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Exploring Kapferer's Brand Identity Prism Applicability in Indian Political Marketing Aspect With Special Focus to Youth Voters

Exploring Kapferer's Brand Identity Prism Applicability in Indian Political Marketing Aspect With Special Focus to Youth Voters

Subhajit Bhattacharya, Rohit Vishal Kumar, Anindya Dutta
Copyright: © 2019 |Pages: 16
ISBN13: 9781522571162|ISBN10: 1522571167|EISBN13: 9781522571179
DOI: 10.4018/978-1-5225-7116-2.ch017
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MLA

Bhattacharya, Subhajit, et al. "Exploring Kapferer's Brand Identity Prism Applicability in Indian Political Marketing Aspect With Special Focus to Youth Voters." Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2019, pp. 288-303. https://doi.org/10.4018/978-1-5225-7116-2.ch017

APA

Bhattacharya, S., Kumar, R. V., & Dutta, A. (2019). Exploring Kapferer's Brand Identity Prism Applicability in Indian Political Marketing Aspect With Special Focus to Youth Voters. In I. Management Association (Ed.), Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications (pp. 288-303). IGI Global. https://doi.org/10.4018/978-1-5225-7116-2.ch017

Chicago

Bhattacharya, Subhajit, Rohit Vishal Kumar, and Anindya Dutta. "Exploring Kapferer's Brand Identity Prism Applicability in Indian Political Marketing Aspect With Special Focus to Youth Voters." In Brand Culture and Identity: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 288-303. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7116-2.ch017

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Abstract

India demographic pattern is changing so fast with the growth of youth segment. it is true that today youth generation of Indian are not interested in politics or in casting the votes. There may be a possible reason the political parties are not able to understand the requirements of the Indian youth segment. This research article is a sincere attempt to study the political brand perception and political brand selection behaviour of Indian youth with the empirical data. RIDIT approach is being used to analyse the empirical data. The results of this present study have depicted a deep insights of Indian political branding aspect from the voice of the Indian youth voters'.

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