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2024-12-26
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How to Cite
EXPLORING THE NEXUSES BETWEEN POLITICAL BRANDING FACTORS AND BRAND PREFERENCES: MEDIATED MODERATION OF TRUST AND VOTER SOCIALIZATION
Saba Qasim
University of South Asia, Pakistan
Keywords: political branding; campaign; brand awareness; brand trust; brand preference
Abstract
The present study pursues to explore the underpinning concept of political brand preference, which is similar to the preference towards commercial brands. The aim of this study is to investigate the causal relationship among the variables as well as strategies that use politicians to enhance their vote bank. Voter’s socialization acts as a moderator. Here the author has deliberated four important and famous political parties related to the voters of Pakistan, which are Pakistan Muslim League (PMLN), Pakistan Tehreek-e-Insaaf (PTI), Pakistan People’s Party (PPP), Jammat-e-Islami (JI). In this research, the quantitative survey research method is followed for the analysis of data. Random sampling without replacement technique is used for this research. PLS (SEM) is used of data analysis techniques. Six paths out of eight were found to have statistical significance. these six variables have a positive impact on brand preference as well as an indirectly significant impact on preference with the mediating role of political brand trust. Voter socialization could strengthen the relationship between trust and preference. This research provides insight into the several factors of political marketing and political branding and highlights the different interactions between political parties and the voting intention of voters. This research is subject to the usual limitations of survey research.
