The Impact of Public Branding: An Experimental Study on the Effects of Branding Policy on Citizen Trust
通过在比利时、波兰和荷兰三国对经济学学生进行实验，研究了欧盟品牌对政策信任的影响，发现添加欧盟品牌元素能显著提升信任，即使在欧盟情绪消极的荷兰也如此。
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 .