Brand Personality in Politics : Scale Development and Validation (Record no. 49437)
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| 000 -LEADER | |
|---|---|
| fixed length control field | nam a22 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20180321184300.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 180321b xxu||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Krishan Gopal, |
| 9 (RLIN) | 30727 |
| 245 ## - TITLE STATEMENT | |
| Title | Brand Personality in Politics : Scale Development and Validation |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 36-51 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | The ever increasing market dynamics and very tough competition has increased the role of brands to a supreme level. Researchers like Plummer (1985) and Aaker (1997) highlighted the critical role of brand personality in building loyalty and competitive advantage. This article focused on whether the concept of branding is applicable to political parties. It highlighted the problems associated with the managerial approach to branding in politics and advocated an alternative form of consumer learning perspective. This approach is used to describe the process and reasons to form brand personalities in politics. Important prior influences on the brand personality were highlighted, that is, events, advertising, endorsers, and prevalent users and their impact upon the learning of voters regarding brand personality of political parties. After conceptualizing political party brand personality, the paper examined whether the available scale of brand personality was suitable in context of Indian politics. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Brands, |
| Uncontrolled term | Brand Personality, |
| Uncontrolled term | Partisanship |
| Uncontrolled term | Politics |
| Uncontrolled term | Political Parties |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Verma, Rajesh |
| 9 (RLIN) | 30728 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 30302 |
| Host Itemnumber | 69799 |
| Main entry heading | GILANI, MEENAKSHI |
| Place, publisher, and date of publication | INDIAN JOURNAL OF MARKETING 2012 NEW DELHI |
| Other item identifier | 5558436 |
| Title | INDIAN JOURNAL OF MARKETING |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 21/03/2018 | Vol 48, No 2/ 5558436Ja3 | 5558436Ja3 | 21/03/2018 | 21/03/2018 |