Measuring the changes to leader brand associations during the 2010 election campaign

The 2010 UK General Election was unique in that for the first time, televised leaders' debates took place. The impact of these plus paid for advertising and uncontrolled events are considered, and their likely affect on the image of Brown, Cameron, and Clegg, the three main party leaders, discu...

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Main Authors:	Gareth Smith, Alan French
Format:	Default Article
Published:	2011
Subjects:	Other commerce, management, tourism and services not elsewhere classified Brand/image strength Brand/concept mapping Politics General election Business and Management not elsewhere classified
Online Access:	https://hdl.handle.net/2134/14789
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id	rr-article-9500867
record_format	Figshare
spelling	rr-article-95008672011-01-01T00:00:00Z Measuring the changes to leader brand associations during the 2010 election campaign Gareth Smith (3761107) Alan French (1257309) Other commerce, management, tourism and services not elsewhere classified Brand/image strength Brand/concept mapping Politics General election Business and Management not elsewhere classified The 2010 UK General Election was unique in that for the first time, televised leaders' debates took place. The impact of these plus paid for advertising and uncontrolled events are considered, and their likely affect on the image of Brown, Cameron, and Clegg, the three main party leaders, discussed. Then, using a brand-mapping approach, we analyse changes to consumer perceptions of the leader brands from just prior to the first debate through to he election day itself, Thursday 6 May. Specifically, we consider whether, over the campaign, the number of leader associations increases, which policies were ssociated with which leader, and the favourability of the leaders associations. We then use a measure of brand-image strength to chart overall changes to the leaders. Finally, we consider how Brown's image was affected by the so-called Duffy' affair. © 2011 Westburn Publishers Ltd. 2011-01-01T00:00:00Z Text Journal contribution 2134/14789 https://figshare.com/articles/journal_contribution/Measuring_the_changes_to_leader_brand_associations_during_the_2010_election_campaign/9500867 CC BY-NC-ND 4.0
institution	Loughborough University
collection	Figshare
topic	Other commerce, management, tourism and services not elsewhere classified Brand/image strength Brand/concept mapping Politics General election Business and Management not elsewhere classified
spellingShingle	Other commerce, management, tourism and services not elsewhere classified Brand/image strength Brand/concept mapping Politics General election Business and Management not elsewhere classified Gareth Smith Alan French Measuring the changes to leader brand associations during the 2010 election campaign
description	The 2010 UK General Election was unique in that for the first time, televised leaders' debates took place. The impact of these plus paid for advertising and uncontrolled events are considered, and their likely affect on the image of Brown, Cameron, and Clegg, the three main party leaders, discussed. Then, using a brand-mapping approach, we analyse changes to consumer perceptions of the leader brands from just prior to the first debate through to he election day itself, Thursday 6 May. Specifically, we consider whether, over the campaign, the number of leader associations increases, which policies were ssociated with which leader, and the favourability of the leaders associations. We then use a measure of brand-image strength to chart overall changes to the leaders. Finally, we consider how Brown's image was affected by the so-called Duffy' affair. © 2011 Westburn Publishers Ltd.
format	Default Article
author	Gareth Smith Alan French
author_facet	Gareth Smith Alan French
author_sort	Gareth Smith (3761107)
title	Measuring the changes to leader brand associations during the 2010 election campaign
title_short	Measuring the changes to leader brand associations during the 2010 election campaign
title_full	Measuring the changes to leader brand associations during the 2010 election campaign
title_fullStr	Measuring the changes to leader brand associations during the 2010 election campaign
title_full_unstemmed	Measuring the changes to leader brand associations during the 2010 election campaign
title_sort	measuring the changes to leader brand associations during the 2010 election campaign
publishDate	2011
url	https://hdl.handle.net/2134/14789
_version_	1797105098110795776

Measuring the changes to leader brand associations during the 2010 election campaign

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