Birds of a feather: brand attachment through the lens of consumer political ideologies

Abstract

In today’s world of heightened sociopolitical issues, consumer political ideologies may determine the nature of consumer-brand relationships. Consumers seek out self-affirming agents (e.g. friends, family and community) to bolster their beliefs, which help develop their sense of self. Increasingly, they also choose brands that fit into and support their worldview alongside other agents. Yet, little is known about the role of consumer political ideologies in shaping consumer behavior and consumer-brand relationships. This study aims to address this gap by exploring alternative political ideologies for market segmentation and brand attachment analysis.,This research uses an online survey for data collection that generated 819 usable responses. Respondents answered questions about their political orientations and then rated their attachment to 66 unique brands. This research uses cluster analysis to establish market segments using libertarian, authoritarian, conservative and liberal political ideologies, then between-group analyzes are used to determine significant differences in brand attachment.,Analysis reveals three clusters of consumers termed, conservative-libertarian, liberal-authoritarian and moderates. In 53% of the brands evaluated, the market segments’ degree of brand attachment differed significantly. Meanwhile, moderates demonstrate an overall stronger average brand attachment than the other market segments.,Findings suggest that shared political ideology provides a viable means to segment a market adding to the psychographic tools already available to brand managers. Findings also suggest that consumer political ideologies help inform brand attachment levels.,Given the ability to segment a market on political ideology, it is found that different segments demonstrate varying levels of brand attachment. In practical terms, using political ideology as a segmenting tool helps define a market segment and has a differentiable effect on attraction toward the brand. Thus, political ideology may be considered as brands position themselves and engage in corporate sociopolitical activism.,This research provides unique insights into consumer political ideology as an alternative segmentation tool and its role in understanding brand attachment.