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Marketing Political Parties: Political Branding Elements and Voters' Preference: A Hypothesised Model

Author

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  • Danie Ferreira

    (Faculty of Business and Economic Science, Nelson Mandela University, South Africa Author-2-Name: Marlé van Eyk Author-2-Workplace-Name: Faculty of Business and Economic Science, Nelson Mandela University, South Africa Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

" Objective - The aim of this study is to create a hypothesised model of political brand elements that can influence voters' preference. Theoretical testing is used in analysing the research subject of this paper. Methodology/Technique - The qualitative research method was employed and the exploratory research design was used. A hypothesised model aids in theory building and presents a graphic representation of the exploratory research findings. Trustworthiness of the research was confirmed through credibility, transferability, dependability and confirmability. Findings - Awareness, party campaign, brand trust, leader's image, party brand image and brand association were identified as political brand elements that may influence voting preference. Novelty - The significance of identifying the political brand elements that can potentially influence voter preference will add to existing literature which will assist researchers and political parties in understanding how political supporters make their voting decision. In addition, the hypothesised model of the study can be tested quantitatively in future studies. Type of Paper - Empirical"

Suggested Citation

  • Danie Ferreira, 2023. "Marketing Political Parties: Political Branding Elements and Voters' Preference: A Hypothesised Model ," GATR Journals jmmr320, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr320
    DOI: https://doi.org/10.35609/jmmr.2023.8.4(1)
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    References listed on IDEAS

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    1. Pablo Gutiérrez-Rodríguez & Ricardo Villarreal & Pedro Cuesta-Valiño & Shelley A. Blozis, 2023. "Valuation of candidate brand equity dimensions and voting intention: alternative polling data in the Spanish presidential election," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-10, December.
    2. Tamgid Ahmed Chowdhury & Shahneela Naheed, 2019. "Factors Affecting Political Marketing in Rural and Urban Bangladesh: A Multi-Dimensional Approach," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 18(1), pages 97-119, June.
    3. Florian Foos & Eline A. de Rooij, 2017. "All in the Family: Partisan Disagreement and Electoral Mobilization in Intimate Networks—A Spillover Experiment," American Journal of Political Science, John Wiley & Sons, vol. 61(2), pages 289-304, April.
    4. Saikat Banerjee, 2021. "On the relationship between online brand community and brand preference in political market," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(1), pages 27-55, March.
    5. Waiphot Kulachai & Unisa Lerdtomornsakul & Patipol Homyamyen, 2023. "Factors Influencing Voting Decision: A Comprehensive Literature Review," Social Sciences, MDPI, vol. 12(9), pages 1-16, August.
    6. Qu, Hailin & Kim, Lisa Hyunjung & Im, Holly Hyunjung, 2011. "A model of destination branding: Integrating the concepts of the branding and destination image," Tourism Management, Elsevier, vol. 32(3), pages 465-476.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Political branding; Marketing; Politics; Qualitative; Hypothesised model;
    All these keywords.

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D72 - Microeconomics - - Analysis of Collective Decision-Making - - - Political Processes: Rent-seeking, Lobbying, Elections, Legislatures, and Voting Behavior
    • P16 - Political Economy and Comparative Economic Systems - - Capitalist Economies - - - Capitalist Institutions; Welfare State

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