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- Title
La marque politique : représentativité des valeurs et polarisation partisane perçues. Le cas de l'évaluation du logo « La République En Marche » par ses adhérents.
- Authors
Dosquet, Frédéric; Bonnardel, Valérie; Charlet, Nicolas
- Abstract
This article highlights the absence of academic research on the perceptual analysis of a partisan organization's logo and the resulting impact on the attitude of its members. While research has focused on this issue for trademarks perception from consumers, very few work exists on political branding. The study of the LREM object carried out in a natural environment among activists therefore appears timely, since this movement has been assimilated to a brand by researchers and practitioners alike.
- Subjects
POLITICAL parties; BRAND name products
- Publication
Recherches en Sciences de Gestion, 2020, Issue 140, p315
- ISSN
2259-6372
- Publication type
Article