nach oben

Erschienen in:

2022 | OriginalPaper | Buchkapitel

8. How Trust Wins Against Criticism: Promise Concept as a Political Branding Tool. Lessons from Polish Politics

verfasst von : Wojciech Cwalina, Milena Drzewiecka

Erschienen in: Political Branding in Turbulent times

Verlag: Springer International Publishing

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

Political parties are in the business of selling hope to voters. In the post-truth era “selling” this hope seems to be easier for populists and right-oriented parties. While progressives appear to be struggling to communicate with voters in times of political instability, the political party Polish Law and Justice is winning election after election and has managed to build stable relations with their voters. We argue that an integral component of building such stable relationships is the concept of brand promise: giving, fulfilling and enabling promises. Through an experimental study, we examine voters’ responses to the Polish ruling party and we present thus a psychological perspective on branding. We also explain why the opposition’s critiques of the government might have a boomerang effect and harm the opposition themselves, rather than the government. The chapter ends with a set of implications and recommendations for practitioners.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Vorheriges Kapitel Movement Parties as Brand Platforms: The Case of the 5 Star Movement

Nächstes Kapitel The Ethical Challenges at the Heart of Political Branding

PiS won parliamentary election with 43.59% support. Its biggest rival Civic Coalition gained 27.40%.

PiS candidate, Andrzej Duda won the second round of presidential election with 51.03% support.

In Poland pensioners get their pension every month, what makes 12 pensions per year. PiS first proposed 13th pension (in amount of around 250 Euro gross in 2020), and then 14th pension, with a promise, pensioners would have more money this way. It is worth to mention, PiS is the most popular political brand among voters over 60.

https://www.youtube.com/watch?v=GwWeS3NW0sM.

https://www.cbos.pl/SPISKOM.POL/2018/K_063_18.PDF.

https://cbos.pl/SPISKOM.POL/2019/K_018_19.PDF.

The reforms of the biggest relevance include: child benefit (“500 plus” starting from the second child), single pension supplement, changes in civil service (nominations instead of competition for higher posts), 7 years as entrance age for primary school, changes in judicial system (e.g. combination of the offices of Minister of Justice and Prosecutor General into one) or media bill (e.g. enabling the government to appoint the heads of public TV and radio).

Aaker, D. A. (1991). Managing brand equity. Free Press.

Anker, T. B., Kappel, K., Eadie, D., & Sandøe, P. (2012). Fuzzy promises: Explicative definitions of brand promise delivery. Marketing Theory, 12(3), 267–287.CrossRef

Aragonés, E., Palfrey, T., & Postlewaite, A. (2007). Political reputations and campaign promises. Journal of the European Economic Association, 5(5), 846–884.CrossRef

Brodie, R. J., Glynn, M. S., & Little, V. (2006). The service brand and the service-dominant logic: Missing fundamental premise or the need for stronger theory? Marketing Theory, 6(3), 363–379.CrossRef

Crête, J., & Diallo, N. (2009). Do parties matter? A qualitative answer with numbers. In L. M. Imbeau (Ed.), Do they walk like they talk? Speech and action in policy processes (pp. 207–221). Springer.CrossRef

Cwalina, W., & Drzewiecka, M. (2019). Poland. In O. Eibl & M. Gregor (Eds.), Thirty years of political campaigning in Central and Eastern Europe (pp. 131–148). Palgrave Macmillan.CrossRef

Cwalina, W., Falkowski, A., & Newman, B. I. (2011). Political marketing: Theoretical and strategic foundations. M. E. Sharpe.

Dalton, R. J., & Wattenberg, M. P. (Eds.). (2000). Parties without partisans: Political change in advanced industrial democracies. Oxford University Press.

Downer, L. (2016). Political branding strategies: Campaigning and governing in Australian politics. Palgrave Macmillan.CrossRef

Drzewiecka, M., & Cwalina, W. (2020). “The late leader”: Influence of political leader’s death on their evaluation. Journal of Political Marketing. https://doi.org/10.1080/15377857.2020.1724410CrossRef

Fournier, S. (2009). Lessons learned about consumers’ relationships with their brands. In D. J. MacInnis, C. W. Park, & J. R. Priester (Eds.), Handbook of brand relationship (pp. 5–23). M. E. Sharpe.

Gibson, R., & Römmele, A. (2001). Changing campaign communications: A party-centered theory of professionalized campaigning. Harvard International Journal of Press/politics, 6(4), 31–43.CrossRef

Groenendyk, E. (2018). Competing motives in a polarized electorate: Political responsiveness, identity defensiveness, and the rise of partisan antipathy. Advances in Political Psychology, 39(Supp. 1), 159–171.CrossRef

Leeper, T. J., & Slothuus, R. (2014). Political parties, motivated reasoning, and public opinion formation. Advances in Political Psychology, 39(Supp. 1), 129–156.CrossRef

Grönroos, C. (1996). Relationship marketing logic. Asia-Australia Marketing Journal, 4(1), 7–18.CrossRef

Harris, P., & Lock, A. (2001). Establishing the Charles Kennedy brand: A strategy for an election the result of which is a foregone conclusion. Journal of Marketing Management, 17(9/10), 943–956.CrossRef

Katz, R. S., & Mair, P. (2009). The cartel party thesis: A restatement. Perspectives on Politics, 7(4), 753–766.CrossRef

Keller, K. L. (2011). Strategic Brand Management: Building, measuring, and managing brand equity (4th ed.). Pearson Prentice Hall.

Kirchheimer, O. (1966). The transformation of the Western European party system. In J. LaPalombara & M. Weiner (Eds.), Political parties and political development (pp. 177–200). Princeton University Press.CrossRef

Lakoff, G. (2006). Thinking points: Communicating our American values and vision. Farrar, Straus and Giroux.

Lovelock, C., & Wirtz, J. (2007). Service marketing: People, technology, strategy (6th ed.). Pearson Prentice Hall.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.CrossRef

Newman, B. I. (1994). The marketing of the president: Political marketing as campaign strategy. Sage Publications.

Newman, B. I., & Newman, T. P. (2017). Brand. Kendall Hunt Publishing.

OSCE (2020) Poland, Presidential Election, 28 June 2020: Statement of preliminary findings and conclusions. https://www.osce.org/files/f/documents/4/9/455728.pdf.

Parker, S. L., & Parker, G. R. (1993). Why we trust our congressman? Journal of Politics, 55(2), 442–453.CrossRef

Pétry, F., & Collette, B. (2009). Measuring how political parties keep their promises: A positive perspective from political science. In L. M. Imbeau (Ed.), Do they walk like they talk? Speech and action in policy processes (pp. 65–80). Springer.CrossRef

Schneider, H., & Ferié, F. (2015). How to manage a party brand: Empirical perspectives on electoral probability and internal conflict. Journal of Political Marketing, 14(1–2), 64–95.CrossRef

Schoultz, L. (1978). Political normlessness in comparative perspective. Journal of Politics, 40(1), 82–111.CrossRef

Seltzer, T., & Zhang, W. (2011a). Toward a model of political organization-public relationships: Antecedent and cultivation strategy influence on citizens’ relationship with political parties. Journal of Public Relations Research, 23(1), 24–45.

Seltzer, T., & Zhang, W. (2011b). Debating healthcare reform: How political parties’ issue-specific communication influences citizens’ perceptions of organization-public relationships. Journalism & Mass Communication Quarterly, 88(4), 753–770.CrossRef

Smith, G. (2009). Conceptualizing and testing brand personality in British politics. Journal of Political Marketing, 8(3), 209–232.CrossRef

Smith, G., & French, A. (2009). The political brand: A consumer perspective. Marketing Theory, 9(2), 209–226.CrossRef

Titel: How Trust Wins Against Criticism: Promise Concept as a Political Branding Tool. Lessons from Polish Politics
verfasst von: Wojciech Cwalina
Milena Drzewiecka
Verlag: Springer International Publishing
Buch: Political Branding in Turbulent times
Print ISBN: 978-3-030-83228-5

Electronic ISBN: 978-3-030-83229-2

Copyright-Jahr: 2022
DOI: https://doi.org/10.1007/978-3-030-83229-2_8