A Longitudinal Study of The Brand Equity and Personality Metrics of President Donald Trump
In this study, a multidimensional brand equity and brand personality construct were employed to compare the brand strength of U.S. presidential candidate Donald Trump and President Donald Trump among registered voters. The study was conducted as a continuation of a study undertaken in 2016 to determine if there was any change evident in these metrics after President Trump had been President for over two years. The results of the study showed little or no change over this time period.
Keywords - Brand Equity, Brand Personality, Candidate Brands, Political Marketing, Candidate Valuation, Political Branding.