Brand love and party preference of young political consumers (voters)

Saikat Banerjee () and Bibek Ray Chaudhuri
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Saikat Banerjee: Indian Institute of Foreign Trade (IIFT-Deemed University Under Ministry of Commerce & Industry, GOI)

International Review on Public and Nonprofit Marketing, 2022, vol. 19, issue 3, No 2, 475-503

Abstract: Abstract The study has examined the influence of political brand love on young voters’ political party preferences. By examining the impact of political brand love on party preference, this study provides valuable insights into the relationship between party brand love and other relational constructs like brand trust, social self, and inner self on party preference. The results as a whole show that both brand trust and brand love have a significant positive impact on brand preference. A higher degree of party brand trust leads to higher party preference both directly and when both direct and indirect effects are considered as a whole. Brand love increases party preference both directly and indirectly through inner self and social self. It implies that young voters' attitudes towards political parties become more positive if brand love reinforces their inner and social self. A higher degree of trust, on the other hand, influences party choice irrespective of natural or socially acceptable choices. Additionally, the study reveals that the gender of the young voters does not influence the choice of a political party preference. This study may motivate political marketers to inculcate love quotient inside political brands by adapting suitable communication and voter connect strategies as the same shapes young voters' trust and voting preference.

Keywords: Political marketing; Emerging market; Brand love; Brand trust; Inner self; Social self (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s12208-021-00316-0

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