Srovnání osobností politických značek ČSSD, ODS a lídrů těchto stran

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Title in English	Comparison of the Political Brand Personalities of the Czech Social Democratic Party, the Civic Democratic Party and Their Leaders
Authors	ŽIŽLAVSKÝ Michal EIBL Otto
Year of publication	2011
Type	Article in Periodical
Magazine / Source	Sociální studia
MU Faculty or unit	Faculty of Social Studies
Citation
Field	Political sciences
Keywords	political marketing; branding; brand; brand personality; leader; ODS; ČSSD
Description	Branding has recently become one of the most popular tools used by political marketers. In addition to its practical use, the branding approach to political marketing also offers new possibilities to political scientists researching how political brands are perceived by voters. One such tool is the concept of brand personality. This paper uses the brand personality concept to compare the brand personalities of the two main Czech political parties – the Czech Social Democratic Party and the Civic Democratic Party – and their leaders. To do so, it uses Jennifer Aaker’s five-dimensional brand personality scale modified to for use on political brands and within the Czech political environment.
Related projects:	Political Parties and The Representation of Interests in Contemporary European Democracies