L’INFLUENCE DU BRAND POLITIQUE SUR LE COMPORTEMENT DE L’ELECTEUR : UNE THEORISATION DU COMPORTEMENT DU CONSOMMATEUR

Abstract

In this article we speak about the application of marketing in the field of politics. We want to analyse the transposition of customer's behaviour in politics and the transposition of the influence of the brand on customer's behaviour as well as the influence of the brand on elector's behaviour. As method, we have chosen the abductive approach: the deduction approach at the beginning in order to see the parallel between the customer and the elector and then the induction approach (examples from politics). In this study we used direct documentation on the reality, the observation and the bibliography. We want to show, through in examples, the implication of the perceptions, attitudes, emotions and electors' satisfaction within choosing a candidate.

Keywords

• Electoral brand/brand électoral
• Brand in politics/le brand dans la politique
• Elector's behaviour/comportement de l’électeur
• Political consumer/consommateur politique
• Elector/électeur
• Social choice/choix social