The Influence of Political Marketing Mix on Voting Intention: The Mediating Roles of Brand Image, Political Cynicism, and Brand Engagement

Dr. Zaighum Abbas, Prof. Dr. Adil Adnan and Sosan Abbas
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Dr. Zaighum Abbas: Assistant Professor, Business Administration Department, Iqra National University, Peshawar, Pakistan
Prof. Dr. Adil Adnan: Dean, Faculty of Management and Social Sciences, Iqra National University, Peshawar, Pakistan
Sosan Abbas: Lecturer, Business Administration Department, Iqra National University, Peshawar, Pakistan

Bulletin of Business and Economics (BBE), 2024, vol. 13, issue 3, 21-25

Abstract: This study investigates the impact of the political marketing mix on voting intention, emphasizing on the mediating roles of brand image, political cynicism, and brand engagement. The research is grounded in quantitative data collected from 480 respondents in Attock, Pakistan. Structural Equation Modeling (SEM) was employed to analyze the relationships among variables. The findings reveal a significant positive effect of the political marketing mix on voting intention, with brand image and brand engagement serving as positive mediators, while political cynicism negatively mediates the relationship. These results offer valuable insights for political campaign strategists and contribute to the broader understanding of voter behavior in emerging democracies.

Keywords: political marketing; voting intention; brand image; political cynicism; brand engagement (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:rfh:bbejor:v:13:y:2024:i:3:p:21-25

DOI: 10.61506/01.00420

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