Branding of Political Party Workers of Pakistan

ISBN-13: 9783847322245 / Angielski / Miękka / 2011 / 264 str.

Mansoor Ashiq;Farzeen Khan

Opis

The implication of personified branding in order to brand the political workers of the parties can render the fine traces of democratic reform of Pakistan. This research has attempted to check the impact of promotional strategies upon the brand personality of the political party workers. Three hypotheses have been drawn. The first hypothesis verifies the existence of relationship between the promotional strategies exploited in order to build the persona of the political workers as political brands. The second hypothesis confirms the existence of the same relationship in the sole reflection of the opinions of political party workers. The third hypothesis ensures the relationship between promotional strategies and brand personality of political workers. This illustrates the subsistence of strong association between the effective deployment of promotional strategies and brand personality of the political party workers. This research is among the pioneer work being done in Pakistan on the Political Brand Development.

O autorze

Mansoor Mahmood Ashiq is an Assistant Professor of Marketing and Management at IBIT, University of the Punjab, Lahore, Pakistan. He has done MBA in International Business from the City University Business School, London, UK.Farzeen Khan has completed MBIT/M.Phil. from IBIT in Marketing and her research interests are Branding and Advertising.