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Exploring political consumerism and the emerging role of political brand personality

Author

Listed:
  • Mercurio, Kathryn R.

    (California State University, Chico, USA)

  • Damon Aiken, K.

    (California State University, Chico, USA)

Abstract

This paper explores how an established practice of political consumerism (ie consumers punishing or rewarding on the basis of politics) influences a new notion of political brand personality (PBP: the perceived political attributes of a brand). Study 1 identifies and delineates PBP traits. Study 2 assesses and applies foundational PBP traits to prominent US firms. Study 3 empirically investigates how PBP influences consumer decision-making across unidentifiable experimental firms. Results show that people do ascribe distinct political traits to brands and that consumer behaviour is significantly affected by PBP. Consumers seek self-congruency in which their political values are in line with the PBP traits projected by the products they purchase. These findings give rise to myriad theoretical and managerial implications.

Suggested Citation

  • Mercurio, Kathryn R. & Damon Aiken, K., 2022. "Exploring political consumerism and the emerging role of political brand personality," Journal of Brand Strategy, Henry Stewart Publications, vol. 11(2), pages 180-195, September.
    • Handle: RePEc:aza:jbs000:y:2022:v:11:i:2:p:180-195
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    More about this item

    Keywords

    political; brand personality; political consumerism; self-congruence; political brand personality;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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