جستجوی مقالات مرتبط با کلیدواژه « Personal brand » در نشریات گروه « علوم سیاسی »

The life of personal-political superbrands who reach the top of political positions, regardless of the type of political system and cultural environment in which they operate, always has several turning points. According to the life cycle linear theory, each product goes through stages from the time of idea creation to the decline, commensurate with the inherent desirability and flexible time demand in the market.The question is, does a politician have a certain life cycle as a product of the political market? To what extent does the political structure cause similar events and stages in the life cycle of personal-political brands? The present study was conducted to identify important periods in the personal and professional life of personal-political brands in Iran after the Islamic Revolution and also to present the life cycle model of personal-political brands within the government. Three-step thematic analysis strategy; Biographies, effective images and election clips of selected brands; Periods, periods and turning points in the lives of four personalities (Akbar Hashemi Rafsanjani, Mohammad Khatami, Mahmoud Ahmadinejad and Hassan Rouhani) who have reached the presidency using the branding program have been examined.Findings showed that during the period of political life, the subjects underwent 22 important stages in the five basic stages of planting, holding, harvesting and maintenance (preservation brand collapse. This process was presented in the form of a brand life cycle model.

As an applied study, the current survey has investigated the factors influencing political brand choice by voters. 560 questionnaires were distributed among those who had decided to attend in 11th Iranian presidential election in three large cities including Tehran, Shiraz and Rasht. Face validity approach was used to test the validity. For testing the reliability of the questionnaires, Alpha Cronbach (79%) was applied. Findings showed that the most important factor influencing the choice of president brand possesses some characteristics including law-abiding, acceptance of criticism, seeking consultancy, and speech in public and holding some face to face meetings with people. Also other findings revealed that in the view point of the largest cluster of voters, variables such as well understanding of people needs, expertise, power of utterance and the ability to speech has the highest importance and attributes like as candidate appearance (cloths, face and body physics), candidate party and having a distinctive symbol or slogan has the lowest importance in choosing president brand.