Political branding: representativeness of values and perceived partisan polarisation. The case of “La République En Marche” logotype evaluated by its members
Type de matériel :
TexteLangue : français Détails de publication : 2021.
Sujet(s) : Ressources en ligne : Abrégé : This article highlights the absence of academic research on the perceptual analysis of a partisan organization’s logo and the resulting impact on the attitude of its members. While research has focused on this issue for trademarks perception from consumers, very few work exists on political branding. The study of the LREM object carried out in a natural environment among activists therefore appears timely, since this movement has been assimilated to a brand by researchers and practitioners alike.
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This article highlights the absence of academic research on the perceptual analysis of a partisan organization’s logo and the resulting impact on the attitude of its members. While research has focused on this issue for trademarks perception from consumers, very few work exists on political branding. The study of the LREM object carried out in a natural environment among activists therefore appears timely, since this movement has been assimilated to a brand by researchers and practitioners alike.
Réseaux sociaux