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How to Close the Gap? Branding as a Solution to Declining Youth Participation

Author

Listed:
  • Axelle Verdonck

    (University of Antwerp)

  • Jan Boon

    (University of Antwerp)

  • Vidar Stevens

    (Mulier Institute)

Abstract

As young people seem evermore hesitant to get involved in conventional and institutionalized means of political participation, questions are raised on their continued relevance and potential means of reinvigorating their attraction. Starting from the notion that there is continued value in conventional political participation, to both complement and boost other forms of political involvement, this study explores whether and how branding strategies (visual and transformational) increase youths’ active and passive participation in youth councils. Overall, the scarcity of significant effects stands out as most hypotheses were neither confirmed nor rejected. Implications for branding scholars and practitioners are discussed.

Suggested Citation

  • Axelle Verdonck & Jan Boon & Vidar Stevens, 2021. "How to Close the Gap? Branding as a Solution to Declining Youth Participation," Palgrave Macmillan Books,, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-3-030-70505-3_13
    DOI: 10.1007/978-3-030-70505-3_13
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