Exploiting political unrest in marketing: politicizing consumer image during crises

Abstract

The main aim of current research is to shed the light on how political branding is able to formulate a strategic brand marketing during crises. Aspects of political branding included (transparency, communication, responsiveness and resilience). For that sake, quantitative methodology was employed, and a questionnaire was uploaded online to gather primary data from (438) as a simple random sample of customers. SPSS was used to deal with collected data. Results of analysis accepted the main hypothesis as it was seen that F value for the main hypothesis was statistically significant at the 0.05 level. Amongst the chosen variables of study, it was seen that resilience was the most influential as resilience in political branding assumes centrality in the development of strategic brand marketing during crises in the sense of proving that even amidst the crises; political branding has the capacity to uphold positive brand personalities. Scholars find that resilience allow political brands to be quick and accurate in their decision making and manage a crisis situation without compromising core values and principles. Through proving strength, political entities are able to inspire their audience with signs that they are ready to stand the storm that may come their way.