The elicitation capabilities of qualitative projective techniques in political brand image research

There is a paucity of research that outlines how to understand the image of political brands. Responding to this identified gap in the literature, this research seeks to demonstrate the elicitation capabilities of qualitative projective techniques to explore the political brand image of the UK Conservative Party.

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...

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