000			nam a22 4500
999			_c49437 _d49437
003			OSt
005			20180321184300.0
008			180321b xxu||||| |||| 00| 0 eng d
100			_aKrishan Gopal, _930727
245			_aBrand Personality in Politics : Scale Development and Validation
300			_a36-51 p.
520			_aThe 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			_aBrands,
653			_aBrand Personality,
653			_aPartisanship
653			_aPolitics
653			_aPolitical Parties
700			_aVerma, Rajesh _930728
773	0		_030302 _969799 _aGILANI, MEENAKSHI _dINDIAN JOURNAL OF MARKETING 2012 NEW DELHI _o5558436 _tINDIAN JOURNAL OF MARKETING
942			_2ddc _cJA-ARTICLE