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dc.contributor.authorSetiawan, Gunaro
dc.contributor.authorArli, Denni
dc.contributor.authorWoods, Peter
dc.date.accessioned2021-11-26T03:21:57Z
dc.date.available2021-11-26T03:21:57Z
dc.date.issued2021
dc.identifier.issn1537-7857
dc.identifier.doi10.1080/15377857.2021.1997876
dc.identifier.urihttp://hdl.handle.net/10072/410387
dc.description.abstractThis research attempts to develop the reformist dimensions based on the case of successful political outsiders. Literature suggest that reformers are those perceived to be successful in serving the citizens through their capabilities on making changes. To achieve this goal, this study explores the brand images of Indonesia’s political outsiders who have strong image of reformers which are Jokowi, Ahok and Risma and investigate how they are being perceived to be successful in serving the citizens. The present research, which consist of three studies, conduct exploratory factor analysis using sequential mixed methods. The first two studies utilize qualitative paradigms with interview and document analysis to determine reformist dimensions using thematic analysis. Following this, a survey was launched (n = 453) for a reliability and validity test. The qualitative studies have delineated the reformist characteristics into three dimensions: perceived qualities (three items), implemented programs (four items) and engagement style with citizens (three items). The dimensions have adequate factor analysis values and high reliability scores. Findings suggest that reformist attributes have several traits such as ‘anti-corruption’, ‘innovativeness’ and a high rate and unique voter engagement style. This research contributes to the development of political marketing theories on candidates’ reformist branding attributable to the phenomenon of the rise of political outsiders. It explores the interplay of leadership and political brand image from the cases of successful rise of political outsiders. The leadership aspects relevant to shape the brand image of a reformist from voters’ perspective are discussed based on findings.
dc.description.peerreviewedYes
dc.languageen
dc.publisherInforma UK Limited
dc.relation.ispartofjournalJournal of Political Marketing
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchPolicy and administration
dc.subject.fieldofresearchPolitical science
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode4407
dc.subject.fieldofresearchcode4408
dc.titleScale development: Exploring successful political outsiders’ brand image to determine reformist dimensions
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationSetiawan, G; Arli, D; Woods, P, Scale development: Exploring successful political outsiders’ brand image to determine reformist dimensions, Journal of Political Marketing
dc.date.updated2021-11-26T01:33:16Z
gro.description.notepublicThis publication has been entered in Griffith Research Online as an advanced online version.
gro.hasfulltextNo Full Text
gro.griffith.authorWoods, Peter R.
gro.griffith.authorSetiawan, Gunaro


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