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Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election

Political Science

Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election

P. Gutiérrez-rodríguez, R. Villarreal, et al.

This research conducted by Pablo Gutiérrez-Rodríguez, Ricardo Villarreal, Pedro Cuesta-Valiño, and Shelley A. Blozis unveils how political candidates can harness their brand equity to sway voting intentions. By examining data from the 2015 Spanish presidential election, it reveals a compelling link between brand equity and voter preferences, offering a fresh perspective on understanding electoral behavior.

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Playback language: English
Abstract
This research explores how political candidates can leverage their brand equity to influence voting intentions. A multidimensional brand equity model is used to analyze the relationships between brand equity dimensions and voter intentions in the context of the 2015 Spanish presidential election. The findings reveal a strong correlation between candidate brand equity and voting intentions, suggesting that candidate brand equity assessment can serve as a valuable alternative to traditional polling data.
Publisher
Humanities and Social Sciences Communications
Published On
Jun 06, 2023
Authors
Pablo Gutiérrez-Rodríguez, Ricardo Villarreal, Pedro Cuesta-Valiño, Shelley A. Blozis
Tags
brand equity
voting intentions
political candidates
Spanish presidential election
polling data

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