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

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 JEL Classification: M39, M31, D72, P16 Keywords: Political branding, Marketing, Politics, Qualitative, Hypothesised model Reference to this paper should be made as follows: Ferreira, D; Eyk, M.V. (2023). Marketing Political Parties: Political Branding Elements and Voters’ Preference: A Hypothesised Model, J. Mgt. Mkt. Review, 8(4), 111 – 118. https://doi.org/10.35609/jmmr.2023.8.4(1)