Using Cognitive Mapping to Longitudinally Measure Political Brand Associations

39 Pages Posted: 5 Sep 2018

See all articles by Ewan MacDonald

Ewan MacDonald

Dublin Institute of Technology - College of Business

Roger Sherlock

Dublin Institute of Technology - College of Business

John Hogan

Dublin Institute of Technology

Date Written: August 26, 2018

Abstract

This paper uses cognitive mapping techniques to understand how political brand equity is formed, and how it differs, and changes, from the perspective of citizens, across the four largest Irish political parties, between 2013 and 2016. The paper assesses the fundamental aspects of branding and brand equity, focusing upon the concept of brand associations and their strength, favourability and uniqueness. The results constitute a first attempt to longitudinally explore changing political brand associations through cognitive mapping techniques, using primary data generated with the participation of hundreds of citizens. Our findings suggest that this approach can contribute to our understanding of how and why political brand associations change over time.

Keywords: cognitive mapping, politics, political associations, Ireland, Irish politics

Suggested Citation

MacDonald, Ewan and Sherlock, Roger and Hogan, John, Using Cognitive Mapping to Longitudinally Measure Political Brand Associations (August 26, 2018). Available at SSRN: https://ssrn.com/abstract=3239160 or http://dx.doi.org/10.2139/ssrn.3239160

Ewan MacDonald

Dublin Institute of Technology - College of Business ( email )

Aungier St
Dublin, 2
Ireland

Roger Sherlock

Dublin Institute of Technology - College of Business ( email )

Aungier St
Dublin, 2
Ireland

John Hogan (Contact Author)

Dublin Institute of Technology ( email )

College of Business
Aungier Street (3-062)
Dublin 2
Ireland

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