Exploring the application of personal brands and opinion leadership in political marketing
Hughes, Andrew, Dann, Stephen, & Neale, Larry (2008) Exploring the application of personal brands and opinion leadership in political marketing. In Denize, S, Sharma, N, & Spanjaard, D (Eds.) Proceedings of Australia and New Zealand Marketing Academy Conference 2008, Marketing: Shifting Focus from the Mainstream to Offbeat. Promaco Conventions Pty Ltd, Australia, pp. 1-8.
|
Accepted Version
(PDF 3MB)
c20479.pdf. |
Description
Personal brands have received relatively limited academic treatment despite a commercial sector interest in the technique in the last few decades. As a relatively new academic phenomenon, much of the marketing research in the field is dedicated to the isolation of the personal brand construct from the interconnected areas of opinion leadership, celebrity endorsement and inanimate objects brand theory. This paper explores how personal brands are related to opinion leadership theory, and the growth of personal brands in political marketing.
Impact and interest:
Citation counts are sourced monthly from Scopus and Web of Science® citation databases.
These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.
Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.
Full-text downloads:
Full-text downloads displays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.
| ID Code: | 214500 | ||
|---|---|---|---|
| Item Type: | Chapter in Book, Report or Conference volume (Conference contribution) | ||
| ORCID iD: |
|
||
| Measurements or Duration: | 8 pages | ||
| Event Title: | Australian and New Zealand Marketing Academy Conference | ||
| Event Dates: | 2008-12-01 - 2008-12-03 | ||
| Event Location: | Australia | ||
| Keywords: | Opinion Leadership, Personal Brands, Political Marketing | ||
| ISBN: | 186308 144 5 | ||
| Pure ID: | 33558270 | ||
| Divisions: | Past > QUT Faculties & Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations |
||
| Copyright Owner: | Copyright 2008 [please consult the authors] | ||
| Copyright Statement: | This work is covered by copyright. Unless the document is being made available under a Creative Commons Licence, you must assume that re-use is limited to personal use and that permission from the copyright owner must be obtained for all other uses. If the document is available under a Creative Commons License (or other specified license) then refer to the Licence for details of permitted re-use. It is a condition of access that users recognise and abide by the legal requirements associated with these rights. If you believe that this work infringes copyright please provide details by email to qut.copyright@qut.edu.au | ||
| Deposited On: | 06 Nov 2021 08:07 | ||
| Last Modified: | 02 Nov 2025 05:15 |
Export: EndNote | Dublin Core | BibTeX
Repository Staff Only: item control page