The effective nature of projective techniques in political brand image research

This study explores the effectiveness of qualitative projective techniques to explore the corporate political brand image of Pakistan Tehreek-I-Insaf party [PTI] from a multiple-stakeholder perspective.


This research explores the efficacy of using qualitative projective techniques to explore the corporate political brand image of Pakistan Tehreek-i-Insaf Party [PTI]. PTI is a Pakistani centrist political party founded in 1996 by former cricketer Imran Khan (Akram & Iqbal, 2020; Chaudhry & Bilal, 2021). The party, whose slogan is justice, humanity, and self-esteem, enjoys appeal among urban voters, youth, and Pakistani diaspora (Ahmad&Sheikh, 2020; Sarwar et al., 2020). PTI achieved a breakthrough in the general elections of 2018 when it emerged as the largest party in the National Assembly and appointed Imran Khan as Prime Minister (Ahmad &...

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