Exploring the application of personal brands and opinion leadership in political marketing

Neale, Larry, Hughes, Andrew, & Dann, Stephen M. (2008) Exploring the application of personal brands and opinion leadership in political marketing. In ANZMAC 2008, 1-3 December 2008, University of Western Sydney, Sydney.

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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.

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ID Code: 20479
Item Type: Conference Paper
Refereed: No
Additional URLs:
Keywords: Personal brands, Political marketing, Opinion leadership
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2008 [please consult the authors]
Deposited On: 02 Jun 2009 03:58
Last Modified: 29 Feb 2012 13:45

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