Campaigning by human branding: Associating with American Presidents

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dc.contributor.authorCollins, Neil
dc.date.accessioned2020-09-28T08:42:19Z
dc.date.available2020-09-28T08:42:19Z
dc.date.issued2020-09-08
dc.date.updated2020-09-28T08:22:17Z
dc.description.abstractHuman branding has become an essential issue in political marketing. It is exemplified in the election of American Presidents. This paper examines the American experience to suggest a typology of human branding that may apply in both presidential and other political systems. It examines examples of presidential human brands from George Washington on but, given significant changes to electoral procedures, concentrates on first-time successful presidential candidates since 1901. The fourfold typology offers an interrelated set of ideal types that will augment the analysis of human branding. It is applied to presidents when they take up office rather than after serving. The typology draws on the source of primary brand association and relation to the core political system of each politician.en
dc.description.statusPeer revieweden
dc.description.versionAccepted Versionen
dc.format.mimetypeapplication/pdfen
dc.identifier.citationCollins, N. (2020) 'Campaigning by human branding: Associating with American Presidents', Fudan Journal of the Humanities and Social Sciences. doi: 10.1007/s40647-020-00298-zen
dc.identifier.doi10.1007/s40647-020-00298-zen
dc.identifier.eissn2198-2600
dc.identifier.issn1674-0750
dc.identifier.journaltitleFudan Journal of the Humanities and Social Sciencesen
dc.identifier.urihttps://hdl.handle.net/10468/10590
dc.language.isoenen
dc.rights© 2020, Fudan University. Published by Springer Nature Switzerland AG. This is a post-peer-review, pre-copyedit version of an article published in Fudan Journal of the Humanities and Social Sciences. The final authenticated version is available online at: https://doi.org/10.1007/s40647-020-00298-zen
dc.subjectBranding by associationen
dc.subjectHuman brandingen
dc.subjectPolitical marketingen
dc.subjectTypologyen
dc.subjectUS presidential electionsen
dc.titleCampaigning by human branding: Associating with American Presidentsen
dc.typeArticle (peer-reviewed)en
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