Teoretická východiska politického brandingu: představení modelu voliče orientovaného na hodnotu značky a jeho metodologické ukotvení


Since the 1960s, voting behaviour in advanced democratic states has undergone substantial changes. From this period, the transformation of social structures, increased education, and the expansion of new technologies in the field of mass media, among other things, are evident. The transformation factors that affect the voter and his choice are sooner or later reflected in new theoretical concepts describing electoral behaviour, whether it was the theory of party identification, voter choice based on issues or rational choice. So far, however, none of the theories have adequately reflected the effect of consumer-style thinking on electoral behaviour. A new trend in political marketing – political branding – aims to correct precisely this deficiency. Due to the fact that the relevant research in the field of political branding and its impact on the voting behaviour of individuals is still in its infancy, we are faced with a lack of robust theoretical foundations. The text thus aims to clarify this situation by gathering and analysing existing branding concepts, pointing to their strengths and weaknesses. Also, it contributes to the theoretical discussion by linking research on political branding to existing theories of voting behaviour, asking whether the related branding concepts are able to explain the voting behaviour of voters as well as whether they are open to further amendments and modifications.

Klíčová slova:
Voting Behaviour; Political Marketing; Political Branding; Theories of Voting Behaviour; Political Brand
Biografie autora

Daniela Vašátková

Univerzita Palackého, Olomouc

Adolphsen, Manuel (2009): „Branding in Election Campaigns. Just a Buzzword or a New Quality of Political Communication?“ Disertační práce, on-line (http://www.lse.ac.uk/media@lse/research/mediaWorkingPapers/MScDissertationSeries/Past/Adolphsen_final.pdf)

Aleksiejevas, Mantas (2012): The Value of Political Brand: Introducing a Measure of Political Brand Equity. University of Amsterdam. MSc. Thesis, University of Amsterdam, on-line (http://arno.uva.nl/cgi/arno/show.cgi?fid=357330 ).

Almohammad, Assad H. 2014. „The Conceptualisation and Operationalisation of Emotion-based Political Brand Equity.“ Journal of Marketing Management 2(2): 165–194.

Bartle, John a Dylan Griffiths (2002): „Social Psychological Economic and Marketing Models of Voting Behaviour Compared.“ In: Nicholas J. O´Shaughnessy a Stephan C. M. Henneberg (eds), The Idea of Political Marketing. London: Preager, 19–38.

Beck, Ulrich (1992): Risk Society. Towards a New modernity. London: Sage.

Blumler, Jay a Dennis Kavanagh (1999): „The Third Age of Political Communication: Influences and Features.“ Political Communication 16(3): 211–213. https://doi.org/10.1080/ 105846099198596

Campbell, Angus, Philip E. Converse, Warren E. Miller a Donald E. Stokes (1960): The American voter. New York: Wiley & Sons.

Coleman John J. (1996): „Party Organizational Strenght and Public Support for Parties.“ American Journal of Political Science 40(3): 806–807.

Costa, Jordana a Anna Corte-Real (2013): „The Impact of Ideology in the Voting Decision Making Process.“ Universidade Catolica Portuguesa, on-line (https://ideas.repec.org/p/cap/mpaper/012013.html)

Dalton, Russel J. a Martin P. Wattenberg (2000): Parties without Partisans. Political Change in Advanced Industrial Democracies. New York: Oxford University Press

Davis, Aeron (2010): Political Communication and Social Theory. New York. Routledge.

de Chernatony, L. (2009): Značka: od vize k vyšším ziskům. Computer Press.

Dostál, V. (2010): „Nerozhodnutých je dosud asi pětina voličů.“ Deník Referendum, 1. 10. 2013, online (http://denikreferendum.cz/clanek/16512-nerozhodnutych-je-dosud-asi-petina-volicu

Downer, Lorann. (2013): „Political branding in Australia. a conceptual model.“ Příspěvek přednesený na 63. výroční konferenci Asociace pro politická studia. Cardiff, březen 2013, on-line (https://www.psa.ac.uk/sites/default/files/2848_633.pdf)

Downs, Anthony (1957): „An Economic Theory of Political Action in a Democracy.“ Journal of Political Economy 65(2): 142–145. https://doi.org/10.1086/257897

Eghbalian, Stefan a Stephan C. M. Henneberg (2002): „Kirchheimer´s Catch-all Party: a reinterpretation in marketing terms.“ In: Nicholas J. O´Shaughnessy a Stephan C. M. Henneberg (eds.), The Idea of Political Marketing. London: Preager, 67–91.

Fawcett, Paul a David Marsh (2011): „Branding, politics and democracy.“ Policy Studies 32(5): 515–530. https://doi.org/10.1080/01442872.2011.586498

French, Alan a Gareth Smith (2010): „Measuring political brand equity: a consumer oriented approach.“ European Journal of Marketing 44(3–4): 460–477. https://doi.org/10.1108/03090561011020534

Harris, Phil, a Andrew Lock (1996): „Political marketing – vive la différence!“ European Journal of Marketing 30 (10–11): 14–24. https://doi.org/10.1108/03090569610149764

Healey, Mathew (2009): Co je branding? Praha: Slovart.

Henneberg, Stephan C. M. (2002): „Understanding Political Marketing.“ In: Nicholas J. O´Shaughnessy a Stephan C. M. Henneberg (eds.), The Idea of Political Marketing. London: Preager, 93–170

Henneberg, Stephan C. M. (2006): „Strategic postures of political marketing: an exploratory operationalization.“ Journal of Public Affairs 6(1): 15–30. https://doi.org/10.1002/pa.39

Hlidacipes.org (2017): „Proč je Babiš tak úspěšný? Tajné triky nejoblíbenějšího politika.“ HlídacíPes, 30. 10. 2017, on-line (http://hlidacipes.org/tajne-triky-nejoblibenejsiho-politika-aneb-proc-je-babis-tak-uspesny/).

Holland, DK. (2006): Branding for Nonprofits. Allworth Press.

Holt, Douglas B. (2006): „Toward a Sociology of Branding.“ Journal of Consumer Culture 6(3), 299–302. https://doi.org/10.1177/1469540506068680

Keller, Kevin L. (2002): „Branding and Brand Equity.” In: Bart Weitz a Robin Wensley (eds.), Handbook of Marketing. London: Sage, 151–178

Keller, Kevin L. (2007): Strategické řízení značky. Praha: Grada.

Kirchheimer, Otto (1966): „The Transformation of Western European Party Systems.“ In: Joseph LaPalombara a Myron Winer (eds), Political Parties and Political Development. Princeton: Princeton University Press, 171–200.

Kornberger Martin (2006): Brand Society: How Brands Transform Management and Lifestyle. Cambridge: Cambridge University Press.

Krouwel, André (2003): „Otto Kirchheimer and the Catch – All Party.“ West European Politics 26(2): 23–40. https://doi.org/10.1080/01402380512331341091

Kudrnáč, Aleš (2015): „Poznají Češi loga politických stran a záleží na tom?“ In: Pat Lyons a Rita Kindlerová (eds.), 47 odstínů české společnosti. Praha: Sociologický ústav AV ČR, 37–42.

Lees-Marshment Jennifer (2001): Political marketing and British political parties: The party's just begun. Manchester: Manchester University Press.

Lidovky.cz (2017): „Sobotka končí v čele ČSSD, nahradí jej Chovanec. Volebním lídrem bude Zaorálek.“ Lidové noviny, 14. 6. 2017, on-line (http://www.lidovky.cz/sobotka-opusti‑funkci‑predsedy‑cssd‑nahradi‑jej‑chovanec‑pet‑/zprávy‑domov.aspx?c=A170614_192635_ln_domov_ELE).

McDonald Evan A. a Roger Sherlock a John Hogan (2014): „Measuring Political Brand Equity in Ireland.“ Irish Political Studies 30(1): 98–120. https://doi.org/10.1080/ 07907184.2014.942644

Nedungadi, Prakash a J. Wesley Hutchinson (1985): „The Prototypicality of Brands: Relationships With Brand Awareness, Preference and Usage.“ Advances in Consumer Research 12: 498–503.

Needham, Catherine (2006): „Brands and political loyalty.” Journal of Brand Management 13(3): 178–187. https://doi.org/10.1057/palgrave.bm.2540260

Newman, Bruce I. (1993): The Marketing of the President: Political Marketing as Campaign Strategy. London: SAGE Publications.

Nielsen, Sigge W. a Martin V. Larsen (2013): „Party brands and voting.“ Electoral Studies 33: 153–65. https://doi.org/10.1016/j.electstud.2013.08.001

Pagano, Sabrina J. a Yuen J. Huo (2007): „The Role of Moral Emotions in Predicting Support for Political Actions in Post-War Iraq.“ Political Psychology 28(2): 227–255. https://doi.org/10.1111/j.1467-9221.2007.00563.x

Peng, Norman a Chris Hackley (2009): „Are voters, consumers? a qualitative exploration of the voter‐consumer analogy in political marketing“ Qualitative Market Research: An International Journal 12(2): 171–186. https://doi.org/10.1108/13522750910948770

Pich, Christopher a Dianne Dean (2015): „Qualitative projective techniques in political brand image research from the perspective of young adults.“ Qualitative Market Research: An International Journal 18(1): 115–144. https://doi.org/10.1108/QMR-12-2012-0058

Scammel Margaret (1999): „Political marketing: lessons for political science.“ Political Studies 47(4): 718–739. https://doi.org/10.1111/1467-9248.00228

Schneider, Helmut (2004): „Branding in Politics – Manifestations, Relevance and Identity-Oriented Management.“ Journal of Political Marketing 3(3): 41–56. https://doi.org/10.1300/ J199v03n03_03

Smith, Gareth (2009): „Conceptualizing and Testing Brand Personality in British Politics.“ Journal of Political Marketing 8(3): 209–232. https://doi.org/10.1080/15377850903044858

Smith, Gareth a Alan French (2009): „The political brand: a consumer perspective.“ Marketing Theory 9(2): 209–226. https://doi.org/10.1177/1470593109103068

Teichert Thorsten A. a Katja Schontag (2010): „Exploring Consumer Knowledge Structures Using Associative Network Analysis.“ Psychology & Marketing 27(4), 369–398. https://doi.org/10.1002/mar.20332

Weber, Christopher R. (2008): The emotional campaign: How emotions influence political behaviour and judgment. Dizertační práce, State University of New York.

Winchester, Tiffany, John Hall a Wayne Binney (2016): „Conceptualising Usage in Voter Behaviour for Political Marketing: An Application of Consumer Behaviour.“ Journal of Political Marketing 15(2-3): 259–284. https://doi.org/10.1080/15377857.2016.1151126



Crossref logo





PDF views


HTML views