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Party Brands and Partisanship: Theory with Evidence from a Survey Experiment in Argentina

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  • Noam Lupu

Abstract

Scholars disagree about the nature of party attachments, viewing partisanship as either a social identity or a rational maximization of expected utility. Empirically, much of this debate centers on the degree of partisan stability: findings of partisan fluctuations are taken as evidence against the social‐identity perspective. But drawing such conclusions assumes that the objects of identity—parties—are fixed. If we instead allow party brands to change over time, then partisan instability is consistent with a social‐identity conception of partisanship. To demonstrate this, I develop a branding model of partisanship in which voters learn about party brands by observing party behavior over time and base their psychological attachment to a party on these brands. The model suggests that convergence by rival parties, making their brands less distinguishable, should weaken party attachments. I test this implication using a survey experiment in Argentina and find evidence consistent with the model.

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  • Noam Lupu, 2013. "Party Brands and Partisanship: Theory with Evidence from a Survey Experiment in Argentina," American Journal of Political Science, John Wiley & Sons, vol. 57(1), pages 49-64, January.
    • Handle: RePEc:wly:amposc:v:57:y:2013:i:1:p:49-64
    DOI: 10.1111/j.1540-5907.2012.00615.x
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    Cited by:

    1. Sebastián Saiegh, 2014. "Partisanship, Ideology, and Representation in Latin America," IDB Publications (Working Papers) 86258, Inter-American Development Bank.
    2. Arbatli, Cemal Eren & Gomtsyan, David, 2019. "Voting retrospectively: Critical junctures and party identification," European Economic Review, Elsevier, vol. 119(C), pages 356-390.
    3. Horacio A Larreguy & John Marshall & James M SnyderJr, 2018. "Leveling the playing field: How campaign advertising can help non-dominant parties," Journal of the European Economic Association, European Economic Association, vol. 16(6), pages 1812-1849.
    4. Saiegh, Sebastián, 2014. "Partisanship, Ideology, and Representation in Latin America," IDB Publications (Working Papers) 6607, Inter-American Development Bank.
    5. Andrew J. Clarke, 2020. "Party Sub‐Brands and American Party Factions," American Journal of Political Science, John Wiley & Sons, vol. 64(3), pages 452-470, July.
    6. Daniel Gingerich & Virginia Oliveros & Ana Corbacho & Mauricio Ruiz-Vega, 2015. "Corruption as a Self-Fulfilling Prophecy: Evidence from a Survey Experiment in Costa Rica," IDB Publications (Working Papers) 88334, Inter-American Development Bank.
    7. König Pascal D., 2020. "Why Digital-Era Political Marketing is Not the Death Knell for Democracy: On the Importance of Placing Political Microtargeting in the Context of Party Competition," Statistics, Politics and Policy, De Gruyter, vol. 11(1), pages 87-110, June.
    8. Lieberman, Evan & Martin, Philip & McMurry, Nina, 2021. "When Do Strong Parties “Throw the Bums Out”? Competition and Accountability in South African Candidate Nominations," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 56(3), pages 316-342.
    9. Alexander Stoecker, 2021. "Partisanship in a Young Democracy: Evidence from Ghana," Volkswirtschaftliche Diskussionsbeiträge 193-21, Universität Siegen, Fakultät Wirtschaftswissenschaften, Wirtschaftsinformatik und Wirtschaftsrecht.

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