Political Branding: Political Candidates Positioning Based on Inter-Object Associative Affinity Index

The article presents the conception of positioning politicians based on a three-stage approach to political branding. The main assumption is that a political brand—and politician's image as its crucial component—is conceptualized as consisting of a node in memory to which a variety of associations are linked. These associations—positive, negative, or neutral—must be shared with other rival candidates as well as with an prototypical ideal candidate, understood as a model and standard of comparison while developing detailed marketing strategies. One of the most valuable methods that has been used to measure these associations is associative overlap technique developed by Szalay. This measure is based on free verbal associations and it expresses the degree of similarity among objects (words, persons, groups) based on the number of similar responses (associations) they elicit in common. The first stage of branding, candidates’ positioning in various segments of voters, focuses on such affinity between politicians and is based on multidimensional scaling techniques. At the second stage, mutual relationships between particular elements (positive and negative, common and distinctive), of which a politician's image consists, are defined. The third level of political branding links the results of positioning to voters’ decisions. This framework of branding political candidates is presented on the basis of empirical research focused on Polish presidential candidates’ perception and evaluation in the 2005 presidential election. The results of the performed research show that it is not only the strengthening of politicians’ positive features but also neutralizing the negative ones that contributes to his higher expected quality.     

Diffusion performance of major steel-making countries: alternative econometric tests

The purpose of this study is to compare the speed of diffusion in major steel-making countries. This is a cross-system analysis, involving industrial market countries (Western Europe, the United States, Canada, and Japan), quasi-market economies (selected newly industrializing countries, India), and the central planning states (the Soviet Union and Eastern Europe). The study reveals that at least in this, significant case, the latter countries are clearly inferior, i.e. slower. The article seeks the most accurate measure of speed of diffusion of one radical steel innovation, the oxygen process. The speed is estimated by regressing a logistic function not applied to the steel industry to date. Parameters of a logistic function are estimated first with linear least squares methods and then with nonlinear (or iterative) least squares, to establish which offers more accurate estimation than the widely used linear approach. It is shown that the iterative method produces a better statistical fit.     

The macro and micro views of political marketing: the underpinnings of a theory of political marketing

The multi‐disciplinary nature of political marketing lends itself to a micro/macro analysis. The goal of the article is to present the theoretical frames allowing one to develop an approach to political marketing, which may become the foundations of a general theory of political marketing. Like microeconomics and macroeconomics are the two major categories within the field of economics, so are micro and macro approach to political marketing the two major perspectives that allow one to better understand the workings of modern democracies and the processes taking place there. Such an approach can integrate various theories of particular political behavior considered as part of an external macrostructure, understood as broad social, political, legal, economic, and technological context, with the theories of political behavior of individuals and institutions considered as internal microstructure. Copyright © 2012 John Wiley & Sons, Ltd.