Correspondence: Francisco Guzmán, University of North Texas, Department of Marketing and Logistics, College of Business, University of North Texas, PO Box 311396, Denton, TX 76203-1396, USA. E-mail: Francisco.Guzman@unt.edu

¹is an assistant professor of marketing at the University of North Texas. His research focuses on branding, corporate social responsibility and new product development. He is a visiting professor both at ESADE in Barcelona and Monterrey Tec in Mexico.

²is an associate professor in the Quantitative Methods Department at ESADE in Barcelona. Her research focuses on robust statistics, statistical simulation and psychometrics.

Received 14 April 2009; Revised 14 April 2009; Published online 25 September 2009.

Abstract

This study analyses the brand image of presidential candidates for Mexico's 2006 election. Respondents from a nationwide random probabilistic sample of Mexico's voting population were asked to evaluate the personality – brand image – of the three principal political candidates based on 58 selected traits that result from combining Aaker's brand personality and Caprara et al 's candidate personality frameworks. Data were analysed using Principal Component Analysis and Structural Equation Modeling procedures. The resulting brand image framework for Mexico's 2006 presidential candidates was represented by five factors (competence, empathy, openness, agreeableness and handsomeness). As the resulting framework explains which elements of a candidate's brand image are taken into consideration when making an electoral decision, it has a practical application for future political campaigns. It also provides a conceptual platform for viewing political candidates as brands.