A Review of Political Branding Research

Objective – This study aims to provide a comprehensive review of the political branding literature, to classify research articles according to their areas, categories and methodologies, and to identify the gaps in the literature for future research Methodology/Technique – A range of online databases was searched to provide a comprehensive listing of academic journal articles on political branding. 54 journal articles from 26 refereed journals are classified into five areas; marketing, politics, communication, economic, and linguistic. Those articles are also classified into categories; clarifying concepts, branding, campaign and advertising, voting behavior and others issues Findings – The finding shows that research on political branding has increased within the last two years. However, those researches are only conducted in certain countries, mostly in UK and USA. Finally, the finding reveals that there are many existing gaps since a political branding concept is still relatively new Novelty – This research has discovered many gaps in the political branding literature which can be used as a basis for future research Type of Paper: Literature Review