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Publicação
Human branding in political marketing: a systematic literature review and agenda for future research
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| 4.84 MB | Adobe PDF |
Orientador(es)
Resumo(s)
When Speed, Butler, and Collins introduced the theory of human brands into the field of political marketing, the topic garnered increasing interest from researchers. As a result of this growing academic attention, it became essential to update key concepts and clarify emerging terminologies in order to advance the conceptual and theoretical understanding of this evolving literature. To address this need, we conducted a systematic literature review (SLR) to identify the theories, research contexts, characteristics, and methodological approaches explored within the domain. Through this review, we modernized fundamental concepts such as authority, authenticity, humanization, and positioning. Furthermore, building on the theory of political brands and contributions related to human brands, we propose a basic definition of the human brand in politics. As the first SLR in this area, this paper serves as both a guide for marketing professionals developing human brands and a resource for researchers. It provides guidance on conducting an SLR and highlights future research directions, presenting a forward-looking agenda with 16 potential avenues for addressing existing gaps in the field.
Descrição
Palavras-chave
Political human brand Human brand Political marketing Political brand and systematic literature review
Contexto Educativo
Citação
Editora
Taylor and Francis Group
Licença CC
Sem licença CC