Thesis (M.A.)--University of Wisconsin--Madison, 1972. / eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references.

Thesis (Ph. D.)--University of Missouri-Columbia, 2002. / Typescript. Vita. Includes bibliographical references (leaves 132-139). Also available on the Internet.

Thesis (Ph. D.)--University of Missouri-Columbia, 2002. / Typescript. Vita. Includes bibliographical references (leaves 132-139). Also available on the Internet.

This study examined in an experimental setting the influence of comparative message strategies in political attack advertising messages on voter perceptions of the attacker and of the targeted candidate. Relying on theories of social cognition (Fiske & Taylor, 1991), the study posited that, among voters unfamiliar with either candidate, ambiguous and image-based attack messages would facilitate greater negative attitude shifts toward both candidates than other attack message strategies. Attacks were found to lower perceptions of both targeted and attacking candidates regardless of message strategy. Image-based attacks lowered perceptions of targeted candidates significantly more than issue-based attacks but did not influence perceptions of attackers significantly. Level of ambiguity did not appear to influence voter perception of targeted or attacking candidates.

Thesis (Ph. D.)--University of Oklahoma, 1995. / Includes bibliographical references (leaves 105-119).

Brands are synthesizers of meaning that affect the manner in which consumers respond to marketing efforts such as advertising. In the context of politics, political parties exert a similar role. In this dissertation, I examined the role of parties-as-brands and offered a model based on the concept of party equity -- i.e., the added value generated by an entity's (e.g., a political candidate or organization) association to a particular party. Hypotheses were offered addressing party equity outcomes in the context of party personality congruent and incongruent political campaign messages. The moderating role of participants' party loyalty and political knowledge was also examined. Results indicated that party personality congruence did not affect responses to candidates whose personality matched traits commonly associated with the Democratic Party but that Republican candidates had an advantage over Democratic and Independent candidates when their personality matched traits commonly associated with the Republican Party. In the language of party equity this meant that Democratic personality traits yielded no added value or equity for Democratic candidates but that Republican personality traits generated equity for Republican candidates.

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Thesis (Ph. D.)--University of Texas at Austin, 2007. / Vita. Includes bibliographical references.

Thesis (Ph. D.)--University of Texas at Austin, 2004. / Supervisor: Wei-Na Lee. Vita. Includes bibliographical references. Also available from UMI.