Abstract

LOPEZ RODRIGUEZ, Campo Elias  and  ORTEGON CORTAZAR, Leonardo. From Political Marketing to Brand Communities. A Comparative Study of Political Parties in Bogotá D.C. rev.univ.empresa [online]. 2017, vol.19, n.32, pp.9-35. ISSN 0124-4639.  https://doi.org/10.12804/http://revistas.urosario.edu.co/index.php/empresa/article/view/4552.

Political marketing is conceived as a practice to study, meet and manage the demands of the electoral market, from that point of view, it becomes relevant to examine the relationship between this phenomenon and the concept of brand communities because of their special importance for the management with militants from characteristics and common values. To this end, this study investigated the relationship between these variables. A relational descriptive design from a non-probability quota sampling was used with 384 militants. The findings suggest determining features that characterize these political communities in Bogotá, DC.

Keywords : Brand; construction of value; brand communities; political marketing.

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