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

Danie Ferreira ()
Additional contact information
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:

GATR Journals from Global Academy of Training and Research (GATR) Enterprise

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"

Keywords: Political branding; Marketing; Politics; Qualitative; Hypothesised model (search for similar items in EconPapers)
JEL-codes: D72 M31 M39 P16 (search for similar items in EconPapers)
Pages: 8
Date: 2023-12-31
New Economics Papers: this item is included in nep-pol
References: View references in EconPapers View complete reference list from CitEc
Citations:

Published in Journal of Management and Marketing Review, Volume 8, Issue4

Downloads: (external link)
http://gatrenterprise.com/GATRJournals/JMMR/pdf_fi ... Danie%20Ferreira.pdf (application/pdf)
http://gatrenterprise.com/GATRJournals/online_submission.html

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gtr:gatrjs:jmmr320

DOI: 10.35609/jmmr.2023.8.4(1)

Access Statistics for this paper

More papers in GATR Journals from Global Academy of Training and Research (GATR) Enterprise
Bibliographic data for series maintained by Prof. Dr. Abd Rahim Mohamad ().