Drawing on the branding and leadership theory, this paper explores the sources of political human brand equity from the voters’ perspective as a representation of the value that citizen–voters ascribe to a political leader. Following a critical realist mindset, the study adopts a qualitative research design, based on interviews with citizen–voters to explore the sources of political human brand equity from their perspectives. The study proposes the adaptation of four established dimensions of brand equity, suggesting awareness, associations, loyalty, and perceived leadership quality as core dimensions of the voter-based political human brand equity construct. The exploration of the sources underlying each dimension suggests that this adaptation may lead to a better understanding of the functionalities and prognosis of human brand opportunities in political environments. Voter-based political human brand equity can be applied to support the strategic building of political brands, to complete election forecasts, and to structure communication processes in political surroundings. The study proposes for the first time the concept of voter-based political human brand equity and develops a conceptual framework to aid its understanding and future measurement.

中文翻译：

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探索基于选民的政治人类品牌资产的来源

借鉴品牌和领导理论，本文从选民的角度探讨了政治人类品牌资产的来源，作为公民选民赋予政治领导人的价值的代表。本研究遵循批判现实主义的心态，采用定性研究设计，基于对公民选民的采访，从他们的角度探索政治人类品牌资产的来源。该研究建议对品牌资产的四个既定维度进行调整，建议将意识、关联、忠诚度和感知的领导质量作为基于选民的政治人类品牌资产构建的核心维度。对每个维度背后的来源的探索表明，这种适应可能会导致更好地理解政治环境中人类品牌机会的功能和预测。基于选民的政治人物品牌资产可用于支持政治品牌的战略建设、完成选举预测以及构建政治环境中的沟通过程。该研究首次提出了基于选民的政治人类品牌资产的概念，并开发了一个概念框架来帮助理解和未来衡量。