Toward a Conceptual Framework of Emotional Relationship Marketing: An Examination of Two UK Political Parties

Dean, Dianne; Croft, Robin; Pich, Christopher

doi:10.1080/15377857.2014.990849

Cited by 16 publications

(9 citation statements)

References 40 publications

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“…Furthermore, projective techniques allowed participants to express personal stories and experiences associated with the PTI brand (Dean et al, 2015). These techniques unveiled underlying reasons for stakeholders' sentiments of resentment towards the brand, as exemplified by a participant’s (B1F2) narrative of unfulfilled healthcare promises during the election campaign (Helkkula & Philstrom, 2010; Noble et al, 2013).…”

Section: Discussionmentioning

confidence: 99%

The effective nature of projective techniques in political brand image research

Khan,

Pich,

Spry

2023

International Journal of Market Research

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This study explores the effectiveness of qualitative projective techniques to explore the corporate political brand image of Pakistan Tehreek-I-Insaf party [PTI] from a multiple-stakeholder perspective. This study addresses core gaps in projective techniques research of eliciting responses from a large cross-section of multiple stakeholders in varied non-western contexts. A qualitative interpretivist approach was adopted. More specifically, expressive projective techniques were embedded within focus group discussions. Nine focus group discussions (comprising 37 participants) were carried out in Karachi and Lahore (Pakistan) from June to November 2020. Each focus group lasted 60 to 90 minutes. A six-phased contextualist thematic analytical approach was employed to interpret the findings generated from the projective techniques and subsequent discussions. Projective techniques were established as an efficient and effective tool for exploring corporate political brand image research in Pakistan. The leadership element of the corporate political brand trinity was revealed to be larger than policies and party and it had both positive associations as well as being perceived as opportunistic. Policies were associated with dissatisfaction and incompetence whereas, the party element of the brand was viewed as ineffective and a subordinate brand. This study addresses explicit calls for further insights and research on the use of projective techniques in dynamic contexts and settings. In addition, this research adds to the limited understanding of the choice of stimuli and appraisal of projective techniques. Finally, this study provides a systematic ten-step guide entitled the projective techniques toolkit which outlines how to successfully conduct research using projective techniques. This research and developed toolkit will benefit practitioners and academics alike.

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Section: Discussionmentioning

confidence: 99%

The effective nature of projective techniques in political brand image research

Khan,

Pich,

Spry

2023

International Journal of Market Research

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“…The same applies to politics; even though politicians may have a long career in policymaking, they can be branded as ordinary, 'inevitably flawed individuals, which gives them an 'authentic' quality contrasted with distant and aloof politicians' (Wood et al 2016, p. 586). Similarly, a good 'brand narrative' (Timm Knudsen and Waade 2010, Dean et al 2015) is crucial for organizations, for instance nation-states, which are branded as being modern, technologically advanced nations, combined with stories of their heroic past and depictions of their unique, 'authentic' national cultures (Aronczyk 2013, Valaskivi 2016.…”

Section: Charismatic Authoritymentioning

confidence: 99%

Authority as Epistemic Capital

Alasuutari¹,

Qadir²

2019

Epistemic Governance

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The article proposes that authority denotes an actor's appeals or other references to objects or facts that she expects others to respect or fear. The paper identifies four types of authority: capacity-based, ontological, moral, and charismatic. That is, authority can be built on the assumption that an actor is capable of accomplishing things; on expertise or respected accounts of reality; on deference to principles; and on extraordinary awe attached to an organization or individual. Such authority can be called epistemic capital. Those who are more successful in piling up epistemic capital behind their projects have more influence on others' conduct.

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“…The literature discussed the emotional branding concept mainly in the area of luxury branding (Yen et al , 2014; Butcher, 2016), political branding (Dean et al , 2015; Serazio, 2017) and destination marketing (Eshuis et al , 2014). There is still a dearth of studies that empirically estimate the effect of this emerging brand-building technique in other areas, especially in promotions conducted by social marketers.…”

Section: Introductionmentioning

confidence: 99%

Examining the effect of emotional branding in building brand equity of social marketing campaigns: a case on Swachh Bharat, India

Manohar¹,

Kumar²,

Saha

et al. 2022

SBR

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Purpose Intervention strategies are designed by policymakers to impact people by effectively changing the environment in which people make decisions. Many government-led agencies and nongovernmental organizations promote behavioral change by adopting social marketing strategies. Social marketing uses the application of commercial ideas to influence the voluntary behavior of individuals. Under these circumstances, this study aims to examine the effect of these emerging brand-building techniques social marketing especially in public campaign. Design/methodology/approach This descriptive study collected opinions related to the constructs from 324 respondents across India. This study used statistical package for the social science and Smart partial leased square software to test the validity of the hypotheses. Findings The results of this study indicate that when the campaigns target the emotional state of the consumer, he or she crosses all boundaries like physical attributes, service parameter or even any form of assessment and provides incremental value to the campaign, thus forming a favorable behavior. Research limitations/implications This study provides insights on how emotional branding can be used for better involvement and relationship building, which leads to long-term engagement with the customers. The marketers can also get facilitated through this study by developing a new perspective of creating their advertisements through emotional branding techniques, especially with a focus on corporate social responsibility in the global environment. Originality/value In recent times, marketers have adopted a new communication strategy to build their brand through promotions that might appeal directly to customer’s emotional state, popularly termed as “emotional branding.” This new communication strategy aims at creating and nurturing a relationship between the consumer and the brand by accumulating memories, emotions, personal narratives and expectations.

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Toward a Conceptual Framework of Emotional Relationship Marketing: An Examination of Two UK Political Parties

Cited by 16 publications

References 40 publications

The effective nature of projective techniques in political brand image research

The effective nature of projective techniques in political brand image research

Authority as Epistemic Capital

Examining the effect of emotional branding in building brand equity of social marketing campaigns: a case on Swachh Bharat, India

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