Document Type

Conference Proceeding

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Journal Title or Book Title

Northeast Business and Economics Association (NBEA) 2016


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Publisher's Statement

PUBLISHED BY THE NORTHEAST BUSINESS & ECONOMICS ASSOCIATION © 2016 The Northeast Business & Economics Association reserves the right to publish the Proceedings in both print and electronic formats. The individual authors retain the copyright over their own articles.


The 2016 presidential election is like no other. The Donald Trump campaign has thrown all traditional and conventional wisdom of campaigning out of the window. The use of social media and creation of special events drives the Donald Trump branding machine – with little funding from the usual sources – one important one being the GOP coffers. Although we have had celebrity leaders in politics the likes of Arnold Schwarzenegger, and even a president, Ronald Regan – we have never seen such a blatant celebrity approach to seeking the presidency of the United States. An estimated $3 billion worth of media coverage without an advertising dollar spent tells us we have something to learn from the Trump branding machine. (Schroeder, 2016)

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