminated how people employ brands in their identity construction and how voters use party brands to differentiate between political parties. In this light, the article first distinguishes the brand concept from related heuristics and voting models. Next, the article measures the brand value of Danish parties by utilizing a representative association analysis. Finally, this measure is used to conduct the very first empirical analysis of a party brand's effect on voting behavior. Overall, the primary finding demonstrates that political brand value (PBV) has an effect on voting behavior—also when a number of other relevant explanatory variables are held constant.
AB - Some scholars argue that Western societies have seen a decreasing impact of voting behavior based on cleavages and party identifications. Equally, issue ownership voting is seemingly not increasing its relevance by filling this gap. From this departure we seek out an alternative variable by posing the question: Do party brands influence voting behavior? Currently, we do not know because the two research fields of voting behavior and party brands are currently not explicitly linked. Traditionally, the study of voting behavior has gained powerful insights from concepts such as cleavage structure, party identification and issue ownership. On the other hand, the study of political brands has illuminated how people employ brands in their identity construction and how voters use party brands to differentiate between political parties. In this light, the article first distinguishes the brand concept from related heuristics and voting models. Next, the article measures the brand value of Danish parties by utilizing a representative association analysis. Finally, this measure is used to conduct the very first empirical analysis of a party brand's effect on voting behavior. Overall, the primary finding demonstrates that political brand value (PBV) has an effect on voting behavior—also when a number of other relevant explanatory variables are held constant.
KW - Faculty of Social Sciences
KW - Political brands
KW - Political marketing
KW - Voting behavior
KW - Heuristics
KW - Association analysis
U2 - 10.1016/j.electstud.2013.08.001
DO - 10.1016/j.electstud.2013.08.001
M3 - Journal article
VL - 33
SP - 153
EP - 165
JO - Electoral Studies
JF - Electoral Studies
SN - 0261-3794
M1 - 15
ER -
ID: 50333665