How Political Ideology Impacts Political Brand Image: Analysis of the 2016, 2018, and 2020 Elections

The U.S. presidential elections of 2016 and 2020 have both been characterized as “An Election like No Other” (Goodman 2020; Smith 2016) unparalleled to previous ones. The 2016 election saw an outsider, not an established politician, win the support of a major political party and eventually the presidency. The 2020 election was influenced by a once in a century pandemic that diminished all traditional election issues and greatly affected the nature of campaigning. This research examines whether political ideology played an invariant and stable role in shaping the brand image of the presidential election candidates. Analysis of 2016, 2018, and 2020 data sets identifies ten aspects of political ideology, finds that they are a significant determinant of the brand image of candidates in both elections, and concludes which aspects are stable versus unstable. The findings will help political marketers and researchers to create the strong brand image of political candidates, providing insights into the future U.S. presidential as well as overall election strategies

Buy genuine luxury fashion products or counterfeits

The research examined the effect of three groups of variables on purchase intention of luxury fashion designer brands and their corresponding counterfeits: past behavior (past purchases of counterfeits and originals), attitudes toward buying counterfeits (by economic and hedonic benefits), and individual characteristics (materialism, perception of future social status, and self-image). Data of 324 Korean female students confirmed that the variables were determinants of purchase intention of counterfeits and originals and that purchase intention of counterfeits was positively related to purchase intention of originals whereas purchase intention of originals was negatively related to purchase intention of counterfeits. This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/. 280 Advances in Consumer Research Volume 36, © 2009 Buy Genuine Luxury Fashion Products or Counterfeits? Boonghee Yoo, Hofstra University, USA Seung-Hee Lee, Kent State University, USA 1 1 The authors acknowledge that this research was supported by a summer research grant from the Frank G. Zarb School of Business, Hofstra University. ABSTRACT The research examined the effect of three groups of variables on purchase intention of luxury fashion designer brands and their corresponding counterfeits: past behavior (past purchases of counterfeits and originals), attitudes toward buying counterfeits (by economic and hedonic benefits), and individual characteristics (materialism, perception of future social status, and self-image). Data of 324 Korean female students confirmed that the variables were determinants of purchase intention of counterfeits and originals and that purchase intention of counterfeits was positively related to purchase intention of originals whereas purchase intention of originals was negatively related to purchase intention of counterfeits

Adapting performance and emotional support feedback to cultural differences

This paper investigates adaptation of feedback to learners' cultural backgrounds. First, we investigate how to portray the cultural background of a learner. Second, we present a qualitative focus-group study, investigating how participants from different cultures believe culture affects the kind of feedback given to a learner. Finally, we present an empirical study on how humans adapt feedback based on the cultural background of learners to inspire an algorithm. Our investigations resulted in a set of stories which can be used to reliably portray a person's culture when investigating cultural adaptation in indirect experiments and user as wizard studies. They also provided insights into the adaptations people make to cultural differences

Interactions between Price and Price Deal

The purpose of this study was to examine the interactive effect of price and price deal. Specifically, we want to measure how consumers\u27 behavioral intentions toward the brand are affected for a high-priced brand and a low-priced brand when a price deal is offered

Interactions between Price and Price Deal

The purpose of this study was to examine the interactive effect of price and price deal. Specifically, we want to measure how consumers\u27 behavioral intentions toward the brand are affected for a high-priced brand and a low-priced brand when a price deal is offered