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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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