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FRIDAY SEMINAR SERIES | Consuming Politics: How are Political Party Brands Viewed by Australian Voters?



Start Date

10th Jun 2016 1:00pm

End Date

10th Jun 2016 2:00pm

Institute for the Study of Social Change logo

An Institute for the Study of Social Change and School of Social Sciences seminar

presented by

A/Prof Martin Grimmer and A/Prof Dennis Grube

Marketing scholarship has increasingly been shown to provide a potentially rich inter-disciplinary lens for analysing political parties and voter behaviour. The aim of this seminar is to analyse how perceptions about core party attributes are translated into a party 'brand' in the minds of voters. We apply analytical concepts from marketing to assess which perceptions of political parties feature most strongly in the consciousness of Australian voters. In the seminar, we will present results from our study of 1200 Australian voters into their perceptions of the Australian Labor Party, the Liberal Party of Australia, the National Party of Australia and the Australian Greens. Both qualitative and quantitative data will show what brand associations are most commonly associated with each party, their level of favourability, and how the various brand associations relate together thematically. Combined, this will allow an assessment of the 'brand equity' of each of the political parties.

Associate Professor Martin Grimmer is the Deputy Dean of the Tasmanian School of Business and Economics (TSBE). Prior to this, he was Head of the School of Management from 2006-2008, and Acting Dean of the then Faculty of Business from 2009-2010. Martin began his academic career in Queensland and has worked at the University of Queensland and Griffith University. At Griffith University, he was one of the founding members of the School of Applied Psychology. Martin researches in consumer behaviour, specifically ethical and pro-environmental consumer behaviour. He has conducted research into the effect of corporate reputation and green marketing communications on purchase behaviour, and factors that impact upon consumer attitudes towards, and purchase of, green products. Martin has also maintained an interest in research methodologies, and has published papers on trends in the use of research methods in marketing.

Associate Professor Dennis Grube is Principal Research Fellow in the Institute for the Study of Social Change. He holds an Australian Research Council DECRA fellowship for the period 2013-2016, working on a comparative project assessing the role of public service leaders as public actors in Canada, Australia, New Zealand and the United Kingdom. Dennis's research interests focus on political rhetoric and its impact on public administration in historical and contemporary contexts. Dennis joined the University of Tasmania in January 2015, having spent the previous five years in the School of Government and International Relations at Griffith University in Brisbane. In 2013 he spent six months as a Visiting Fellow at the University of Oxford, and was Director of Griffith University's Master of Public Administration Program from 2010-2013. Dennis retains an affiliation as Adjunct Associate Professor with the Centre for Governance and Public Policy at Griffith University, and is a member of both the Australian and UK Political Studies Associations.

Friday 10 June, 1.00pm to 2.00pm

Law 132 Seminar Room (ground floor Law Building, Sandy Bay Campus), University of Tasmania

All welcome. Please contact if you require further information or directions to the venue.

Event Flyer (PDF 370KB)