‘Political Branding: the Tea Party and its use of participation branding’

Cronshaw, Sue and Busby, Robert ‘Political Branding: the Tea Party and its use of participation branding’. The Journal of Political Marketing, 14 (1-2). pp. 96-110. ISSN 1537-7857 (Print), 1537-7865 (Online)


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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.

Item Type: Article
Additional Information and Comments: This is an Accepted Manuscript of an article published by Taylor & Francis in The Journal of Political Marketing 06/01/2015, available online: http://www.tandfonline.com/doi/full/10.1080/15377857.2014.990850
Keywords: Tea Party Branding
Faculty / Department: Faculty of Arts & Humanities > Media and Communication
Depositing User: Susan Creaney
Date Deposited: 10 Mar 2016 19:33
Last Modified: 20 Sep 2016 13:10
URI: https://hira.hope.ac.uk/id/eprint/812

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