Moderating role of material inducements on the relationship between psychological factors and the vote in Ghana

Ebenezer Arthur Duncan (), Samuel Affran and Benedicta Quao
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Ebenezer Arthur Duncan: University of Professional Studies, Marketing Department
Samuel Affran: University of Education, Marketing and Entrepreneurship Department
Benedicta Quao: University of Professional Studies, Business Administration Department

International Review on Public and Nonprofit Marketing, 2025, vol. 22, issue 4, No 10, 1023-1045

Abstract: Abstract This investigation examines the determinants of electoral choice in Ghana, with a particular emphasis on the synergistic impact of subjective norms, political party brand image, and political party personality, moderated by material inducements, on voter behavior. Employing a quantitative research paradigm and a time-lagged study design, we conducted a survey of 359 voters utilizing a simple random sampling technique and analyzed cross-sectional primary data using Structural Equation Modeling. Our results indicate that Political Party Brand Personality and Political Party Brand Image exert a significant influence on Voter Behavior, whereas Social Norms exhibit a negative effect on Material Inducements. Furthermore, Material Inducements serve as a mediator in the relationship between Political Party Brand Image, Political Party Brand Personality, and Voter Behavior. The study's findings have implications for the design of material inducement strategies and suggest that governments should promote social norms that foster civic engagement. Integrating the social psychology theory of social identity, this research addresses a notable gap in the extant literature on voter behavior and party branding, offering novel insights and contributing to the development of more efficacious political marketing strategies in Ghana.

Keywords: Subjective norms; Political party brand image; Political party personality and voter; Behaviors (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/s12208-025-00451-y

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