Candidate Brand Equity Valuation: A Comparison of U.S. Presidential Candidates During the 2008 Primary Election Campaign

Abstract

This study employed a multidimensional brand equity construct (i.e., brand awareness, associations, perceived quality, and loyalty) to compare the brand name strength of four U.S. presidential candidates (i.e., Clinton, Obama, McCain, and Huckabee) with registered voter segments during the weeks preceding the 2008 primary election and nearly a year before the general election. The level of candidate brand equity was significantly related to respondents' future voting intentions, and party bias resulted in significant differences in brand equity valuation, mainly due to differences in perceived quality and candidate loyalty ratings. Results mirrored polling data and election results. Candidates with the highest within-party brand equity won the state primary election (i.e., McCain and Clinton), while the strongest candidate brand with voters opposite their party electorate and with Independent voters won the U.S. presidential election (i.e., Obama). Discussed are suggestions for studies to advance the present findings, particularly the inclusion of brand image constructs into the employed framework.