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Issue 5(1), October 2010 -- Paper Abstracts

Girard  (p. 9-22)

Cooper (p. 23-32)

Kunz-Osborne (p. 33-41)

Coulmas-Law (p.42-46)

Stasio (p. 47-56)

Albert-Valette-Florence (p.57-63)

Zhang-Rauch (p. 64-70)

Alam-Yasin (p. 71-78)

Mattare-Monahan-Shah (p. 79-94)

Nonis-Hudson-Hunt (p. 95-106)

JOURNAL OF MANAGEMENT POLICY AND PRACTICE

Political Party Brand and Consumer Choice in Ghana

Author(s): Ernest Yaw Tweneboah-Koduah, Mathias Akotia, Charity S. Akotia, Robert Hinson

Citation: Ernest Yaw Tweneboah-Koduah, Mathias Akotia, Charity S. Akotia, Robert Hinson, (2010) "Political Party Brand and Consumer Choice in Ghana," Journal of Management Policy and Practice, Vol. 11, Iss. 5, pp.79 - 88

Article Type: Research paper

Publisher: North American Business Press

Abstract:

This study aims at ascertaining the extent to which political parties are managed as brands and the

perceptions of political party brands amongst Ghanaians. The research design is qualitative employing

focus group discussions and in-depth interviews. We sought to unearth comprehensive understanding of

voter brand choice in Ghana. Findings indicate that the major political parties are not managed properly

as brands. The political parties studied also do not invoke salient mental associations nor intense

emotional effects with voters as power brands do with consumers. This paper presents a modest

contribution to the political brand management literature, from a developing economy context.