‘Political Branding: the Tea Party and its use of participation branding’
نویسنده
چکیده
The emergence of the Tea Party movement in 2009 witnessed the surfacing of a populist, anti-Obama libertarian mobilisation within the United States. The Tea Party, a movement which 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. Keyword(s): Participation branding Tea Party Consumer Tribe
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