The creation of identity, in terms of both consumer identity and brand identity, is a core topic
in marketing theory. Based on participant ethnography of Yes Edinburgh North & Leith, part …

Purpose This paper aims to help in the development of a better understanding of key brand-
related terms and discuss the key challenges and trends in brand management …

This study examines the relationship between exposure to political personalized ads on
Facebook and voters' responses toward those ads and studies the mediating role of the use …

Purpose The purpose of this study is to determine the impact of voters' personal and societal
values on presidential candidate brand personality preference. In addition, the research …

This study suggests the association between individual and political figures as a fan–
celebrity relationship and provides a scale of political fandom as a new criterion for public …

Develo** a personal brand in the world of social media is a new trend. Existing literature
examines how professionals, actors, athletes, influencers can utilize social media platforms …

Purpose All presidential and legislative candidates want to be the winner. However, they do
not know the determinants of voters' reasons for making choices. This study aims to …

The field of political marketing has majorly benefited from the use of social media platforms.
This has been true both for eastern and western contexts. The primary areas in political …

This article investigates the outcomes and examines the implications of South Korea's 2022
presidential election on the country's domestic politics and economics, specifically regarding …

Purpose The purpose of this paper is to investigate whether voters consider a candidate's
brand image when evaluating election alternatives. That is, how prominent a role does the …