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| 2. |
- Bigi, Alessandro, et al.
(författare)
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Evaluating political party positioning over time : A proposed methodology
- 2015
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Ingår i: Journal of Public Affairs. - : Wiley-Blackwell. - 1472-3891 .- 1479-1854.
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Tidskriftsartikel (refereegranskat)abstract
- In this article, we propose a methodology in order to measure political positioning and constituent perception. Political leaders should be able to effectively define the distinctive characteristics of their political brand and to subsequently utilize the most appropriate mechanisms of communication to promote an accurate perception of political image in the market. The specific aim of this research is to explore interrelations between a political party's positioning in two different periods in order to discover possible discrepancies and changes over time. The official blog of a political party, containing both official communication and the people's feedback, represents a perfect place in which to observe the concepts and the values on which both the political brand identity and image are founded. Leximancer, a content analysis tool, was utilized to analyze communications between a political party leader and his or her constituents. Illustrating the methodology, the blog of Beppe Grillo, founder of the Movimento 5 Stelle is analyzed.
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| 3. |
- Bigi, Alessandro, et al.
(författare)
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How customer and product orientations shape political brands
- 2016
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Ingår i: Journal of Product & Brand Management. - : Emerald Group Publishing Limited. - 1061-0421. ; 25:4, s. 365-372
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Tidskriftsartikel (refereegranskat)abstract
- Purpose - The purpose of this paper is to present a theory of consumer and product orientation in the realm of political branding to illustrate how politicians can choose to position and present themselves to voters. It is evident that some politicians play an active role in shaping the beliefs and actions of their constituents, while others are more influenced by voter sentiment. The effectiveness of the political strategy is highly influenced by the market realities of the voting body in question. Design/methodology/approach - A dichotomy is presented to shed light on how consumer and product orientation might influence the way in which politicians choose to address the public. Specifically, four modified strategic orientation archetypes are presented and analyzed with particular focus on political brands and strategy. Findings - Product and consumer orientations have been shown to also be applicable to the strategic positioning of political brands. While it can be argued that no strategy is superior over another, careful consideration of the political environment in question and subsequent execution of an appropriate stance can be used to better manage the relationship between the electorate and politicians. Research limitations/implications - This study provides academics in this area with a comprehensive examination of strategic orientation literature in political contexts, and lays out a strong groundwork for future studies. In this burgeoning area of research, there are several opportunities for marketing and political strategy academics to dive deeper into the intricacies that drive politicians to adopt specific strategic orientations, and how these strategies evolve over time and in differing political environments. Practical implications - This analysis suggests that there are opportunities for political strategists to explore the relationship between the identified strategic orientations and political brands, and for political marketing scholars to investigate the modes of focus presented. Originality/value - This analysis provides better understanding of how politicians can influence voters and voters can influence political brands, and how the strategic orientation archetypes can be used to influence decisions about political strategy.
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| 4. |
- Bigi, Alessandro
(författare)
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Political Marketing: Understanding and Managing Stance and Brand Positioning
- 2016
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- This thesis investigates the strategic stance of a political brand and the factors that affect its positioning. The question related to the positioning of a political brand is complex. Nowadays, political leaders should be able to define the characteristics of their political brand. To succeed in the political arena, they must understand, identify, and utilize the most appropriate mechanism of communication to create an accurate perception of their political image in the market that is strictly linked to the characteristics of their brand and to reach these targets. For these reasons, it is mandatory to have measurement methods and comparable results over time. It was decided to divide the overall research problem into four different research questions to explore and explain the mechanism of political brand creation and the interaction between political brands and the electorate and to do so through four different papers. In paper 1, the political environment has been observed and studied. Subsequently, a theory of consumer and product orientation has been identified and utilized to both understand and to strategize how politicians can better position and present themselves to the public and voters. Paper 2 proposes a methodology to measure political positioning and constituent perception. The specific aim of the research is to explore interrelations between a political party's positioning in two different periods to discover possible discrepancies and changes over time. Paper 3 investigates whether the negative impact of a political brand can influence a country's brand. The fourth paper tried to measure how the quality, readability, and frequencies of political messages could provide insight into the effectiveness of viral communication using a political blog. This thesis contributes to the understanding that influence in a political environment happens in a bidirectional manner, where politicians are influenced by voter sentiment and voters are influenced by politicians. The key strategic question then becomes not whether the stance is right but if it is appropriate for the environmental condition in which the party or brand finds itself. If it is, then the party or brand must both reinforce and maintain the mode of focus; if it is not appropriate, then strategists need to identify a more appropriate stance and engineer ways for the brand to move in that direction. Political marketing managers could find the results of this thesis useful for revealing the difference between a political party's positioning and its perceived positioning as well as monitoring it in different periods to discover possible discrepancies over time.
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| 5. |
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| 6. |
- Bigi, Alessandro, et al.
(författare)
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Political Party Brand Identity and Brand Image : An Empirical Assessment
- 2015
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Ingår i: Developments in Marketing Science: Proceedings of the Academy of Marketing Science. - Cham : Springer Nature. ; , s. 81-90
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Bokkapitel (refereegranskat)abstract
- In this article we explore the concepts of political party brand identity and image. Political leaders should be able to effectively define the distinctive characteristics of the political brand and subsequently activate the most appropriate mechanisms of communication to promote an accurate perception of the image in the market. The specific aim of this research is to explore interrelations between a political party’s brand identity and image in two different time periods, in order to discover possible discrepancies and changes in time. The party blog, containing both the official communication and the people’s feedbacks represents a perfect place where to observe the concepts and the values on which both the political brand identity and image are founded.
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| 7. |
- Bigi, Alessandro
(författare)
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Viral political communication and readability : An analysis of an Italian political blog
- 2013
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Ingår i: Journal of Public Affairs. - : Wiley. - 1472-3891 .- 1479-1854. ; 13:2, s. 209-217
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Tidskriftsartikel (refereegranskat)abstract
- The Internet is widely used by political parties to report events and to send messages to the voting population. Politicians used digital media (websites, blogs, bulletin boards/lists, and chat/instant messaging) in recent elections, together with traditional media (television, newspapers, rallies, etc.). Political blogs represent not only an additional communication channel but also an instrument for spreading editorial content and messages, virally infecting more traditional media channels. A key task for any political party or politician is to make the blog understandable and easy to read as a first step to ignite and spread the right viral effect. To reach this goal, writers must consider both their content and their target audience. This article measures the readability of the text of a political blog to provide insight on the effectiveness of viral communication using blogs. The Beppegrillo.it blog was analyzed from January 2005 to May 2012 and is a unique example of a political blog using a single official media. This blog switched in the period of the study from being a personal blog to a political blog. The posts were divided into two different phases: the former were intended to discuss political topics and were written by a not-yet-political contributor; the latter were posts written by an active politician. Content analysis using simple word and sentence counts for every year of posts was undertaken, along with a readability analysis using the Microsoft Word Spelling and Grammar function, and both the Gunning Fog Index and the Gulpease Index. The two different phases were compared to determine if any change occurred in readability, complexity of the text, and volume of communication. In this way, we can explore the differences in the communication techniques used in the political field unofficially and then officially. Finally, our findings indicate that levels of readability of communications, particularly among broad-based audiences, may be deteriorating significantly when the blog becomes a political one and the communication becomes more institutional.
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| 8. |
- Bigi, Alessandro, et al.
(författare)
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When satire is serious : How political cartoons impact a country's brand
- 2011
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Ingår i: Journal of Public Affairs. - : Wiley. - 1472-3891 .- 1479-1854. ; 11:3, s. 148-155
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Tidskriftsartikel (refereegranskat)abstract
- This article examines the case of Italy's Mr. Berlusconi's indiscretions and the effect his scandals have played in the decline of the Italian national brand. National brands are the perceived added value that international consumers place on that country and its products and services. An analysis of recent political cartoons will provide insight into international attitudes regarding Mr. Berlusconi's political and social actions. From this investigation, the authors conclude that a country's political leader's negative image and reputation can have a large negative impact on national brand equity abroad.
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| 9. |
- Bombarda, F., et al.
(författare)
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Runaway electron beam control
- 2019
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Ingår i: Plasma Physics and Controlled Fusion. - : IOP Publishing. - 1361-6587 .- 0741-3335. ; 61:1
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Tidskriftsartikel (refereegranskat)
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| 10. |
- Eriksson, Maria Theresa, et al.
(författare)
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Think with me, or think for me? On the future role of artificial intelligence in marketing strategy formulation
- 2020
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Ingår i: The TQM Journal. - : Emerald Group Publishing Limited. - 1754-2731 .- 1754-274X. ; 32:4, s. 795-814
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Tidskriftsartikel (refereegranskat)abstract
- PurposeThis paper explores if and how Artificial Intelligence can contribute to marketing strategy formulation.Design/methodology/approachQualitative research based on exploratory in-depth interviews with industry experts currently working with artificial intelligence tools.FindingsKey themes include: (1) Importance of AI in strategic marketing decision management; (2) Presence of AI in strategic decision management; (3) Role of AI in strategic decision management; (4) Importance of business culture for the use of AI; (5) Impact of AI on the business’ organizational model. A key consideration is a “creative-possibility perspective,” highlighting the future potential to use AI not only for rational but also for creative thinking purposes.Research limitations/implicationsThis work is focused only on strategy creation as a deliberate process. For this, AI can be used as an effective response to the external contingencies of high volumes of data and uncertain environmental conditions, as well as being an effective response to the external contingencies of limited managerial cognition. A key future consideration is a “creative-possibility perspective.”Practical implicationsA practical extension of the Gartner Analytics Ascendancy Model (Maoz, 2013).Originality/valueThis paper aims to contribute knowledge relating to the role of AI in marketing strategy formulation and explores the potential avenues for future use of AI in the strategic marketing process. This is explored through the lens of contingency theory, and additionally, findings are expressed using the Gartner analytics ascendancy model.
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