The impact of public branding: An experimental study on the effects of branding policy on citizen trust

René Karens, Jasper Eshuis, Erik Hans Klijn, Joris Voets

Research output: Contribution to journalArticleAcademicpeer-review

39 Citations (Scopus)
10 Downloads (Pure)

Abstract

Branding has become common in the public sector as brands are increasingly used to influence citizens' associations with public organizations and public services. Using experimental research replicated in three European countries, this article investigates the effect of using the European Union (EU) brand on trust in policies. Experiments were conducted among economics students in Belgium, Poland, and The Netherlands to test the hypothesis that adding EU brand elements to policies positively affects trust in those policies. The results show a consistent positive and significant effect of applying the EU brand to trust in the policies in all countries and for both policies included in the experiment-even in The Netherlands, a country characterized by a negative overall EU sentiment. These findings provide some of the first empirical evidence of the effectiveness of branding for public policy.

Original languageEnglish
Pages (from-to)486-494
Number of pages9
JournalPublic Administration Review
Volume76
Issue number3
Early online date10 Dec 2015
DOIs
Publication statusPublished - 1 May 2016

Bibliographical note

Publisher Copyright:
© 2016 by The American Society for Public Administration.

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