The Effect of a Brand Transgression on a Politician’s Brand Resonance: The Case of Kevin Rudd

Abstract

This study applies the concepts of brand resonance and brand transgression to the brand management of a political leader and, for the first time, proposes a framework linking these two concepts. Qualitative analysis was used to examine the case of Kevin Rudd, a former, once popular, Australian Prime Minister (2007–2010, 2013), and found that Rudd’s brand resonance was harmed as a result of a brand transgression. Specifically, a thematic analysis and semistructured interviews indicated that Rudd supporters’ behavioral loyalty, sense of community, and active engagement declined. This study provides support for the proposed framework and a base for future research in this area.