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

Author

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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)

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.

Suggested Citation

  • Dr. Zaighum Abbas & Prof. Dr. Adil Adnan & Sosan Abbas, 2024. "The Influence of Political Marketing Mix on Voting Intention: The Mediating Roles of Brand Image, Political Cynicism, and Brand Engagement," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 13(3), pages 21-25.
    • Handle: RePEc:rfh:bbejor:v:13:y:2024:i:3:p:21-25
    DOI: https://doi.org/10.61506/01.00420
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