Party Brands and Partisanship: Theory with Evidence from a Survey Experiment in Argentina

Scholars disagree about the nature of party attachments, viewing partisanship as either a social identity or a rational maximization of expected utility. Empirically, much of this debate centers on the degree of partisan stability: findings of partisan fluctuations are taken as evidence against the social‐identity perspective. But drawing such conclusions assumes that the objects of identity—parties—are fixed. If we instead allow party brands to change over time, then partisan instability is consistent with a social‐identity conception of partisanship. To demonstrate this, I develop a branding model of partisanship in which voters learn about party brands by observing party behavior over time and base their psychological attachment to a party on these brands. The model suggests that convergence by rival parties, making their brands less distinguishable, should weaken party attachments. I test this implication using a survey experiment in Argentina and find evidence consistent with the model.