Political branding: Political candidates positioning based on inter-object associative affinity index

Wojciech Cwalina , Andrzej Falkowski


The article presents the conception of positioning politicians, based on a three-stage approach to political branding. The main assumption is that a political brand – and politician’s image as its crucial component – is conceptualized as consisting of a node in memory to which a variety of associations are linked. These associations, positive, negative, or neutral must be shared with other rival candidates as well as with an prototypical ideal candidate – understood as a model and standard of comparison while developing detailed marketing strategies. One of the most valuable method, that has been used to measure these associations is associative overlap technique developed by Szalay. This measure is based on free verbal associations and it expresses the degree of similarity between objects (words, persons, groups) based on the number of similar responses (associations) they elicit in common. The first stage of branding, candidates’ positioning in various segments of voters, focuses on such affinity between politicians and is based on multidimensional scaling techniques. At the second stage mutual relationships between particular elements (positive and negative; common and distinctive), of which a politician’s image consists, are defined. The third level of political branding links the results of positioning to voters’ decisions. This framework of branding political candidates is presented on the basis of empirical research focused on Polish presidential candidates’ perception and evaluation in the 2005 presidential election. The results of the performed research show that it is not only the strengthening of politicians’ positive features but also neutralizing the negative ones that contributes to his higher expected quality.
Author Wojciech Cwalina (Wydział Psychologii)
Wojciech Cwalina,,
- Wydział Psychologii
, Andrzej Falkowski (Wydział Psychologii)
Andrzej Falkowski,,
- Wydział Psychologii
Issue year2015
Publication size in sheets1.1
Keywords in Englishassociative affinity index, candidate positioning, image, multidimensional scaling, voter segmentation
URL http://www.tandfonline.com/doi/full/10.1080/15377857.2014.990842#abstract
Languageen angielski
Cwalina-Falkowski-political-branding-JPM-2015-strony.pdf of 14-09-2015
37.69 KB
2015-Political-Branding-full-text.pdf of 14-09-2015
285.14 KB
Score (nominal)5
Citation count*62 (2021-04-09)
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Dorobek Naukowy - Preview URLhttp://dn.swps.edu.pl/Podglad.aspx?WpisID=17533
Dorobek Naukowy - Approve URLhttp://dn.swps.edu.pl/Biuro/ZatwierdzanieWpisu.aspx?WpisID=17533
Dorobek Naukowy - Preview URLhttp://dn.swps.edu.pl/Podglad.aspx?WpisID=17742
Dorobek Naukowy - Approve URLhttp://dn.swps.edu.pl/Biuro/ZatwierdzanieWpisu.aspx?WpisID=17742
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.
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