The Power of Political Branding. A Qualitative Study of Swedish Voters' Perceptions of Political Branding and its Consequences
This thesis investigates Swedish voters’ perceptions of political branding and its consequences in a nation characterized by high institutional trust and low corruption. Political branding, a tool for shaping voter opinions, perceptions, and behavior, has gained significant traction in recent years. While traditionally viewed as beneficial for democracy, emerging critiques suggest it may hinder co