Political Branding: The Tea Party and Its Use of Participation Branding |
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Authors: | Robert Busby |
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Affiliation: | 1. Liverpool Hope University, Liverpool, United Kingdombusbyr@hope.ac.uk |
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Abstract: | The emergence of the Tea Party movement in 2009 witnessed the surfacing of a populist, anti-Obama libertarian mobilization within the United States. The Tea Party, a movement that brought together a number of disparate groups—some new, some established—utilized participation branding where the consumer attributed the movement its own identity and brand. Its consumer-facing approach, lack of one single leader, and lack of a detailed party platform, in combination with its impact on the 2010 election races in America, earmarks it as a contemporary and unconventional brand phenomenon worthy of investigation. |
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Keywords: | consumer tribe participation branding Tea Party |
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