Scale Development: Exploring Successful Political Outsiders’ Brand Image to Determine Reformist Dimensions

Abstract

This research attempts to develop the reformist dimensions based on the case of successful political outsiders. Literature suggest that reformers are those perceived to be successful in serving the citizens through their capabilities on making changes. To achieve this goal, this study explores the brand images of Indonesia’s political outsiders who have strong image of reformers which are Jokowi, Ahok and Risma and investigate how they are being perceived to be successful in serving the citizens. The present research, which consist of three studies, conduct exploratory factor analysis using sequential mixed methods. The first two studies utilize qualitative paradigms with interview and document analysis to determine reformist dimensions using thematic analysis. Following this, a survey was launched (n = 453) for a reliability and validity test. The qualitative studies have delineated the reformist characteristics into three dimensions: perceived qualities (three items), implemented programs (four items) and engagement style with citizens (three items). The dimensions have adequate factor analysis values and high reliability scores. Findings suggest that reformist attributes have several traits such as ‘anti-corruption’, ‘innovativeness’ and a high rate and unique voter engagement style. This research contributes to the development of political marketing theories on candidates’ reformist branding attributable to the phenomenon of the rise of political outsiders. It explores the interplay of leadership and political brand image from the cases of successful rise of political outsiders. The leadership aspects relevant to shape the brand image of a reformist from voters’ perspective are discussed based on findings.

Keywords:

• brand image
• political outsiders
• reformist
• scale development

Acknowledgements

The authors would like to thank Professor Colin Brown, Dr Diego Fossati and Dr Giri Ahmad Taufik for providing insights and advice for the development of this research.

Notes

1 Indonesia’s second president who ruled Indonesia for 31 years (1967–1998). Known for his dictatorship (Fukuoka 2013b).

2 Politics that focus on personal enrichment and aggrandizement (Fukuoka 2013a).

3 Indonesia’s second president

4 Jokowi’s presidential vision that consisted of nine foci of development. The focus on massive development of infrastructure across Indonesia is the most popular point (Kuncoro 2018).

5 Jokowi’s unique approach which involves an impromptu visit to crowded places or problem areas in order to engage and formulate solutions for the people (Hatherell 2014).

6 Jokowi’s signature approach where he would invite involved parties to dine in with him while having a discussion to solve existing issues (Saputra and Adiputra 2017).

7 Electronic version of Indonesia’s national identity card.

8 One of South East Asia largest brothels located in Surabaya, Indonesia (Kroeger 2003).