Publication details
Sebejisté a troufalé, ale ne vzrušující. Osobnost značek českých politických stran v perspektivě prvovoličů
| Title in English | Confident and Daring, but Unexciting: Brand Personality of the Czech Political Parties as Perceived by First-Time Voters. |
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| Authors | |
| Year of publication | 2011 |
| Type | Article in Periodical |
| Magazine / Source | Sociální studia |
| MU Faculty or unit | |
| Citation | |
| Field | Political sciences |
| Keywords | political brand; political parties; political marketing; brand personality |
| Description | The article deals with the concept of political brand, focusing on brand personality. Up until now, the debate in political science has mainly revolved around the issue of the proper conceptualisation and measurement of the phenomenon, with most contributions coming from UK political scientists. Our aim is to discuss the merits and limits of transferring existing conceptual and research tools into the Czech context. The finding is that the commonly used six-dimensional model (Smith 2009) can be employed in the Czech settings as well. However, when it comes to brand personality, none of the established Czech political parties can claim its personality is perceived uniformly across a sample of first-time voters. Agreement about the nature of any given party’s personality is of a somewhat higher level among those who tend to see that party in positive terms. |
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