Political brand transgression: an expanded stimuli-organism-response (SOR) framework perspective

Abstract

This study examines political brand transgression (BT) using the Stimuli-Organism-Response (SOR) framework. It explores how voters and opponents perceive political BT and respond through anti-brand behaviors. Understanding these dynamics is essential for political entities to manage their brand and sustain voter support. Employing a qualitative case study with netnographic practices, this research analyzes perceived political BT by Taiwan’s Democratic Progressive Party, particularly regarding migration policies and unmet domestic promises. It identifies key stimuli—expectation disconfirmation and relationship norm violations—that trigger perceptions of transgression. The findings highlight core belief misalignments and performance failures as common drivers of political BT, leading to voter disappointment, switching intentions, and opposition-led criticisms, word-of-mouth damage, and efforts to unseat the party. This study extends the SOR framework by outlining the stimuli, process, and outcomes of political BT while identifying factors that moderate post-transgression behavior. Practically, it offers insights for political brand owners on maintaining self-consistency, assessing their governance capabilities, and curbing excessive zeal among supporters. By bridging brand management and political branding, this research provides a novel perspective on how political entities can navigate transgressions and maintain brand integrity, ultimately strengthening electoral resilience.