The elicitation capabilities of qualitative projective techniques in political brand image research
Christopher Pich and Guja Armannsdottir
Nottingham Trent University
Dianne Dean
Hull University Business School
Introduction
Political brands can be seen as a trinity of three elements including the party leader, political party and party policy (Davies & Mian 2010; Butler et al. 2011; Smith & French 2011). Existing research has tended to focus on one (Smith & French 2011; Mortimore et al. 2014) or two (Davies & Mian 2010) aspects of the trinity, neglecting the exploration of all three elements of the political brand...