UTJECAJ OSOBNOSTI POLITIČKE MARKE NA IZBOR BIRAČA

master's thesis

• Title (english): IMPACT OF POLITICAL BRAND PERSONALITY ON THE VOTING BEHAVIOUR
• Author: Lea Sambolić
• Mentor: Sandra Horvat (mentor); MBZ: 286555
• Committee member: Dubravka Sinčić Ćorić (predsjednik povjerenstva)
• Committee member: Zoran Krupka (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Politika je jedna od glavnih sastavnica svakog društva te indirektno oblikuje život unutar političke zajednice, države ili političkog društva. Na demokratskim izborima odlučuje se o pretendentima na neku od izbornih pozicija. Demokratski višestranački sustav, neminovno znači i određenu kompetenciju pojedinih stranaka, programa i kandidata na “političkom tržištu”. Takvo uređenje uvjetuje potrebu za marketinškim pristupom koji bi, pomogao u boljem prezentiranju određenih ideja, političkih stranaka i političkih kandidata kao njihovih nosioca. Jedan od najznačajnijih elemenata političkog marketinga jest predizborna ili dugotrajna politička kampanja. Svrha političke kampanje je predstaviti kandidata i program, izgraditi pozitivan stranački i osobni imidž te pridobiti birače za postizanje izbornog uspjeha. U svrhu razumijevanja političke marke i strategija kampanja, u radu se razmatraju dimenzije osobnosti političke marke i njen utjecaj na izbor birača. Rad propituje osobnosti dviju najvećih stranaka (HDZ i SDP) u Republici Hrvatskoj i njihovih vođa (Andrej Plenković i Davor Bernardić). Rezultati pokazuju da dimenzije osobnosti marke, kao što su kompetentnost, vjerodostojnost, sofisticiranost, uzbudljivost i drskost, atributi su koji imaju potencijal utjecati na izbor birača. Nadalje rezultati pokazuju značajnost osobnosti političkog kandidata. Kao što je vidljivo na primjeru stranke HDZ-a i njezinog vođe Andreja Plenkovića koji su kod ispitanika dobili bolje ocjene u percipiranim osobnostima, a samim su time dobili i više birača koji bi glasali za njih na sljedećim izborima. Republika Hrvatska po pitanju dugoročnih kampanja i kreiranja osobnosti ličnosti političkih kandidata tek je u začecima, zbog čega većina dobivenih rezultata kreće se oko srednjih vrijednosti.

Abstract (english)

Politics are one of the main compounds on every society that indirectly shapes life within a political community, state or political society. In the democratic elections, we decide on the pretendents to one of the electoral positions. The democratic multi-party system inevitably forces competition of certain political partys, their programms and candidates on the ˝political market˝. Therefore, there is a need for a marketing approach to spreadcertain ideas and individuals as their representatives. Use of marketing in political purposes is called Political marketing. One of the most significant elements of political marketing is pre-election or long term political campaign. The purpose of political campaign is to present potential political candidates and their programms, to build positive image of the candidate and political party and attract voters to achieve electoral succes.
This paper, with a goal to understand the political brand and campaign strategy, considers the dimension of the political brand personality and its influence on the voters choice. This paper examines the personalities of the two largest parties (HDZ and SDP) in the Croatia and their most prominent members (Andrej Plenković and Davor Bernardić). Findings show that the dimensions of the brand's personality, such as competence, credibility, sophistication, excitability and drastic attributes have the potential to influence voter selection. Furthermore, the findings show that there is a correlation between the dimensions of the personality of political parties and their leaders, especially visible to HDZ party and leader Andreja Plenković. Furthermore, the results show the significance of the political candidate's personality. As can be seen from the example of the HDZ party and its leader Andrei Plenkovic, the respondents received better marks in perceived personalities and thus received more voters to vote for them in the next elections. The issue of long-term campaigns and creation of personality of political candidates in Croatia is only in the early stages, and most of the results are around average values.

• Keywords: politički marketing; politička marka; osobnost marke; stranačka marka osobnosti; osobnost marke političkog lidera.
• Keywords (english): political marketing; political brend; brand personality; political party personality; political lider personality.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:065780
• Study programme: Title: Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-09-11 06:18:14