Journal of Marketing Management

The Conceptualisation and Operationalisation of Emotion-based Political Brand Equity
Asaad H. Almohammad

Abstract
Guided by political emotion causation theory, this paperendeavours to conceptualise, operationalise, and investigates the predictive power of emotion-based political brand equity over voting behaviour. Extrapolating on a broad range of research, a dual emotion-based construct is conceptualised. To that end, data from American National Election Studies, namely, 2008-2009 panel study is utilised to operationalise the construct and investigate its predictive power. The final sample included a total of 711 American, eligible voters, who completed the selected waves. The results demonstrate that the new construct is parsimonious, valid, reliable, generalisable and predictive across several segments of political consumers. The article closes by concluding its contributions, implications and directions for future work.

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