Voters' Perceptions of Party Brands

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David Fortunato (University of California, San Diego) Thiago N. Silva (Australian National University)

Voters' Perceptions of Party Brands

Name: Voters' Perceptions of Party Brands
Price: 139.01 AUD
Availability: OutOfStock
ISBN: 9781009644365

David Fortunato (University of California, San Diego), Thiago N. Silva (Australian National University), Laron K. Williams (University of Missouri)

$173.95 $139.01

Hardback

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English

Cambridge University Press
04 September 2025

Social research & statistics; Political science & theory; Comparative politics; Elections & referenda

Series: Elements in Comparative Political Behavior

In order to cast a satisfying vote, understand politics, or otherwise participate in political discourse or processes, voters must have some idea of what policies parties are pursuing and, more generally, 'who goes with whom.' This Element aims to both advance the study of how voters formulate and update their perceptions of party brands and persuade our colleagues to join us in studying these processes. To make this endeavor more enticing, but no less rigorous, the authors make three contributions to this emerging field of study: presenting a framework for building and interrogating theoretical arguments, aggregating a large, comprehensive data archive, and recommending a parsimonious strategy for statistical analysis. In the process, they provide a definition for voters' perceptions of party brands and an analytical schema to study them, attempt to contextualize and rationalize some competing findings in the existing literature, and derive and test several new hypotheses.

By: David Fortunato (University of California San Diego), Thiago N. Silva (Australian National University), Laron K. Williams (University of Missouri)
Imprint: Cambridge University Press
Country of Publication: United Kingdom
Weight: 281g
ISBN: 9781009644365
ISBN 10: 100964436X
Series: Elements in Comparative Political Behavior
Pages: 98
Publication Date: 04 September 2025
Audience: General/trade , ELT Advanced
Format: Hardback
Publisher's Status: Active

1. Why study voters' perceptions of party brand?; 2. Building a theoretical argument; 3. Data, measurement of perceptions, and modeling choices; 4. Putting it all together; 5. Where to go from here.