A Review of Political Branding Research

Global Journal of Business and Social Science Review Vol. 4(2) 2016. 22-29

8 Pages Posted: 18 Jul 2017 Last revised: 22 Jul 2017

See all articles by Akhmad Farhan

Akhmad Farhan

National University of Malaysia (UKM)

Azhar Ahmad

National University of Malaysia (UKM)

Date Written: April 2, 2016

Abstract

Objective – This study aims to provide a comprehensive review of the political branding literature, to classify research articles according to their areas, categories and methodologies, and to identify the gaps in the literature for future research.

Methodology/Technique – A range of online databases was searched to provide a comprehensive listing of academic journal articles on political branding. 54 journal articles from 26 refereed journals are classified into five areas; marketing, politics, communication, economic, and linguistic. Those articles are also classified into categories; clarifying concepts, branding, campaign and advertising, voting behavior and others issues.

Findings – The finding shows that research on political branding has increased within the last two years. However, those researches are only conducted in certain countries, mostly in UK and USA. Finally, the finding reveals that there are many existing gaps since a political branding concept is still relatively new.

Novelty – This research has discovered many gaps in the political branding literature which can be used as a basis for future research.

Type of Paper: Literature Review.

Keywords: Political Branding, Marketing, Politics, Journal Articles, Literature Review

JEL Classification: D72, P16, P49

Suggested Citation

Farhan, Akhmad and Ahmad, Azhar, A Review of Political Branding Research (April 2, 2016). Global Journal of Business and Social Science Review Vol. 4(2) 2016. 22-29, Available at SSRN: https://ssrn.com/abstract=3002261

Akhmad Farhan (Contact Author)

National University of Malaysia (UKM) ( email )

43600 Bandar Baru Bangi
Bangi, Selangor 06010
Malaysia

Azhar Ahmad

National University of Malaysia (UKM) ( email )

43600 Bandar Baru Bangi
Bangi, Selangor 06010
Malaysia

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