Political Branding: The Tea Party and Its Use of Participation Branding

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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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
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 of acceptance:	6 January 2015
Date of first compliant Open Access:	9 October 2018
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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