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Busby, R and Cronshaw, S (2015) Political Branding: The Tea Party and Its Use of Participation Branding. Journal of Political Marketing, 14 (1-2). pp. 96-110. ISSN 1537-7857
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Political Branding The Tea Party and Its Use of Participation Branding.pdf - Accepted Version Download (387kB) | Preview |
Abstract
The emergence of the Tea Party movement in 2009 witnessed the surfacing of a populist, anti-Obama libertarian mobilization within the United States. The Tea Party, a movement that brought together a number of disparate groups—some new, some established—utilized participation branding where the consumer attributed the movement its own identity and brand. Its consumer-facing approach, lack of one single leader, and lack of a detailed party platform, in combination with its impact on the 2010 election races in America, earmarks it as a contemporary and unconventional brand phenomenon worthy of investigation. Copyright © Taylor & Francis Group, LLC.
| Item Type: | Article |
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| Additional Information: | This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Political Marketing on 19th March 2015, available online: http://www.tandfonline.com/10.1080/15377857.2014.990850 |
| Uncontrolled Keywords: | 1505 Marketing, 1606 Political Science |
| Subjects: | J Political Science > JA Political science (General) J Political Science > JK Political institutions (United States) |
| Divisions: | Liverpool Business School |
| Publisher: | Taylor & Francis |
| Date Deposited: | 09 Oct 2018 10:24 |
| Last Modified: | 04 Sep 2021 10:02 |
| DOI or ID number: | 10.1080/15377857.2014.990850 |
| URI: | https://researchonline.ljmu.ac.uk/id/eprint/9442 |
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